“…Examination of the formation of individual and shared attitudes that influence purchasing patterns has not been given a high priority. While prices and incomes are important in consumer decisions, sociological factors, such as culture and household life-cycle, also play a crucial role, and non-economic factors, including attitudes, may be expanding in importance as incomes grow (Lacy 1989;Lund and Derry 1985;Tokoyama and Egaitsu 1994). This is true because, contrary to the assumptions used in many neoclassical economic models, 1) consumers never have perfect knowledge or information, 2) some consumer needs are potentially satiable, 3) substitution takes place between clusters of goods rather than specific goods, 4) consumers have hierarchies of needs and wants, 5) some consumer "needs," or desires, have a tendency to be transformed as income allows, and 6) consumer decisions are influenced by information received from others with whom the consumer is socially connected (Lavoie 1994).…”