Reason and choice: a conceptual study of consumer decision making and electoral behavior
Abstract
Rational choice supposes that individuals make their electoral decision in keeping with their own self-interest, undertaking a cost-benefit analysis, no different to choosing a product or service. Rather than reject the concept of rational choice, this paper will review the notions of rationality and reasoning, which, as Aristotle argues, are inseparable. We will support Marcus' (2002) grievance that emotional decision making is irrational and thus perceived negatively, rather than being seen to play an important motivational role in decision making. A framework is proposed that focuses upon the interplay among rationality, irrationality, reasoning, and emotion, and we argue that this is far more fluid than has been previously discussed.Citation
Reason and Choice: A Conceptual Study of Consumer Decision Making and Electoral Behavior 2009, 8 (2):130-146 Journal of Political MarketingPublisher
Taylor and FrancisJournal
Journal of Political MarketingAdditional Links
http://www.tandfonline.com/doi/abs/10.1080/15377850902813386Type
ArticleLanguage
enISSN
1537-78571537-7865
ae974a485f413a2113503eed53cd6c53
10.1080/15377850902813386