J. Paul Peter and Jerry Olson (2010). Consumer Behavior and Marketing Strategy, 9th Edition, McGraw Hill. Bấm tại đây

Learning outcomes: Define and identify affective and cognitive, behavioral, and environmental factors. Recognize why all three factors must be taken into consideration for a thorough understanding of consumers. Understand that marketing strategies can influence consumers’ affect and cognitions, behaviors, and environment, and in turn are influenced by these factors. Describe the dynamic process of reciprocal […]

After finishing this chapter, students should be able to: discuss how stored knowledge interacts with environmental factors to influence consumers’ decision-making processes. describe the key features of problem solving. describe the various aspects of problem representation, including goal hierarchies, choice alternatives and choice criteria. discuss the types of end goals and their effects on problem […]