The role of rationalization in consumer decision processes: A revisionist approach to consumer behavior
Journal of the Academy of Marketing Science · 1979 · Volume 7 · Issue 4
Abstract
Consumer behavior theory, as it has largely evolved from economics with its rigid adherence to marginal utility theory, suggests that consumers are highly rational and that they basically strive to maximize utility or satisfaction by the careful rationing of resources. In this paper, the typical assumptions in consumer decision process models are reviewed and analyzed, the empirical evidence supporting the models of the rational consumer is challenged, the concept of rationalization is developed and the existential support for the concept is examined, the role and significance of alternative ego state on consumer decision processes are explained and finally, the rudiments of a revisionist approach to consumer behavior are advanced.
Keywords
Consumer Behavior, Rational Consumer, Transactional Analysis, Consumer Decision Process, Sour Grape
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