Reassessing the influence of mental intangibility on consumer decision-making
Ioannis Rizomyliotis
University of Brighton
Kleopatra Konstantoulaki
Westminster Business School
Giannis Kostopoulos
Leeds Beckett University
Athanasios Poulis
University of Brighton
Theoretical background
Given the complexity of the decision-making process, most studies on consumer decision-making converge on the idea that consumers tend to form a consideration set prior to their final choice, to simplify their decision-making process (e.g. Shocker et al. 1991). This set precedes the final purchase choice and includes those items the consumer seriously considers for acquisition when facing a purchase decision (Shocker et al. 1991). An important...