Measuring Consumer Involvement


Consumer involvement in analyzing cognitive emotions is the ­principal element in developing perceptions, attitude, and behavior. There are many judgmental theories woven around the concepts of cognition and consumer behavior. This chapter addresses anchoring or focalism, and four-factor model comprising arousal, behavioral control, emotions, and critical thinking as part of the judgmental theories. Various perspectives on behavioral filters over cognitive biasness and aggressive and defensive behavior have also been discussed in this chapter. Decision making among consumers is critical to market information. This ­chapter also ­discusses critically the causes and effects of information analytics ...

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