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Other Papers on :Marketing Theory

P/M/317. How are consumers attracted to the market?

(2004, 1000,)

The paper seeks to understand the ways in which consumers get attracted to the market focusing on interpersonal influence. Personal traits are analysed in the context of the source credibility theory and source attractiveness theory. Reference groups for consumption decisions and the features of opinion leaders are outlined highlighting the implications of these influences for marketing.



 
   
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