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Consumer rationality in a multidisciplinary perspective

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  • Arcidiacono, Davide

Abstract

This paper analyzes the “rationality” of purchase: it considers in a critical perspective the hypothesis of the increasing ability of consumers to choose (supported by sociologists), by collecting information on purchase habits and by matching these with responses to the cognitive biases tests, developed by psychology and economics. The hypothesis of a critical consumer appears blurred by a decision-making process revealing the persistence of traditional attitudes with a strong sensitivity to price, alongside the emergence of new cohorts of stimulation on customers, as shown by the focus on the attribute “quality”. It seems that a multidisciplinary approach is beneficial in terms of heuristics.

Suggested Citation

  • Arcidiacono, Davide, 2011. "Consumer rationality in a multidisciplinary perspective," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 40(5), pages 516-522.
    • Handle: RePEc:eee:soceco:v:40:y:2011:i:5:p:516-522
    DOI: 10.1016/j.socec.2011.01.003
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