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| | | | | Consumer Behavior: A Strategic Approach
Henry Assael, New York University
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Learning Objectives
Chapter 6: Consumer Perceptions
- To describe the process of consumer perceptions.
- To consider stimulus and consumer characteristics affecting perception.
- To establish the concepts of selective perception, organization, and interpretation of marketing stimuli.
- To consider the strategic implications of these perceptual processes, especially regarding pricing strategies.
- To illustrate the importance of brand, price, store, and corporate image in evaluating marketing strategy.
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