CHAPTER 2

Forces Influencing Buyer Decision Making and Behavior

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Chapter 1 introduced the importance of understanding consumers’ goals as drivers of consumer behavior. Consumers’ goals arise from many sources and are influenced by numerous factors. This chapter explores the factors that influence consumers’ goals.

In late 2015, clothing retailer Nordstrom released a holiday sweater intended to appeal to their Jewish customers. The Hanukkah-themed sweater featured holiday-appropriate symbols but the message of the shirt “Chai Maintenance” (loosely pronounced “High Maintenance”) and “J.A.P.” (Jewish American Princess) played upon common, derogatory ...

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