Knowledge@SMU

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

3-2012

Abstract

Consumer decision making can be conceptualised as a series of stages progressing from the recognition of a need to search for information about alternatives, the formation of a consideration set, a formal evaluation of the choices, and finally, making the purchase. But how much of this process might be affected by a consumer’s style of goal pursuit? According to Hannah Chang, an assistant professor of marketing at SMU, businesses will do well to pay attention to their target customers' decision environments.

Disciplines

Business | Marketing

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Article ID

1416

Subject(s)

Marketing

Included in

Marketing Commons

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