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| | | | | Consumer Behavior: A Strategic Approach
Henry Assael, New York University
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Learning Objectives
Chapter 2: Complex Decision Making: Purchase and Consumption
- To provide a framework for considering the consumer as the central component of the conceptual material in the book.
- To describe basic concepts such as motives, attitudes, information processing, perceived risk, and learning.
- To present a model of store choice as well as brand choice.
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