O'Reilly logo

A Primer on Consumer Behavior by David W. Stewart

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

CHAPTER 2

Forces Influencing Buyer Decision Making and Behavior

Image

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 ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required