Inman, J. Jeffrey; Dyer, James S.; Jia, Jianmin - In: Marketing Science 16 (1997) 2, pp. 97-111
expected utility theory. While the post-valuation literature focuses on the selected brand as the valuation's basis (e … service quality and value. 375–384.]), we draw on a stream of research in generalized expected utility theory that considers … illustrate the advantage of using generalized utility theory as the basis for conceptualizing and modeling post-choice valuation …
