A Comparative Analysis of Three Consumer Decision Strategies
- 1 June 1975
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 2 (1) , 29-37
- https://doi.org/10.1086/208613
Abstract
This study compared three alternative decision-making strategies in the consumer behavior literature: (1) minimization of expected negative utility (Keywords
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