Reason and Choice: A Conceptual Study of Consumer Decision Making and Electoral Behavior

DEAN, Dianne and CROFT, Robin (2009). Reason and Choice: A Conceptual Study of Consumer Decision Making and Electoral Behavior. Journal of Political Marketing, 8 (2), 130-146.

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Abstract

Rational choice supposes that individuals make their electoral decision in keeping with their own self-interest, undertaking a cost-benefit analysis, no different to choosing a product or service. Rather than reject the concept of rational choice, this paper will review the notions of rationality and reasoning, which, as Aristotle argues, are inseparable. We will support Marcus' (2002 ) grievance that emotional decision making is irrational and thus perceived negatively, rather than being seen to play an important motivational role in decision making. A framework is proposed that focuses upon the interplay among rationality, irrationality, reasoning, and emotion, and we argue that this is far more fluid than has been previously discussed.

Item Type:	Article
Uncontrolled Keywords:	1505 Marketing; 1606 Political Science
Identification Number:	https://doi.org/10.1080/15377850902813386
Page Range:	130-146
SWORD Depositor:	Symplectic Elements
Depositing User:	Symplectic Elements
Date Deposited:	29 Apr 2020 13:33
Last Modified:	18 Mar 2021 01:52
URI:	https://shura.shu.ac.uk/id/eprint/23832

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