Escape Theory Approach to Consumers' Belief Biases

소비자의 신념편향에 대한 도피이론적 접근

  • Received : 2014.10.15
  • Accepted : 2014.11.10
  • Published : 2014.11.28


This study investigated the effect of cognitive narrowing on the consumers' belief biases in the light of the escape theory. Current study researched the relationship between the cognitive narrowing and the consumers' belief biases. The result of this study is as below. The degree of the consumers' belief biases is higher when the degree of the cognitive narrowing is higher than lower. On the basis of this result, theoretical and practical implications were suggested and the limitations and future research were discussed.


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