Edited by: Erich Kirchler, Erik Hoelzl
Series: Zeitschrift für Psychologie - Volume 10
Consumer behavior is one of the most prominent fields of research, development, and application of economic decision theories. These are decisions about the use of scarce resources, such as money, time, or effort, and they are subject to many influences – economic decisions in general and consumer decisions in particular rarely follow the normative rational choice model. This collection presents empirical papers on consumer behavior and economic decisions that include the accuracy of consumer perception of prices and price increases, the perception and acceptance of foreign products, imagery processes and spending, emotions and purchase decisions, financial satisfaction and saving behavior, and financial management in the private household. All contributions demonstrate the wide range of perspectives and theoretical frameworks that can be brought to this applied field of research at the intersection of psychology and economics, and they provide future directions for theory development and practical applications, such as marketing, consumer counselling, or policy.