A behavioral decision theory perspective on hedonic and utilitarian choice
Inside consumption, 2005•taylorfrancis.com
How do consumers choose whether to have a rich, creamy Häagen-Dazs ice cream for
dessert or a healthy but perhaps less tasty bowl of fresh fruit? Whether to go on a beach
vacation for a week or spend the time making progress on an important long-term project at
work? Whether to choose an expensive apartment with a nice view far from work or a
cheaper apartment without a view but close to the office?
dessert or a healthy but perhaps less tasty bowl of fresh fruit? Whether to go on a beach
vacation for a week or spend the time making progress on an important long-term project at
work? Whether to choose an expensive apartment with a nice view far from work or a
cheaper apartment without a view but close to the office?
How do consumers choose whether to have a rich, creamy Häagen-Dazs ice cream for dessert or a healthy but perhaps less tasty bowl of fresh fruit? Whether to go on a beach vacation for a week or spend the time making progress on an important long-term project at work? Whether to choose an expensive apartment with a nice view far from work or a cheaper apartment without a view but close to the office?
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