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Reason and choice: a conceptual study of consumer decision making and electoral behavior

  • Robin Croft
    ,
  • Dianne Dean
Research Output: Contribution to journal Article Peer-review

Abstract

Rational choice supposes that individuals make their electoral decision in keeping with their own self-interest, undertaking a cost-benefit analysis, no different to choosing a product or service. Rather than reject the concept of rational choice, this paper will review the notions of rationality and reasoning, which, as Aristotle argues, are inseparable. We will support Marcus' (2002) grievance that emotional decision making is irrational and thus perceived negatively, rather than being seen to play an important motivational role in decision making. A framework is proposed that focuses upon the interplay among rationality, irrationality, reasoning, and emotion, and we argue that this is far more fluid than has been previously discussed.

Publication Information

Output type

Research Output: Contribution to journal Article Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 130-146

Journal (Volume, Issue Number)

Journal of Political Marketing (Volume 8, Issue 2)

Publication milestones

  • Published - 01/04/2009

Publication status

Published - 01/04/2009

ISSN

1537-7857

External Publication IDs

  • handle.net: 10547/251143
  • Scopus: 70449083313

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