Consumer decisions in relationships

Volume: 22, Issue: 3, Pages: 304 - 314
Published: Jul 1, 2012
Abstract
null null Most research on consumer choice assumes that decisions are usually made by individuals, and that these decisions are based on an individual's personal attitudes, beliefs, and preferences. Yet, much consumer behavior—from joint decisions to individual choices—is directly or indirectly shaped by people with whom we have some relationship. In this target article, we examine how each member in a relationship can affect how consumer...
Paper Details
Title
Consumer decisions in relationships
Published Date
Jul 1, 2012
Volume
22
Issue
3
Pages
304 - 314
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