Understanding Consumer Behavior - EL GOZMIR, Hasnaa;CHOUHBI, Abderrahmane;El Moubarki, Rachid
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Understanding consumer behavior involves analyzing different behavioral approaches and theories, as well as studying the decision-making process. This analysis examines how choices are influenced by conscious and unconscious mechanisms. By exploring various models of decision-making, such as those of Nicosia, Howard and Sheth, Engel et al. and Fishbein and Ajzen, we can grasp how consumers navigate between information search, evaluation of alternatives, and final decision. These models reveal how conscious processes (such as rational analysis) interact with unconscious influences (such as…mehr

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Produktbeschreibung
Understanding consumer behavior involves analyzing different behavioral approaches and theories, as well as studying the decision-making process. This analysis examines how choices are influenced by conscious and unconscious mechanisms. By exploring various models of decision-making, such as those of Nicosia, Howard and Sheth, Engel et al. and Fishbein and Ajzen, we can grasp how consumers navigate between information search, evaluation of alternatives, and final decision. These models reveal how conscious processes (such as rational analysis) interact with unconscious influences (such as cognitive biases and emotions) to shape purchasing decisions. An integrated understanding of these aspects is essential for designing effective marketing strategies that address both the rational and emotional factors of buying behavior.
Autorenporträt
Hasnaa El Gozmir, doctora en Economía y Gestión, ha publicado varios trabajos en el ámbito del marketing. También enseña de forma temporal en la Facultad Multidisciplinaria de Khouribga y es miembro asociado del Laboratorio de Economía y Gestión de la misma facultad.