Overview

Consumer behavior refers to the actions and decisions made by individuals and households when purchasing goods and services. This book explores how consumers make decisions when purchasing goods or services. It delves into the psychological, social, and cultural factors that influence consumer behavior, such as perception, learning, motivation, and attitudes. It presents real-life case studies and examples to illustrate how different factors can affect consumer decision-making. The book provides insights into how businesses can better understand and influence consumer behavior to improve their marketing efforts and achieve success.

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9781774697139

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João Heitor de Avila Santos, a distinguished expert in innovation, technology, and sustainability, brings his extensive experience in academia, consulting, and project management to his second book on consumer behavior. As an Associate Professor at UniLaSalle and a published author in the field of Innovation and Management of Technology, Joao's unique blend of expertise allows him to explore the intricacies of consumer behavior and its relationship with emerging technologies, sustainability, and social innovation. With this book he aims to make a global impact on understanding and shaping the future of consumer behavior.

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