Consumer Decision Making and Image Theory: Understanding Value‐Laden Decisions

Consumers are often confronted with value-laden decisions that challenge their principles and beliefs. For example, many consumers with strong social responsibility principles consider the effects of general corporate behavior (e.g., political views, environmental disasters) and of the product's manufacture, consumption, or disposal (e.g., animal testing, environmental harm) on society's overall well-being. Because these product dimensions do not fit easily into traditional decision theories, a new conceptual framework that incorporates and emphasizes the consumer's enduring principles and values is explored in this study. The results indicate that image theory (Beach & Mitchell, 1987) provides a useful structure for describing the decision process in a value-laden decision context. This study also expands our understanding of image theory by examining all 3 images (values, goals, and strategies) simultaneously in the same decision context for the first time.