A Schema Based Explanation of Consumer Decision-Making

This paper introduces Image Theory to the consumer choice literature. Image theory is a non-normative theory of organizational and individual decision-making. Image theory contends that decisions are made in a two-stage process based on congruence with schematic structures called images. There are three of these images, they are the trajectory, strategic and value images. The trajectory image represents the ideal outcome. The strategic image represents the plans and tactics to achieve the trajectory image and the value image represents the values and morals and regulates what is acceptable in achieving the trajectory image. These internal images provide the guidance for consumer decision making