1. Consumer Behaviour and the Decision Making Process
... different things, and due to this the value of the object becomes personal (Holbrook 1999). This kind of personal comparison happens situationally, which means that the context controls and guides the carried out assessments. (Holbrook 1999) Preferring (Holbrook 1999) means that the consumer's choice of products is based upon the consumer's preferences. By preferring consumer indicates the preference for certain features on the object. The object can have characteristics, which divide ... consumers into groups in relation to their preferences, For example, the characteristic of the obje...
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