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Continue Learning A powerful tool for marketers is forming and leveraging brand community. A d...

In additional to demographic and social influences, we also examine some of the situational facto...

The typical outcome of social influence is that our beliefs and behaviours become more similar to...

While the decision-making process appears quite standardized, no two people make a decision in ex...

Continue Learning Consumer decision making isn’t nearly as straight forward as, “need/want > b...

The “evaluation of alternatives stage” in the Individual Decision Making Process is worthy of a b...

The last stage in the Consumer Decision Making Process is disposal. What options do consumers hav...

An organization that wants to be successful must consider buyer behavior when developing the mark...

Every day we are bombarded by advertisements of every sort. The goal of these ads is to sell us c...

Although we might use the term in a different way in our everyday life (e.g., “Hey, he’s really g...

A brand consists of any name, term, design, style, words, symbols or any other feature that disti...

One of the newer and increasingly important set of factors that is being used to understand consu...

The link between people’s personalities and their buying behaviour is somewhat unclear, but marke...

One of the most important psychological approaches to understanding personality is based on the t...

Personality is derived from our interactions with and observations of others, from our interpreta...

Depending on a consumer’s experience and knowledge, some consumers may be able to make quick purc...

Motivations are often considered in psychology in terms of drives, which are internal states that...