Cost-Benefit-Associations: A powerful but understudied construct

Publication: Chapter in book/Conference proceedingChapter in edited volume


This chapter reviews literature related to the emerging concept of cost-benefitassociations. 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.
Original languageEnglish
Title of host publicationConsumer Behavior
Editors Felix Saito
Place of PublicationHauppauge, New York
PublisherNova Science Publishers
Pages227 - 237
Publication statusPublished - 2009

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