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Traditionally, consumer researchers have approached decision-making from a rational perspective. In this view people calmly and carefully integrate as much information as possible with what they already know about a product, painstakingly weighing the pluses and minuses of each alternative, and arriving at a satisfactory decision.
In your literature review I would like you to consider the validity of this perspective.
Your assignment should draw on at least six journal articles which must be from peer reviewed journals such as those below:
Consumption, Markets and Culture (from 2002)
Journal of Consumer Research (from 1985)
Journal of Consumer Behaviour (from 2001)
Marketing Theory (from 2001)
Journal of Marketing
Journal of Marketing Management
Journal of Retailing
European Journal of Marketing
Perform keyword searches using the below sources
1.Business Source Premier
2.Emerald Management Extra
3.Google Scholar
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