Models, Theory and Applications
Chapter 3: Rational economic models (cognitive models)
This chapter aims to provide an overview of the most widely used set of behaviour change models – the rational choice models. This set of theories is descended from economic theory and in the psychology domain they are sometimes termed cognitive models – meaning ‘thinking’ models. The references provided are only a very few of the available research articles and our listing is designed to be illustrative of the uses and not an exhaustive list of every possible model that can be used. The rational models of behaviour are theoretically underpinned by the belief that humans, and indeed consumers, behave in a generally rational and consistent manner. Rationality in this sense can be interpreted as ‘wanting more rather than less of a good’ or ‘maximizing utility’ and is widely used as an assumption of human behaviour. This means that decisions are logically planned and implemented, with clear decision criteria used to enable the consumer to make the best possible decision for them; weighing up the pros and the cons, and selecting the option, product or behaviour that is best for them at that time, taking into account all situational factors known to them. Many of the models used today are rooted in economic theory; however, they have been widely applied and tested in a social marketing and behavioural change context.
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.