The Experience of Consumer Choice

Gordon R. Foxall ()
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Gordon R. Foxall: Cardiff University

Chapter 6 in The Theory of the Marketing Firm, 2021, pp 139-163 from Springer

Abstract: Abstract Subjective consumer experience has important implications for marketing practice. In particular, consumer choice is marked by conflict between higher- and lower-valued items, changes in temporal preference and intra-consumer pressures to conform to impulsive versus self-controlled motives for action. The phenomenology of consumer choice involves conflict between alternative courses of action as consumers respond to the situational influences on their behaviour by interpreting them subjectively. In this process, consumers create subjective valuations of the outcomes of their past behaviour and the possibilities offered by the current consumer behaviour settings they face.

Keywords: Value; Subjective experience; Valuation; Temporal preference (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/978-3-030-86106-3_6

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