Within image theory (e.g., Beach, 1990; Mitchell & Beach, 1990), it is suggested that important components of decision-making processes are the diffe… - Michael Hogg

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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.