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Consumer behavior : /understanding consumers--designing marketing activities
Publicado 2023Tabla de Contenidos: “…Secondary Research 2.4 Forms of Information Retrieval 2.4.1 Surveys and Operationalization of Constructs 2.4.2 Observation of Subjects 2.4.3 Instrument-Based Procedures and Consumer Neuroscience 2.4.4 Experiments and the Proof of Causality 2.5 Learning Aid Further Reading References 3: Motivation 3.1 Characteristics of Motivated Action 3.1.1 Motives and Motivation 3.1.2 Pursuit of Effectivity 3.1.3 Goal Engagement and Goal Disengagement 3.2 Motivation as a Product of Person and Situation 3.2.1 Personal Factors 3.2.2 Situational Factors 3.3 Explaining Consumer Behavior Through Motivational Theories 3.3.1 Content Theories of Motivation 3.3.1.1 Maslow's Hierarchy of Needs 3.3.1.2 Herzberg's Two-Factor Theory 3.3.2 Process Theories of Motivation: The VIE Theory 3.3.3 Regulatory Focus Theory 3.3.4 Lewin's Field Theory 3.4 Motives of Consumer Behavior 3.4.1 Cross-Behavioral Consumer Motives 3.4.2 Behavior-Specific Consumer Motives 3.5 Measurement of Motives 3.6 Learning Aid Further Reading References 4: Emotion 4.1 Characteristics of Emotions 4.1.1 Features of Emotions 4.1.2 Components of an Emotion 4.1.3 From Consumer Emotion to Consumer Motivation 4.2 Emotion Theories to Explain Consumer Behavior 4.2.1 Biological Approaches 4.2.2 Cognitive Approaches 4.2.2.1 Two-Factor Theory of Emotion 4.2.2.2 Protection Motivation Theory 4.3 Making Consumer Emotions Measurable 4.3.1 Verbal Procedures 4.3.2 Instrument-Based Procedures 4.4 Learning Aid Further Reading…”
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