Decision Metrics for Competitive Business
Overview
Decision making is a cognitive process for consumers, and an organizational process for the companies to take decisions on developing marketing strategies. Several factors affect the decision process for both consumers and companies, which often make the decision grid complicated. This chapter discusses selective decision theories including social learning and instructional learning theories, drive and cue theories, and optimal distinctiveness theory in the context of consumer behavior and managerial implications. Besides theoretical discussions, this chapter also discusses exogenous and endogenous elements affecting consumer cognition and behavior, convergence of stimuli and response ...
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