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Consumers' Purchase Intentions and Their Behavior (Foundations and Trends(r) in Marketing)

Consumers' Purchase Intentions and Their Behavior (Foundations and Trends(r) in Marketing)

ISBN: 9781601988805
Publisher: Now Publishers Inc
Publication Date: 2014-12-01
Number of pages: 62
Any used item that originally included an accessory such as an access code, one time use worksheet, cd or dvd, or other one time use accessories may not be guaranteed to be included or valid. By purchasing this item you acknowledge the above statement.
$73.74

Consumers' Purchase Intentions and Their Behavior reviews the relevant literature on purchase intentions in marketing, and more generally on the intentions-behavior relationship in social psychology, since purchase intentions are a particular form of the more general construct of intentions. Starting with the importance of purchase intentions to marketing managers, the author then focuses on reviewing the literature that provides an understanding of how strong is the relationship between purchase intentions and purchasing, what factors influence the strength of the relationship between purchase intentions and purchasing, and how a marketing manager should best use purchase intentions to forecast future sales.

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