This article examines an innovative international marketing tool for understanding multicountry consumer decision making. Two personal interview studies of consumers, one from the United States and the other from Germany, are subjected to a content analysis and statistical routines to examine need r
Procedural learning, consumer decision making, and marketing communication
β Scribed by Amna Kirmani; Peter Wright
- Publisher
- Springer US
- Year
- 1993
- Tongue
- English
- Weight
- 639 KB
- Volume
- 4
- Category
- Article
- ISSN
- 0923-0645
No coin nor oath required. For personal study only.
π SIMILAR VOLUMES
Collective knowledge building is a key strategic task for firms' success today. But creating and sharing knowledge are intangible activities that can neither be supervised nor forced out of people. They happen only when individuals cooperate voluntarily. A key challenge facing strategic management i
Research and theory in consumer decision making has been dominated by a perspective that assumes that a consumer knows what product category he or she needs. This limited view has resulted in equating consumer decisions with brand choice. The purpose of this article is to provide a framework for con