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| Tekijä: | Lye, A. (et al.) |
| Otsikko: | Decision waves: consumer decision in today's complex world |
| Lehti: | European Journal of Marketing
2005 : VOL. 39:1-2, p. 216-230 |
| Asiasana: | Consumer behaviour Decision making Decision theory |
| Kieli: | eng |
| Tiivistelmä: | The purpose of the paper is to examine the dominant consumer decision theory models and understand why that theory has received little empirical validation. A "decision waves" theory is proposed - an alternative, multi-phase approach to decision making using image theory. An approach to validating empirically the multi-phase theory is outlined. |
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