According to an article written by Jack Shimell (2002) for Quirk’s Marketing Research Review,
According to an article written by Jack Shimell (2002) for Quirks Marketing Research Review, Consumers make their decisions and react to advertising based more on unconscious emotional processes than on conscious rational processes.There appears to be an interplay between the conscious and the unconscious with the unconscious being the driving force, when it comes to reactions to advertising and purchase decision making.There is also a distinct personality / temperament factor involved in consumer thinking and behavior.
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