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Understanding Consumer Behavior by Hasnaa El Gozmir

Understanding Consumer Behavior

by Hasnaa El Gozmir , Abderrahmane Chouhbi , Rachid El Moubarki
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Book cover type: Paperback
  • ISBN13: 9786208092412
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Our Knowledge Publishing
  • Publisher Imprint: Our Knowledge Publishing
  • Publication Date:
  • Pages: 100
  • Original Price: GBP 51.0
  • Language: English
  • Edition: N/A
  • Item Weight: 159 grams
  • BISAC Subject(s): Marketing / General

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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