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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
Decision-Making 331
Decision-making Model
Every digital native makes decisions regularly depending on their needs and wants. However,
there are always dierences among digital natives. This is especially so in terms of their
aspirations. It is indeed more complex as there are multiple options available for them through
online and digital sources. Their searches are also complex as it involves digital, social media
platforms, and mobile apps. Earlier, the most comprehensive model for consumer behavior was
the black box model, as proposed by Philip Kotler in 1990. This model was developed to under-
stand complicated consumer individual decision-making ...
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Publisher Resources

ISBN: 9789353941468