Consumer Behavior

Abstract

This chapter contains sections titled: The Consumer Domain: An Introduction How Consumers Make Product Judgments Highlighted Topics in Consumer Information Processing What Distinguishes the Consumer Domain from Other Social Domains? Distinction 1: Marketing Messages Have Important Implicit Effects Distinction 2: Marketing Messages Communicate via Non-verbal Channels Distinction 3: Product Evaluation is Not the Only Goal of Consumers Distinction 4: The Message Itself is a Target of Judgment Conclusion

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