Open AccessImplicit Discount Rates and the Purchase of Untried, Energy-Saving Durable Goods
Author(s) -
Douglas A. Houston
Publication year - 1983
Publication title -
journal of consumer research
Language(s) - English
Resource type - Journals
eISSN - 1537-5277
pISSN - 0093-5301
DOI - 10.1086/208962
Subject(s) - alertness , investment (military) , durable good , economics , business , marketing , microeconomics , advertising , psychology , psychiatry , politics , political science , law
Many consumers appear to rationally calculate the net worth of a household investment, but a substantial minority may lack the skills or alertness to perceive an investment opportunity and initiate analysis. Intentions to engage in complementary activities play an important role in the investment decision.
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