Construal Matching in Online Search: Applying Text Analysis to Illuminate the Consumer Decision Journey

As consumers move through their decision journey, they adopt different goals (e.g., transactional vs. informational). In this research, the authors propose that consumer goals can be detected through textual analysis of online search queries and that both marketers and consumers can benefit when pai...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Journal of marketing research 2021-12, Vol.58 (6), p.1101-1119
Hauptverfasser:	Humphreys, Ashlee, Isaac, Mathew S., Wang, Rebecca Jen-Hui
Format:	Artikel
Sprache:	eng
Schlagworte:	Consumers Text analysis
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!