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| | | | | Consumer Behavior: A Strategic Approach
Henry Assael, New York University
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Learning Objectives
Chpater 5: Situational Influences in Decision Making
- To determine the importance of the purchase and consumption situation in influencing brand and product choice.
- In doing so, to devote particular attention to the gift-giving situation.
- To consider the nature and measurement of situational variables.
- To incorporate situational variables into a model of consumer behavior.
- To illustrate the necessity of considering the usage situation in developing marketing strategies.
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