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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
336  Chapter 10
Internal Components
We have understood the external factors so far. Now, it is imperative to comprehend the internal
components that aect the decision-making process of digital natives. These are discussed here.
1. Perceptions and Attitude: Digital natives develop perceptions about the products and
brands by selecting, organizing, and interpreting the information. Perception is the indi-
vidual’s picture of the world where the person lives in. This could be an online or oine
world. This process makes a lasting impression of the products and brands on their mind-
set. For example, if they order a shirt through an online channel and the color they saw
on the digital channel is not similar to what they have received, their perception ...
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Publisher Resources

ISBN: 9789353941468