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    Reason and choice: a conceptual study of consumer decision making and electoral behavior

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    Authors
    Dean, Dianne
    Croft, Robin
    Issue Date
    2009-04
    Subjects
    electoral decision making
    emotion
    irrationality
    rationality
    reasoning
    
    Metadata
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    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 Marketing
    Publisher
    Taylor and Francis
    Journal
    Journal of Political Marketing
    URI
    http://hdl.handle.net/10547/251143
    DOI
    10.1080/15377850902813386
    Additional Links
    http://www.tandfonline.com/doi/abs/10.1080/15377850902813386
    Type
    Article
    Language
    en
    ISSN
    1537-7857
    1537-7865
    ae974a485f413a2113503eed53cd6c53
    10.1080/15377850902813386
    Scopus Count
    Collections
    Centre for Advances in Marketing (CAM)

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