What is normal to do? : social norms as determinants of consumer decision making

V. Melnyk

Research output: Thesisinternal PhD, WU

Abstract

Social norms are major drivers of human behaviour and crucial in consumer decision making. Consumers often take expectations and behaviour of others into consideration when they decide what is appropriate and social norms thus profoundly influence their preferences and behaviour.
Original languageEnglish
QualificationDoctor of Philosophy
Awarding Institution
  • Wageningen University
Supervisors/Advisors
  • van Trijp, Hans, Promotor
  • van Herpen, Erica, Co-promotor
Award date11 Mar 2011
Place of PublicationS.l.
Publisher
Print ISBNs9789085858768
Publication statusPublished - 2011

Keywords

  • consumer behaviour
  • decision making
  • attitudes
  • consumer attitudes
  • consumer preferences
  • human behaviour
  • peer influence
  • thinking

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