The Evaluation Model of Input-Attitude Processes in Irrational Consumer Behavior

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This research proposed that attitudes in consumer behavior affected not only by evaluation for prices but also by environmental cues. And the result of this study indicated that the role of environmental cues in the formation of customer attitude. In addition, it provided more comprehensive model of self-evaluations in irrational consumer behavior. We expect that this research makes predictions that inform regarding which irrational consumer behavior that occur limited domain offers theoretical evidence to consumer studies of this field performed in the future.