Luce, Mary Frances <br/><br/>
Emotional decisions :  tradeoff difficulty and coping in consumer choice / 
by Mary Frances Luce, James R. Bettman and John W. Payne. 
 - Chicago :  University of Chicago Press,  2001. 
 - 209 p. ;  23 cm. 
 - Monographs of the Journal of Consumer Research ;  no. 1 .
<br/><br/> Includes bibliographical references: p.182-209. 
<br/><br/><label>ISSN: </label>1531-8125 (pbk.) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Risk-taking (Psychology)<br/>Consumers' preferences --Econometric models.<br/>Consumer behaiour.