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Consumer Behavior: Attitude, Intention, and Choice Behavior
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Consumer Behavior: Attitude, Intention, and Choice Behavior
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Understand What Drives Consumer Decisions!
Consumer Behavior: Attitude, Intention, and Choice Behavior by Naresh Malhotra delves into the intricate psychological and behavioral factors that shape consumer preferences and decision-making. This volume in the Legend in Marketing series explores how attitudes are formed, how they influence purchase intentions, and ultimately, how consumers make choices.
Drawing from cutting-edge research and real-world applications, this book examines key topics such as brand perception, social influence, decision heuristics, and the role of emotions in purchasing behavior. It also provides insights into how marketers can predict and influence buying decisions through strategic messaging, advertising, and consumer engagement.
Designed for marketing professionals, researchers, and business leaders, this book serves as an invaluable resource for anyone looking to understand the psychology behind customer choices.
📘 Gain deeper insights into consumer attitudes and decision-making—order your copy today!
Pages: 340 pages
Paperback (ISBN): 9781636514277
Hardback (Color): 9781636514284
Trim Size: 6x9
Category: Business & Economics
Author: Naresh K. Malhotra
Dr. Naresh K. Malhotra is Senior Fellow, Georgia Tech CIBER and Regents Professor Emeritus, Scheller College of Business, Georgia Institute of Technology, USA. He is Chairman of the Emerging Markets Conference Board the Lead Program Co-Chair of the annual conferences organized by the Board. He has published more than 140 papers in major refereed journals. In addition, he has also published numerous refereed articles in the proceedings of major conferences. In addition, he has also published numerous refereed articles in the proceedings of major national and international conferences. Several articles have received best paper research awards.
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This book provides a thorough understanding of consumer behavior, covering aspects like attitudes, intentions, and choice behavior. The real-world examples make it highly relevant for marketing professionals and researchers.
A detailed and insightful book on consumer behavior, offering a mix of theory and application. While it is comprehensive, a few more interactive elements or exercises could make it even more engaging.
The book presents consumer behavior concepts in a clear and structured manner. The case studies are particularly helpful in applying theories to real-life scenarios. A fantastic resource for students and professionals alike!
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