Abstract
We examined a fuzzy set theoretical model of consumer behavioral intentions concerning buying several beverages such as Japanese regular beer, low-priced beer (Japanese Happoushu) and Pakistani chai. Three psychological experiments were conducted to examine the relative importance between attitudes and social norms in consumer behavior. We found that the relative importance of social norms for buying the low-priced beer was higher than for buying regular beer and Pakistani chai. The result suggested that consumers paid more attention to the expectations of people who were important to them when they bought low-priced beer. A blind test of several beers also suggested that consumers only rely on brand names and their images but not on taste.
