Influencing Buyer Behaviour: Processes and Strategies

Posits that the buying decision is influenced by extra‐personal persuasion and the intra‐personal influence of a buyer's personal behaviour. Suggests that the creative design of marketing is dependent on an understanding of these two processes which, it is revealed, can lead to a remarkably different market response.

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Year of publication:	1979
Authors:	Dholakia, R.R.
Published in:	European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 13.1979, 5, p. 282-293
Publisher:	MCB UP Ltd
Subject:	Consumer behaviour \| Marketing strategy \| Marketing planning \| Decision making \| Pricing policy

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/EUM0000000004949 [DOI]
Source:	Other ZBW resources

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