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.
|Title of host publication||Consumer Behavior|
|Place of Publication||Hauppauge, New York|
|Publisher||Nova Science Publishers|
|Pages||227 - 237|
|Publication status||Published - 2009|