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| | | | | Consumer Behavior: A Strategic Approach
Henry Assael, New York University
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Learning Objectives
Chapter 16: Group Communications: Word-of-Mouth and Diffusion Processes
- To describe the process by which word-of-mouth communication occurs between individuals within a group.
- To explain the nature of opinion leadership within the framework of group communication.
- To describe how marketers attempt to influence word-of-mouth communications.
- To describe factors that encourage the adoption of innovations.
- To consider means of segmenting markets by predisposition to adopt innovations.
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