Review the “black box” model of buyer behavior. Which buyer characteristics that affect buyer behavior influence you most when selecting a restaurant? Are those the same characteristics that would influence you when making a smartphone purchase? Explain.
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Opening the “Black Box” of Consumer Behavior
Graphic of an open, black box
Consumer behavior refers to buyers who are purchasing products for personal, family, or group use. Over time, marketers have turned to the work of behavioral scientists, philosophers, economists, social psychologists, and others to help them understand consumer behavior. As a result, there are many different theories and models used to explain why consumers act as they do. Are consumers fundamentally active or passive? Rational or emotional? How do they make buying decisions?
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