Overview

This book explains why consumer individual emotion will influence consumption behavior in behavioral economic view point. I shall indicate case studies to explain how consumer individual better or worse emotion how to influence whose consumption behavior in different suitations. Finally, I shall indicate evidences to conclude that consumer individual emotion will have direct relationship to influence consumption behavior, even, it's influence is exceed above product or service high price factor, poor product quality or poor staff service performance or attitude etc. different factors to influence the consumer decides to choose to buy the product or consume the service consequently, it the consumer has good emotion at the moment.

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9781721921454

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