Lye, Ashley; Shao, Wei; Rundle‐Thiele, Sharyn; … - In: European Journal of Marketing 39 (2005) 1/2, pp. 216-230
Purpose – The purpose of this paper is to examine the dominant consumer decision theory models and understand why that theory has received little empirical validation. A “decision waves” theory is proposed – an alternative, multi‐phase approach to decision making using image theory. An...