Quotation Kamleitner, Bernadette. 2009. Cost-Benefit-Associations: A powerful but understudied construct. In: Consumer Behavior, Hrsg. Felix Saito, 227-237. Hauppauge, New York: Nova Science Publishers.




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.


Press 'enter' for creating the tag

Publication's profile

Status of publication Published
Affiliation WU
Type of publication Chapter in edited volume
Language English
Title Cost-Benefit-Associations: A powerful but understudied construct
Title of whole publication Consumer Behavior
Editor Felix Saito
Page from 227
Page to 237
Location Hauppauge, New York
Publisher Nova Science Publishers
Year 2009


Kamleitner, Bernadette (Details)
Institute for Marketing and Consumer Research IN (Details)
Google Scholar: Search