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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
Motivation 117
Autonomy means an individual aims for an individualistic and unique way of decision making.
For example, a person with this need would plan a birthday party independently and float a unique
theme like “the devil” where guests might have to dress up like devil. Dominance is related to
aecting the other individual’s mindset, decision making, and behavior. This can be carried out
by discussing and contemplating on knowledge. For example, a person who is an expert in tech-
nology can aect the behavior of his or her friends when they plan to buy a tablet. Nurturance
would be to help those individuals who might be underprivileged. For example, Nita Ambani
(who is the chairperson and founder of the Reliance Foundation and a non-ex
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Publisher Resources

ISBN: 9789353941468