Von Neumann-Morgenstern utility theory is a promising method to measure and model consumer preference. Its theoretical foundations provide explicit risk measures and testable behavioral conditions for ...

While the psychology of consumer behavior would veer off into a number of different directions in the 1950s, its core remained psychoanalytic theory brought over from Europe in the 1930s. Nothing ...

This is a preview. Log in through your library . Abstract I. The state of affairs, 507.--II. The deficiency of the Complete Ordering Axiom, 508.--III. Redefinition of preference and the choice ...

Vikki Velasquez is a researcher and writer who has managed, coordinated, and directed various community and nonprofit organizations. She has conducted in-depth research on social and economic issues ...

Marketers yearn to be able to read their consumers’ minds. If we could only understand what our consumers are thinking and feeling as they think and feel it, we could create more effective ...

Situational factors influencing customers are external factors usually outside of the control of marketers, manufacturers and, sometimes even retailers. In general, the situation affects how consumers ...

According to Harvard professor Gerald Zaltman, the answer to all these questions is directly related to the subconscious mind. In Zaltman’s book, “How Customers Think: Essential Insights into the Mind ...