A Comparative Analysis of Three Consumer Decision Strategies
Abstract
This study compared three alternative decision-making strategies in the consumer behavior literature: (1) minimization of expected negative utility (perceived risk); (2) maximization of expected positive utility (perceived return); and (3) maximization of expected net utility (net perceived return). The results of this study indicated that the net perceived return model could explain more variance in brand preference than the other two models.
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Perceived risks and perceived benefits are two fundamental aspects of consumer decision-making.
“perceived risks and perceived benefits are two fundamental aspects of consumer decision-making”
From Why people participate in the sharing economy: an empirical investigation of Uber (2018) · cites this paper as Peter and Tarpey, 1975
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- Authors
- Peter, J. P., & Tarpey, Sr.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 1975-06
- Volume
- 2
- Issue
- 1
- Pages
- 29
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W1975820310
- Cited by
- 697
- References
- 0
- Citations by year
- 2026: 31 · 2025: 35 · 2024: 37 · 2023: 39 · 2022: 49 · 2021: 41 · 2020: 38 · 2019: 41 · 2018: 34 · 2017: 27 · 2016: 22 · 2015: 28 · 2014: 30 · 2013: 20 · 2012: 21
- FWCI
- 2.13
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Research (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Keywords
- risk perception, perceived returns, expected utility, brand preference, risk aversion, consumer choice models
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