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Understanding Consumer Behavior

Understanding Consumer Behavior

Abderrahmane CHOUHBI / Hasnaa EL GOZMIR / Rachid El Moubarki

76,72 €
IVA incluido
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2024
Materia
Ventas y marketing
ISBN:
9786208092412
76,72 €
IVA incluido
Disponible

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Sobre IBD

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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