≪Organizer Abstract≫
The body of utility theory that explains the phenomenon of coonsumer decision making has developed new theories such as nonlinear utility theory to explain decision making under uncertainty. There is, however, phenomena called context effects which cannot be explained in its essence by the body of utility theory. This session reports the findings of studies of context effects in consumer decision making. Each speaker will introduce empirical study of the context effects and wil explain the reasos why the context effects occur. Some of the speakers will explain from Construal Level Theory that descirives the relation between psychological distance and the extent to which consumer's thinking is abstract of concrete. The other speakers will explain the context effects from alternative theory such as dual process theory and contigent focus theory. Theoretical and practital implications will be also discussed in this session.
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