A Schema Based Explanation of Consumer Decision-Making

A History of the Next Decade, Proceedings of the Academy of Management Conference, pp. 133-146

13 Pages Posted: 15 Sep 2009 Last revised: 8 Nov 2009

See all articles by Kurt Schimmel

Kurt Schimmel

Robert Morris University

D. Steven White

University of Massachusetts at Dartmouth - Charlton College of Business

Date Written: July , 2003

Abstract

This paper introduces Image Theory to the consumer choice literature. Image theory is a non-normative theory of organizational and individual decision-making. Image theory contends that decisions are made in a two-stage process based on congruence with schematic structures called images. There are three of these images, they are the trajectory, strategic and value images. The trajectory image represents the ideal outcome. The strategic image represents the plans and tactics to achieve the trajectory image and the value image represents the values and morals and regulates what is acceptable in achieving the trajectory image. These internal images provide the guidance for consumer decision making.

Keywords: Consumer decision making, image theory, marketing

JEL Classification: M3, M31

Suggested Citation

Schimmel, Kurt and White, D. Steven, A Schema Based Explanation of Consumer Decision-Making (July , 2003). A History of the Next Decade, Proceedings of the Academy of Management Conference, pp. 133-146, Available at SSRN: https://ssrn.com/abstract=1473378

Kurt Schimmel

Robert Morris University ( email )

6001 University Blvd.
Moon Township, PA 15108
United States

D. Steven White (Contact Author)

University of Massachusetts at Dartmouth - Charlton College of Business ( email )

Department of Management & Marketing
285 Old Westport Road
North Dartmouth, MA 02747-2300
United States
5089998267 (Phone)

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