There is a basic misunderstanding about the forces that shape shopping behavior. Consumers believe that they act rationally to maximize their personal best interests when making purchase decisions.
The study of consumer behaviour is largely to understand what makes a customer tick, be it a retail customer – buying things for ‘personal’ consumption or institutional buyers buying products and ...
The author observes some of the nuances of neuromarketing under three headings, focusing on its role in understanding the consumer mindset, decision-making, and its impact on purchase decisions ...
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