Consumers' Purchase Intentions and Their Behavior (Foundations and Trends (R) in Marketing)

Vicki Morwitz

ISBN 10: 160198880X / ISBN 13: 9781601988805

Edité par Now Publishers Inc 2014-12-01, 2014

A propos de cet article

N° de réf. du vendeur 6666-IUK-9781601988805

Détails bibliographiques

• Titre: Consumers' Purchase Intentions and Their Behavior (Foundations and Trends (R) in Marketing)
• Éditeur: Now Publishers Inc 2014-12-01
• Date de parution: 2014
• Langue: anglais
• ISBN à 10 chiffres: 160198880X
• ISBN à 13 chiffres: 9781601988805
• Reliure: Paperback
• État de l'article: New

A propos de ce titre

Synopsis

Consumers' Purchase Intentions and Their Behavior reviews the relevant literature on purchase intentions in marketing, and more generally on the intentions-behavior relationship in social psychology, since purchase intentions are a particular form of the more general construct of intentions. Starting with the importance of purchase intentions to marketing managers, the author then focuses on reviewing the literature that provides an understanding of how strong is the relationship between purchase intentions and purchasing, what factors influence the strength of the relationship between purchase intentions and purchasing, and how a marketing manager should best use purchase intentions to forecast future sales.