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- Challenging Zeithaml's theory : toward a quantum preferential choice model in Swiss watchmakingPublication . Silva, Ricardo Nelson Enes Albuquerque da; Madsen, Ana Margarida Lima Ferreira C. O. JunckerThis academic thesis explores contemporary consumer’s perceptions and preferences by examining the evolution and interaction between tradition and modernity in Swiss watchmaking. The study addresses three key questions: the influence of rational and emotional factors on consumer choices, the perception of tradition versus innovation, and the external and internal factors shaping brand preferences. This research challenges Zeithaml’s (1988) theoretical framework on perceived value. Although foundational, this approach focuses on rational evaluation while neglecting others critical dimensions. Other studies, such as Roger’s (1962) innovation adoption profiles, Kapferer’s (2009) symbolic brand identity, and Holbrook & Hirschman’s (1982) affective and experiential dimensions, each contribute in their own way to addressing these gaps. The methodology combines desk research, field studies, and six qualitative interviews with highly knowledgeable industry professionals (such as a former Rolex employee, Boutique Manager of Bucherer, the CEO of a Private Swiss watchmaking school, among others). The results reveal that Swiss watchmaking embodies a duality where rationality and emotion coexist, with the latter often prevailing in purchase decisions. Consequently, a new model, called Quantum Preferential Choice (QPC), is proposed to capture this dynamic coexistence, emphasizing a potential superposition of tradition, trend, emotion and rationality.