Decision-making and Choice Decision

Decision-making and Choice Decision by C. Whan Park offers a deep exploration into the psychological mechanisms that drive how consumers evaluate options and make choices. With clarity and academic rigor, Park uncovers the sequential and comparative processes involved in consumer judgments, from initial consideration to final selection. This book examines how individuals assess alternatives, deal with uncertainty, and simplify complex decisions using both analytical and intuitive methods. Park also highlights contextual factors such as framing effects, attribute weighting, and the influence of prior knowledge on decision outcomes. Grounded in empirical studies and theoretical frameworks, the book provides marketers, researchers, and educators with essential tools to understand and predict choice behavior. It explores topics such as compromise effects, choice deferral, and post-decision satisfaction, offering actionable insights for product positioning and marketing communication strategies. As part of the Legend in Consumer Behavior series, this work captures C. Whan Park's significant contributions to decision science and reaffirms his role in shaping the way we understand consumer choice dynamics.

About the Author :
C. Whan Park is a Robert E. Brooker Professor of Marketing at the University of Southern California. Prior to joining the USC Marshall School of Business, Los Angeles, California, Professor Park was the Albert Wesley Frey Distinguished Professor of Marketing at the Joseph M. Katz Graduate School of Business at the University of Pittsburgh (1979-1997).He is one of the most innovative thought leaders who has pioneered many important areas in consumer behavior. His innovative publications include seminal papers in dyadic decision-making, "Joint Decisions in Home Purchasing: A Muddling-through Process"; brand management, "Strategic Brand Concept-image Management"; and brand attachment, "Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers." He has also published highly influential articles in the areas of brand familiarity, subjective and objective knowledge, cognitive and affective involvement, constructive decision-making, cost-efficient brand growth strategies, and brand naming strategies. Apart from this, Professor Park has coauthored Marketing Management (1987) with Dr Gerald Zaltman, and Handbook of Brand Relationships (2009) with Deborah J. MacInnis and Joseph R. Priester. His most recent book, Brand Admiration: Building a Business People Love, coauthored with Dr Deborah J. MacInnis and Dr Andreas B. Eisingerich, was published in October 2016.Professor Park was the recipient of the 1987 Alpha Kappa Psi Award and has been a Fellow of Society of Consumer Psychology (2012) and a Fellow of Association for Consumer Research (ACR, 2015). He was the Editor of the Journal of Consumer Psychology (2008-2012) and is currently the Director of the Global Branding Center at the Marshall School of Business (2008-present). Vibrant Publishers is focused on presenting the best texts for learning about technology and business as well as books for test preparation. Categories include programming, operating systems and other texts focused on IT. In addition, a series of books helps professionals in their own disciplines learn the business skills needed in their professional growth.Vibrant Publishers has a standardized test preparation series covering the GMAT, GRE and SAT, providing ample study and practice material in a simple and well organized format, helping students get closer to their dream universities.