Guideline: Decision Making in Marketing for IBA

Important information about this guideline:

This guideline is based on an older version of the book Consumer Behavior (6th edition instead of the 7th edition). Besides this guideline misses the following chapters 2, 11, 12, 13, and 14.  

Table of contents of this guideline:

Hoyer, W.D and MacInnis, D.J., Consumer Behavior, Houghton Mifflin Company, Boston, 

Chapter 3 - From Exposure to Comprehension

Chapter 4 – Memory and Knowledge

Chapter 5 - Attitudes Based on High Effort

Chapter 6 - Attitudes Based on Low Effort

Chapter 7 - Problem Recognition and Information Search

Chapter 8 - Judgment and Decision Making Based on High Effort

Chapter 9 - Judgment and Decision Making Based on Low Effort

Chapter 10 – Post-Decision Processes

Cialdini, R.B., Influence: Science and Practice, Allyn and Bacon, 2001, 4th ed.

Chapter 2 – Reciprocation

Chapter 3 – Commitment and Consistency – Hobgoblins of the Mind

Chapter 4: Social Proof

 

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