About this document

Understanding Consumer Decision-Making by Jem TW is a document available to read on EtoBox.

This research highlights the importance of understanding consumer decision-making in brand communication, revealing that 84% of purchases are influenced by pre-existing brand bias. It emphasizes the need for marketers to focus on consumer receptivity and the effectiveness of various touchpoints, advocating for a nuanced approach rather than generic media strategies. The findings suggest that integrating owned, shared, and earned channels is crucial for converting consumer bias into sales.

Author

Jem TW

Language

EN