"Within image theory (e.g., Beach, 1990; Mitchell & Beach, 1990), it is suggested that important components of decision-making processes are the different “images” that a person may use to evaluate choice options. Images may represent a person's principles, goals, or plans. Decision options may then match or not match these images and be adopted, rejected, considered further, depending on circumstances."
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Original Language: English
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Sources
Deborah J. Terry, Michael A. Hogg. Attitudes, Behavior, and Social Context: The Role of Norms and Group Membership. 1999
https://en.wikiquote.org/wiki/Image_theory
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Image theory
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