search query: @indexterm market research / total: 2057
reference: 314 / 2057
| Author: | Luce, M. F. |
| Title: | Choosing to avoid: Coping with negatively emotion-laden consumer decisions |
| Journal: | Journal of Consumer Research
1998 : MAR, 24:4, p. 409-433 |
| Index terms: | Products Market research Consumer behaviour Decision making |
| Freeterms: | Product choice |
| Language: | eng |
| Abstract: | The article addresses on how consumers resolve decisions involving conflict btw. attributes linked to highly valued goals. The conceptual framework developed in this article predicts that choosing avoidant options can satisfy coping goals by minimizing explicit confrontation of negative potential decision consequences and difficult trade-offs. Two experiments demonstrate that reported emotion may be altered by manipulating decision attributes, that the opportunity to choose an avoidant option mitigates levels of reported emotion, and that increasingly emotion-laden decision environments are associated with more choice of avoidant options. |
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