ABSTRACT

Consumer behaviour often involves a factual tradeo between costs and benets. Going to the theatre involves obtaining a potentially entertaining and fun experience in return for a certain amount of money and the hassle involved in getting the ticket. Borrowing a pint of milk from a neighbour involves the benets of being able to have a café latte or a happy pet cat. It also involves having to leave the couch and it may mean incurring some social debt to the neighbour who may come knocking to get your last drop of milk another time.