Title: Understanding Consumer Behavior: Exploring the choices between consciousness and unconsciousness
Publisher: Our Knowledge Publishing
Publication Date: 2024
Language: English
ISBN 10: 6208092418
ISBN 13: 9786208092412
Binding: Soft cover
Condition: New

About this title

Synopsis

Understanding consumer behavior involves analyzing different behavioral approaches and theories, as well as studying the decision-making process. This analysis examines how choices are influenced by conscious and unconscious mechanisms. By exploring various models of decision-making, such as those of Nicosia, Howard and Sheth, Engel et al. and Fishbein and Ajzen, we can grasp how consumers navigate between information search, evaluation of alternatives, and final decision. These models reveal how conscious processes (such as rational analysis) interact with unconscious influences (such as cognitive biases and emotions) to shape purchasing decisions. An integrated understanding of these aspects is essential for designing effective marketing strategies that address both the rational and emotional factors of buying behavior.

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