Consumer Behavior as a Decision Process
Chapter 3 introduced a variety of psychological processes that influence how consumers obtain and use information when making purchases. This chapter takes a closer look at specific rubrics and rules that consumers use for making decisions about which products and service to purchase. An understanding of these rubrics and rules is critical for a marketer who wishes to influence consumer’s decisions.
A charitable giver, who we will call Samantha, has resolved to give more to help others this year but she does not want to see her money go to waste; she wants to give where she can do the most good. ...
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