Cost-Benefit-Associations: A powerful but understudied construct

Publikation: Beitrag in Buch/KonferenzbandBeitrag in Sammelwerk


This chapter reviews literature related to the emerging concept of cost-benefit-associations. Cost-benefit-associations are the degree to which thoughts of costs evoke thoughts of benefits and vice versa. Strong reciprocal associations between costs and benefits have been implicitly assumed by various theories such as rational choice accounts. Despite this theoretical importance, cost-benefit-associations have rarely been addressed in the literature. Based on related streams of literature and preliminary evidence this chapter provides a theoretical framework for the phenomenon. The framework describes major determinants and consequences of differing degrees of costbenefit-associations and highlights their broad theoretical and practical relevance.
Titel des SammelwerksConsumer Behavior
Herausgeber*innen Felix Saito
ErscheinungsortHauppauge, New York
VerlagNova Science Publishers
Seiten227 - 237
ISBN (Print)9781606923948
PublikationsstatusVeröffentlicht - 2009