Understanding participants as consumers
After completing this chapter, you should be able to:
• Define participant consumption behavior.
• Explain the simplified model of participant consumption behavior.
• Describe the psychological factors that affect participant decision making.
• Identify the various external factors influencing participant decision making.
• Describe the participant decision-making process.
• Understand the different types of consumer decision making.
• Discuss the situational factors that influence participant decision making.
Think about the sports and recreational activities in which you participated during the past month. Maybe you played golf or tennis, lifted weights, or even went hiking. ...
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