I f people are not always rational decisionmakers, is it worth the effort to study how purchasing
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I f people are not always rational decisionmakers, is it worth the effort to study how purchasing decisions are made? What techniques might be employed to understand affectively based consumption choices and to translate this knowledge into marketing strategy?
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Consumer Behaviour A European Perspective
ISBN: 9781292116723
6th Edition
Authors: Michael R. Solomon, Margaret K. Hogg, Søren Askegaard, Gary Bamossy
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