Research Has Shown That Consumers Feel Discontented and Unhappy Given

question 103

Multiple Choice

Research has shown that consumers feel discontented and unhappy given too many choices. Consumers therefore should make what kind of decisions when it comes to evaluating alternatives?

• A) limited capacity
• B) limited rationality
• C) bounded rationality
• D) bounded capacity

---

Definitions:

Academic Disidentification

A psychological process where students detach their sense of self-worth from their academic performance.

Theory of Planned Behavior

A psychological theory that links beliefs and behavior, suggesting that an individual’s intention to engage in a behavior is influenced by attitudes, subjective norms, and perceived control over the behavior.

Cognitive Dissonance Theory

A theory suggesting that we have an inner drive to hold all our attitudes and beliefs in harmony and avoid disharmony (or dissonance).

Attribution Theory

A psychological theory that explains how people interpret and attribute causes to behaviors and events.