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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
88  Chapter 3
Cognitive School of Thought
The cognitive school of thought work on elements such as motives, signals, action and
reinforcement. They state that motives arouse the person. This is common in the digital space.
Clues and signals act as triggers as virtual pictures and animations are powerful. They reinforce
their actions if they add value to their outcome and objectives (Brophy, 2004).
For example, a
new variant of the Lux soap focuses on beauty oils that help maintain soft skin. This message
was delivered by popular Bollywood actress, Katrina Kaif. She added credibility to the motives
that were portrayed in the campaign.
It has been seen that consumers develop favorable perception towards a brand by learning
about product ingredients. ...
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Publisher Resources

ISBN: 9789353941468