Impact of cost-benefit knowledge and product type on inaction inertia

• Main Authors: Tan, Eng Keat, Tam, Yoon Hui, Vishnu Varathan
• Other Authors: Tan, Hun Tong
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/8453
• Institution: Nanyang Technological University

The purpose of this study is to better understand the phenomenon of inaction inertia, the unwillingness to take up an offer after missing a previous greater offer. We investigated whether inaction inertia was influenced by product type and level of cost-benefit knowledge.