Consumer Decision Making-Fact or Fiction?
- 1 September 1979
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 6 (2) , 93-100
- https://doi.org/10.1086/208753
Abstract
A synthesis of research on consumers' prepurchase behavior suggests that a substantial proportion of purchases does not involve decision making, notKeywords
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