Emotion and Reason in Consumer Behavior  - Chaudhuri, Arjun

Emotion and Reason in Consumer Behavior

Arjun Chaudhuri

Yayınevi: Routledge

Yayın tarihi: 02/2006

ISBN: 9780750679763

İngilizce | 184 Sayfa |

Tür: İşletme-Pazarlama

  • Temin Süresi 28 - 42 iş günü

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Emotion and Reason in Consumer Behavior strives to understand and describe some of the emotional and rational reasons for consumers' choices of products and their processing of commercial messages. Chaudhuri also shows some of the effects these motivational forces have on marketing outcomes such as brand loyalty, market share, and higher price margins. All of the chapters feature a theoretical section with a research results section at the end, and the book utilizes sound academic research at a level that both students and professionals can comprehend.

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