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What is Intro to Consumer Behavior & Marketing about?

This document provides an introduction to consumer behavior and its role in marketing strategy. It defines consumer behavior as the dynamic interaction between cognition, affect, behavior, and the environment during the consumption process. Consumer behavior involves purchase, use and disposal activities, as well as emotional, mental and behavioral responses to marketing. It can be studied at the individual or organizational level. Research approaches include interpretive, traditional, and marketing science

Author

IlwynFreiresGascal

Language

EN