chapter 1 - • Interpretive understand consumption and its...

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Chapter 1 Consumer Behavior- Intro to Consumer Behavior What is consumer behavior? Consumer behavior- the dynamic interaction of affect and cognition, behavior and the environment by which human beings conduct the exchange aspects of their lives o Dynamic because the thinking, feeling, and actions of individual consumers o Interactions occur among people’s thinking, feelings and actions and the environment o Exchanges between human beings Approaches to Consumer Behavior Research
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Unformatted text preview: • Interpretive- understand consumption and its meanings; long interviews and focus groups • Traditional- explains consumer decision making and behavior; experiments and surveys • Marketing Science- predict consumer choice and behavior; math-modeling and simulation Consumer Behavior and Marketing Strategies • Marketing strategy- design, implementation, and control of a plan to influence exchanges to achieve organizational objectives...
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This note was uploaded on 04/09/2012 for the course MAR 3503 taught by Professor Kim,j during the Fall '08 term at University of Central Florida.

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