...Xiaosong Dong; Hanqi Tu; Hanzhe Zhu; Tianlang Liu; Xing Zhao; Kai Xie Purpose This study aims to explore the opposite effects of single-category versus multi-category products information diversity on consumer decision making. Further, the authors investigate the moderating role of three...

..., as the product’s attractiveness increases and turns out to be rationally appealing. Theory of planned behaviour Consumer ethics Consumer decision making Theory of reasoned action Theory of ethical values Customers who hold positive attitudes towards counterfeit goods and take part in buying...

... Consumption values Consumer decision making Consumer perception Decisions regarding what we choose to purchase can be influenced by psychological processes that are based on cultural or individual backgrounds. As a result the number of studies on the influence of personal values on consumption has...

... services. Supplementary services being a part of full service product offer by marketers can be utilised as a beneficial tool to create interest and developing awareness among consumers. Keywords: supplementary services, pre-purchase evaluation, postpurchase evaluation, consumer decision making, credit...

..., positive relationships between the different types of expertise do not always exist, particularly as intangibility of the service increases. © MCB UP Limited 1994 Services Consumer Decision Making Consumer Expertise Accountancy Services Restaurants Consumer Expertise for Selected Services...