Applying Social Cognition To Consumer-Focused Strategy
- ISBN13:9780805855203
- 出版社:Taylor & Francis
- 作者:Frank R. Kardes (EDT); Paul M. Herr (EDT); Jacques Nantel (EDT)
- 裝訂/頁數:精裝/402頁
- 規格:24.1cm*16.5cm*2.5cm (高/寬/厚)
- 出版日:2005/07/30
商品簡介
Divided into four parts, this book:
*offers new perspectives on consumer information processing, selective or one sided information processing, and attribution theory;
*discusses how asking questions in focus groups, surveys, and experiments leads consumers to create opinions that would not have occurred to them otherwise;
*advances a new approach for modeling uncertainty and a new framework for thinking about uncertainty;
*summarizes recent developments concerning the Implicit Association Test and their implications for branding strategy;
*develops a new approach for analyzing the effects of intention on behavior and unplanned purchase behaviors;
*discusses the devaluation effect and shows both how implementation intentions can be used to increase new product consumption and also how promotion versus prevention regulatory focus influences consumer preferences; and
*focuses on consumer information processing and persuasion.
The text is intended for advanced graduate students, academics, and practitioners who embrace cutting-edge paradigms and methodologies in social-cognitive consumer research.
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