Influencing Buyer Behaviour: Processes and Strategies
R.R. Dholakia
(Indian Institute of Management, Calcutta, India)
2094
Abstract
Posits that the buying decision is influenced by extra‐personal persuasion and the intra‐personal influence of a buyer's personal behaviour. Suggests that the creative design of marketing is dependent on an understanding of these two processes which, it is revealed, can lead to a remarkably different market response.
Keywords
Citation
Dholakia, R.R. (1979), "Influencing Buyer Behaviour: Processes and Strategies", European Journal of Marketing, Vol. 13 No. 5, pp. 282-293. https://doi.org/10.1108/EUM0000000004949
Publisher
:MCB UP Ltd
Copyright © 1979, MCB UP Limited