How Consumers Trade Off Behavioural Costs and Benefits
Abstract
Many psychological models of consumer behaviour use the construct of attitude, whereas in economic models behaviour is determined by costs and benefits under budget constraints. In this article, a behavioural cost‐benefit approach to consumer behaviour is proposed. Behavioural costs include time, physical and psychic costs of initiating, maintaining and changing behaviour. A behavioural model is proposed, in which cost‐benefit trade‐offs of behaviours play a central role. Some marketing applications on the evaluation of products, on the prediction of behavioural intentions and on shopping behaviour are discussed.
Keywords
Citation
Verhallen, T.M.M. and Fred van Raaij, W. (1986), "How Consumers Trade Off Behavioural Costs and Benefits", European Journal of Marketing, Vol. 20 No. 3/4, pp. 19-34. https://doi.org/10.1108/EUM0000000004639
Publisher
:MCB UP Ltd
Copyright © 1986, MCB UP Limited