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Table Of Contents

3.4.4 Examples of groups and buying behaviour
3.5.1 Family life cycle
3.5.2 Purchasing decisions (a) Roles
3.5.3 Situational influences
3.5.6 Opinion leadership
3.5.8 How can direct marketers find OLs?
3.5.9 Methods to track OLs include:
3.6.1 Towards a definition
3.6.2 Measurement of personality
3.6.3 Major personality theories (a) Psychoanalytic
3.6.4 Issues to consider
3.6.6 Congruity theory
3.7.1 Nature of motives (a) Drive theory
3.7.2 Classifying motives
3.7.3 Structuring motives
3.7.4 Motivational research
3.7.5 Involvement
3.7.6 Measuring involvement
3.8.1 Aspects of information processing
3.8.2 Stimuli (a) Colour
3.8.3 Stimuli/awareness thresholds
3.8.4 Perception
3.8.5 Encoding
3.8.6 Gestalt
3.9.1 Types of learning (a) Classical conditioning
3.9.2 Modifying learning and behaviour
3.10.1 Types of memory
3.10.2 Memory systems
3.10.3 Memory relationships
3.10.4 Factors affecting memory
3.11.1 Measuring attitudes
3.11.2 Why do people form attitudes?
3.11.3 Consistency theories (a) Balance theory
3.11.4 Multiattribute models
3.11.5 Low-involvement
3.11.6 Attitude towards the advertisement
3.12.1 Approaches to decision making
3.12.2 Type of decisions
3.12.3 Problem recognition
3.12.4 Information search
3.12.5 Amount of search
3.12.6 Buyers tend to search more when:
3.12.8 Alternative evaluation
3.12.9 Brand or attribute?
3.12.10 Choosing
3.12.11 Direct marketing implications
3.13.1 Shopping
3.13.2 Shops
3.13.3 Situation effects on purchasing
3.13.4 Brand loyalty
3.13.5 Post-purchase behaviour
3.14.2 Organizational buying process
3.15 Summary
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CB Reading

CB Reading

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Published by Dharun Anthaar

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Published by: Dharun Anthaar on May 02, 2011
Copyright:Attribution Non-commercial


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