Emotional Decisions: Tradeoff Difficulty and Coping in Consumer Choice

Decision-making can be difficult and often results in necessary trade-offs, e.g., safety versus price in the purchasing of an automobile. This work provides a model of trade-off difficulty, focusing on its antecedents and consequences. The authors advance a new framework for the integration of the emotional and cognitive aspects of decision-making and argue that consumers perceive and appraise their choices in light of their goals and potential coping strategies.John W. Payne is the author of 'Emotional Decisions: Tradeoff Difficulty and Coping in Consumer Choice', published 2001 under ISBN 9780226534336 and ISBN 0226534332.