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@article{7113, author = {Roubal, Ondřej}, article_location = {FMK UCM Trnava}, article_number = {2}, keywords = {Consumer culture; maximizers; satisficers; choice; decision-making}, language = {eng}, issn = {1338-130X}, journal = {Communication Today}, title = {Maximizers and Satisficers In Consumer Culture Changes}, volume = {9}, year = {2018} }
TY - JOUR ID - 7113 AU - Roubal, Ondřej PY - 2018 TI - Maximizers and Satisficers In Consumer Culture Changes JF - Communication Today VL - 9 IS - 2 SP - 38-54 EP - 38-54 PB - Fakulta masmediálnej komunikácie Univerzity sv. Cyrila a Metóda SN - 1338130X KW - Consumer culture KW - maximizers KW - satisficers KW - choice KW - decision-making N2 - Consumer culture in the era of late modernity undergoes dynamic changes of global significance. One of the key attributes of these changes constitutes an increasing supply of opportunities and quantitative volumes of different product options. This is characterized by an ambivalent character. On one hand, expansion of opportunities constitutes a desirable source of realization and emancipation of personal freedoms and independence, on the other hand, increasing demands on the ability to individually manage the consequences of one’s own decisions and to take responsibility for these decisions. We can see this ambivalence well with respect to an example of two different adaptive strategies of consumer choice - maximizers and satisficers. Maximizers likely achieve better objective outcomes of a selection than satisficers, but their subjective perception of these results is, according to empirical evidence, more affected by negative emotions. These and other findings should be used more extensively in the marketing practice of business strategies. ER -
ROUBAL, Ondřej. Maximizers and Satisficers In Consumer Culture Changes. \textit{Communication Today}. FMK UCM Trnava: Fakulta masmediálnej komunikácie Univerzity sv. Cyrila a Metóda, vol.~9, No~2, p.~38-54. ISSN~1338-130X. 2018.
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