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By Lars Perner, Ph.D.
The study of consumers helps firms and organizations improve their marketing
strategies by understanding issues such as how
By Lars Perner, Ph.D.
The study of consumers helps firms and organizations improve their marketing
strategies by understanding issues such as how
- The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers);
- The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);
- The behavior of consumers while shopping or making other marketing decisions;
- Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;
- How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and
- How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.
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