Consumers’choices depend on preferences over outcomes and beliefs about how their choices map into these outcomes. While economic models typically assume some form of rational expectations or "perfect beliefs,” in reality consumers are often ill-informed or confused. In this paper, I elicit beliefs over the …nancial bene…ts and costs of higher or lower fuel economy using the Vehicle Ownership a...

An agenda (either Implicit or imposed) is a set of constraints on the order of selecting or eliminoting choice alternatives. It can be "top down," "bottom up" (as a tournament), or more general. The author's anolytic results identify which probobilistic choice rules are affected by agendas and when they are affected. The results also illustrate how agendas might be used to enhance target produc...

We present a rational model of consumer choice, which can also serve as a behavioral model. The central construct is λ, the marginal utility of money, derived from the consumer’s rest-of-life problem. It provides a simple criterion for choosing a consumption bundle in a separable consumption problem. We derive a robust approximation of λ, and show how to incorporate liquidity constraints, indiv...

Mental imagery is receiving increased attention in consumer behavior theory and research. This article describes imagery, characterizing it as a processing mode in which multisensory information is represented in a gestalt form in working memory and discusses research on the unique effects of imagery at low levels of cognitive elaboration. It specifies researchable propositions for the relation...

Purpose: This study aimed to identify consumer behavioral decisions based on the selection attributes of functional cosmetics. The structural relationship between consumers' attitudes, subjective norms, and perceived control was empirically examined for this purpose.Method: As a theoretical model, studies cosmetics were proposed Ajzen's theory planned behavior, collected data analyzed using SPS...