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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
92  Chapter 3
prefer customization as it makes them happy and delighted. For instance, they would like
to see their name and picture on coee mugs. If they receive such unique customized prod-
ucts, they buy those brands and repeat their purchases.
Negative Reinforcement Digital natives may have had unfavorable experiences from prod-
ucts or brands. These consumers often go out of their way to share these experiences through
digital platforms. More so, negative experience will not allow digital natives towards a stimulus.
However, some negative stimulus can develop a positive or favorable behavior. For example,
HIV and AIDS campaigns deliver negative consequences. This fear appeal can motivate the
person to use a condom. However, this fear can ...
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Publisher Resources

ISBN: 9789353941468