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Consumer Behavior : A Digital Native
book

Consumer Behavior : A Digital Native

by Don E. Schultz, Jagdish Sheth, Varsha Jain
June 2019
Beginner content levelBeginner
480 pages
20h 15m
English
Pearson Education India
Content preview from Consumer Behavior : A Digital Native
294  Chapter 9
More specifically, the brain of digital natives works in the “bottom-to-top” and “top-to-
bottom” processing format. Top to bottom would be a black box on white background. The
simple color or objects have a small space so that the focus can be on the box. Top-to-bot-
tom processing means the determination of the object as the black box rather than the box-
shaped hole. The reason for the same is that it is cognitive in nature. This cognition is enhanced
by repetitions. However, repetitions should always have a dierent story. For example, Amul
always repeated advertisements on Twitter. Through them, digital natives are able to process ...
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Publisher Resources

ISBN: 9789353941468