Transactions as tradeoffs between costs and benefits

Authored by: Bernadette Kamleitner , Ruta Ruzeviciute

Routledge International Handbook of Consumer Psychology

Print publication date:  November  2016
Online publication date:  November  2016

Print ISBN: 9781138846494
eBook ISBN: 9781315727448
Adobe ISBN: 9781317539940

10.4324/9781315727448.ch22

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Abstract

Consumer behaviour often involves a factual tradeoff between costs and benefits. Going to the theatre involves obtaining a potentially entertaining and fun experience in return for a certain amount of money and the hassle involved in getting the ticket. Borrowing a pint of milk from a neighbour involves the benefits of being able to have a café latte or a happy pet cat. It also involves having to leave the couch and it may mean incurring some social debt to the neighbour who may come knocking to get your last drop of milk another time.

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