How Consumers Trade Off Behavioural Costs and Benefits
Year: 1986
Type: article
Abstract: Many psychological models of consumer behaviour use the construct of attitude, whereas in economic models behaviour is determined by costs and benefits under budget constraints. In this article, a behavioural cost‐benefit approach to consumer behaviour is proposed. Behavioural costs include time, physical and psychic costs of initiating, maintaining and changing behaviour. A behavioural model is proposed, in which cost‐benefit trade‐offs of behaviours play a central role. Some marketing applications on the evaluation of products, on the prediction of behavioural intentions and on shopping behaviour are discussed.
Source: European Journal of Marketing
Authors: Theo M.M. Verhallen, W. Fred van Raaij
Institution: Erasmus University Rotterdam
Language: English
Subfield: General Decision Sciences
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2115409369