Tracking Consumer Decision Making

Tracking Consumer Decision Making

What goes on in the mind of a consumer as he forms a purchase decision? To answer this question, the author uses a relatively new methodology with a computer for setting up and interpreting multiple time-period survey data. He examines the hierarchy-of-effects theory of consumer behavior with panel...

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Veröffentlicht in:Journal of marketing 1971-01, Vol.35 (1), p.34-40
1. Verfasser: O'Brien, Terrence V.
Format: Artikel
Sprache:eng
Schlagworte:
Brands
Causality
Consumer advertising
Consumer attitudes
Consumer choice
Correlations
Decision making
Marketing
Mind
Personal computers
Variables
Word of mouth advertising
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Zusammenfassung:What goes on in the mind of a consumer as he forms a purchase decision? To answer this question, the author uses a relatively new methodology with a computer for setting up and interpreting multiple time-period survey data. He examines the hierarchy-of-effects theory of consumer behavior with panel results for a convenience food brand.
ISSN:0022-2429
1547-7185
DOI:10.1177/002224297103500106