The Behavioral Economics of Brand Choice pdf epub mobi txt 电子书下载 2025

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出版者:Palgrave Macmillan

作者:Foxall, Gordon R./ Olivera-castro, Jorge M./ Schrezenmaier, Teresa C./ James, Vistoria K.

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页数:312

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出版时间:2007-11

价格:$ 118.65

装帧:HRD

isbn号码:9780230006836

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This book applies methods for the analysis of consumer choice developed by behavioral psychologists in order to understand animal behavior in economic terms to the study of human consumers' brand choices in real-world markets for fast-moving consumer products. This unique development reveals the causes of consumer choice that underlie patterns of brand selection;the role of price and non-price elements of the marketing mix in influencing brand choice and novel means of describing the structure of markets in terms of the combination of utilitarian and symbolic benefits consumers obtain from their purchases