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Evolution of the Comprehensive Decision-Making Process: Emergence of Outspoken Consumers

In: New Consumer Behavior Theories from Japan

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  • Akira Shimizu

    (Keio University)

Abstract

HowDecision-making process you profile your target consumers is extremely important when it comes to a marketing strategy. In economics, some theories regard consumers as “homo economicus” and assume that consumers who are advantaged or in an economically advantageous position would purchase expensive products.

Suggested Citation

  • Akira Shimizu, 2021. "Evolution of the Comprehensive Decision-Making Process: Emergence of Outspoken Consumers," Advances in Japanese Business and Economics, in: New Consumer Behavior Theories from Japan, chapter 0, pages 17-40, Springer.
    • Handle: RePEc:spr:advchp:978-981-16-1127-8_2
    DOI: 10.1007/978-981-16-1127-8_2
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