Consumer Impetus and Business Management
Overview
Consumer behavior is complex, and companies have a major challenge to understand the behavioral intricacies from managerial points of view. Several behavioral theories emerged in the past explaining the cognitive perspectives of consumers, which also guide the managers to develop appropriate marketing strategies. This chapter discusses consumer motivational, cognitive and physical, and consumer acquisition- and retention-related theories. Among others the acquiescence effect, acquired needs theory, activation theory, affect infusion model, decision appraisal theory, attribution theory, Cannon–Bard theory of emotions, consistency theory, choice theory, cognitive appraisal theory, and ...
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