Publisher's Synopsis
Unravel the Psychology Behind Consumer Choices!
Consumer Behavior: Information Processing and Decision Making by Naresh Malhotra provides a deep dive into the cognitive processes that drive consumer decisions. This essential volume in the Legend in Marketing series examines how individuals gather, evaluate, and act on information, influencing their purchasing behavior.
Covering topics such as perception, attention, memory, learning, and attitude formation, this book offers groundbreaking insights into how consumers process marketing messages and make buying decisions. Malhotra's influential research, coupled with expert commentaries, provides both theoretical foundations and practical applications, making it a must-read for marketers, researchers, and business professionals.
Whether you want to enhance marketing strategies, improve customer engagement, or refine advertising approaches, this book equips you with the tools to decode consumer psychology and predict decision-making patterns.
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