清華mba系列課件：消費行為學(xué)—lec3(編輯修改稿)
2025-03-23 12:21 本頁面
【文章內(nèi)容簡介】 Extended A few sources Many sources Passive, unintentional, at random Active, intentional Evaluation 1 or 2 key criteria Many criteria Price and brand awareness Other product features At the pointofpurchase Outside pointofpurchase Acceptable solution Optimal solution Liking after trial Liking before trial Little reference group influence Substantial reference group influence Personalitylifestyle irrelevant Personalitylifestyle relevant Learning Theory ? In a marketing context, learning is the effect of purchase and consumptionrelat
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