TITLE

Image Theory: An Alternative to Normative Decision Theory

AUTHOR(S)
Beach, Lee Roy
PUB. DATE
January 1993
SOURCE
Advances in Consumer Research;1993, Vol. 20 Issue 1, p235
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Describes the change in research and theory about how people make decisions, with a focus on a descriptive theory called Image Theory. Basic structure of the theory; Empirical research on the theory; Implications for consumer research.
ACCESSION #
9307155652

 

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