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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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    References listed on IDEAS

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    6. Tversky, Amos & Kahneman, Daniel, 1986. "Rational Choice and the Framing of Decisions," The Journal of Business, University of Chicago Press, vol. 59(4), pages 251-278, October.
    7. Zeelenberg, M. & van Dijk, E. & van den Bos, K. & Pieters, R., 2002. "The inaction effect in the psychology of regret," Other publications TiSEM a29106c0-2319-4f60-b213-8, Tilburg University, School of Economics and Management.
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