Comprendre le Comportement du Consommateur | Explorer les choix entre conscience et inconscience

Hasnaa El Gozmir (u. a.)

ISBN 10: 6206720241 ISBN 13: 9786206720249

Published by Éditions universitaires européennes, 2024

Language: French

Condition: New Soft cover

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Bibliographic Details

Title

Comprendre le Comportement du Consommateur | Explorer les choix entre conscience et inconscience

Publisher

�ditions universitaires europ�ennes

Publication Date

2024

Language

French

ISBN 10

6206720241

ISBN 13

9786206720249

Binding

Taschenbuch

Condition

Neu

Dimensions

Weight

161 grams

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Synopsis

Comprendre le comportement du consommateur implique d'analyser diff�rentes approches et th�ories comportementales, ainsi que d'�tudier le processus de d�cision. Cette analyse examine comment les choix sont influenc�s par des m�canismes conscients et inconscients. En explorant divers mod�les de prise de d�cision, tels que ceux de Nicosia, Howard et Sheth, Engel et al., et Fishbein et Ajzen, on peut saisir comment les consommateurs naviguent entre la recherche d'informations, l'�valuation des alternatives, et la d�cision finale. Ces mod�les r�v�lent comment les processus conscients (comme l'analyse rationnelle) interagissent avec les influences inconscientes (comme les biais cognitifs et les �motions) pour fa�onner les d�cisions d'achat. Une compr�hension int�gr�e de ces aspects est essentielle pour concevoir des strat�gies marketing efficaces qui adressent � la fois les facteurs rationnels et �motionnels du comportement d'achat.

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