Consumer Behavior

American University in Dubai

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Barry J. Babin, Eric Harris

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Consumer Behavior Notes and Summary (chapter 1-12). MKTG 401. Book used is Consumer Behavior 7, Babin, Barry J. and Harris, Eric G. (2016, 2017), South-Western ISBN 13: 978-1-133-58993-8
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januari 2020

2019/2020
This document contains the following chapters summarized using both book and lecture notes. Chapter 1: What is Consumer Behavior and Why Should I Care? Chapter 2: Value and The Consumer Behavior Framework Chapter 3: Consumer Learning Starts Here: Perception Chapter 4: Comprehension, Memory, and Cognitive Learning Chapter 5: Motivation and Emotion: Driving Consumer Behavior Chapter 6: Personality, Lifestyles, and the Self-Concept Chapter 7: Attitudes and Attitude Change Chapter 8: Group and I...
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