アカラデシルンスリー パジャリー   ACKARADEJRUANGSRI P.    所属   立命館アジア太平洋大学  国際経営学部    職種   教授
言語種別	英語
発行・発表の年月	2015/05
形態種別	ケーススタディ
査読	査読あり
標題	Brand-New Car vs. Secondhand car: the Never-Ending Dilemma.
執筆形態	単著
掲載誌名	Journal of the International Academy for Case Studies.
掲載区分	国外
巻・号・頁	21(6),pp.1-4
担当区分	筆頭著者
著者・共著者	Pajaree Ackaradejruangsri
概要	This teaching case explores consumer decision-making processes through the dilemma faced by Tip and Pon, a couple considering the purchase of a second car after Pon’s promotion and Tip’s return to work following maternity leave. Faced with choosing between a new Honda Jazz and a less expensive used model, they must balance financial constraints, convenience, and family needs. The case encourages students to analyze buying behavior using rational and bounded rationality perspectives, while considering cultural, social, personal, and psychological influences. It also examines cognitive versus emotional decision making and compensatory versus non-compensatory evaluation, providing practical applications of consumer behavior and marketing theories.