ACCI Conference 2024

Richard L. D. Morse Applied Consumer Economics Award (Professional) Paper Award Winner

This study applies the Dual Process Theory to consumer purchase decision-making to broaden the understanding of how consumers experience product purchasing through both analytical and intuitive thinking styles. Moreover, it aims to shed light on the consumer happiness derived from both analytical and intuitive consumption, moving beyond the traditional view that deems only analytical, rational consumption as desirable. This study emphasizes the need for a balanced consumer engagement approach, valuing both analytical and emotional purchase aspects. The insights encourage more empathetic business practices and policies that focus on consumer happiness, paving the way for further research in consumer behavior dynamics.

Author(s): Jaehye Suk