Understanding consumer decision process and consumer support

Abstract

This presentation examines link between behavioral decision theoretic study of consumer decision process and consumer support. Behavioral decision theory is described briefly as the general term for descriptive theories to explain the psychological knowledge related to people’s decision-making behavior. It is called theory, but it is a combination of various psychological theories, for which no axiomatic systems such as those with which the utility theory widely used in economics have been established, but it is often limited to qualitative knowledge. In this presentation, implications of the findings of the behavioral decision theoretic study of consumer decision process on the consumer decision support and marketing are discussed.