Ograniczona racjonalność i heurystyki w zachowaniach nabywców
Bounded rationality and heuristics in buyer decision process
Author(s): Aldona LipkaSubject(s): Economy, Behaviorism, Marketing / Advertising, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: bounded rationality; heuristics; buyer decision process; trademarks;
Summary/Abstract: The paper presents current knowledge on buyer behavior, with particular attention to bounded rationality in buyer decision process. Were brought closer of information processing mechanisms and use of heuristic processes at automation of decisions. The author has presented arguments that the naming of products or services originating from the names of historical figures is designed to shorten the buyer decision process.
Journal: Współczesne Problemy Ekonomiczne. Globalizacja. Liberalizacja. Etyka.
- Issue Year: 2015
- Issue No: 11
- Page Range: 259-268
- Page Count: 10
- Language: Polish