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Decision making is a focal interest in consumer-behavior research consumers constantly make decisions about the selection consumption and disposal of products Many of the most important decisions consumers face involve making difficult trade-offs such as price versus safety in purchasing an automobile quality of life versus longevity in some health care choices or risk versus return in selecting investments for a childs educational expenses or for retirement This monograph focuses on what makes some trade-offs more emotionally difficult than others and examines how variations in emotional trade-off difficulty affect how decision makers go about deciding and what decision is ultimately made A typical consumer choice such as the simplified automobile purchase decision illustrated in Table 11 involves a set of alternatives defined by attributes or consequences For instance the alternative labeled Car A is expected to offer the consequences of very good safety protection in an accident and a 30000 price tag while Car B offers average safety but a lower price There is a conflict between the attributes safety and price in choosing between Car A and Car B in that the decision maker can have a lower price or more safety but not both Resolving such conflicts between decisions attributes that is deciding whether to accept less of one goal in order to get more of another is a fundamental aspect of any choice Table 11 Example Decision Matrix PriceSafetyStyling Car A30000Very GoodAverage Car B20000AverageGood Car C40000GoodVery Poor We believe and will argue in this monograph that the price-safety trade-off associated with the decision illustrated in Table 11 has the potential for generating negative emotion in the decision maker Emotional trade-offs are a crucial central component of some of the decisions we must make The cancer patient deciding between a surgical procedure with some mortality risk but better odds of long-term survival and a radiation treatment with no immediate mortality risk but less favorable long-term odds is likely to be consumed with the
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