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The behavioral economics of brand choice

Foxall, Gordon Robert ORCID:, Olivera-Castro, Jorge M., James, Vistoria K. and Schrezenmaier, Teresa C. 2007. The behavioral economics of brand choice. Basingstoke: Palgrave Macmillan.

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This book applies methods for the analysis of consumer choice developed by behavioral psychologists in order to understand animal behavior in economic terms to the study of human consumers' brand choices in real-world markets for fast-moving consumer products. This unique development reveals the causes of consumer choice that underlie patterns of brand selection;the role of price and non-price elements of the marketing mix in influencing brand choice and novel means of describing the structure of markets in terms of the combination of utilitarian and symbolic benefits consumers obtain from their purchases.

Item Type: Book
Book Type: Authored Book
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
H Social Sciences > HM Sociology
Publisher: Palgrave Macmillan
ISBN: 9780230006836
Last Modified: 20 Oct 2022 09:33

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