The Interaction of Rational and Irrational Buying-Information processes

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This research proposed that consumer behaviors are often made irrationally and are affected by the environmental cues. And it provided a dynamic analysis of the simultaneous influence of rational evolution for a product and the environmental cues in the information processes. It is fruitful to move away from the traditional perspective on consumer choice based on purely economic rationality. It is expected that future research will put greater emphasis on the interaction between rational and irrational buying information processes.