Understanding Consumer Behavior Through Consumption Experience: an Auto-Driving Study on Off-Road Experiences
Most studies on consumer behavior are based on the process that generates the purchase decision and culminates in the behavior itself. This perspective is based on the information processing model, which presupposes that, at every decision made, consumers evaluate functional characteristics and benefits according to the importance level, evaluate their presence in the different choice options, and finally choose the option that presents more general utility.
Fernanda Pagliarini Zilles and Walter Meucci Nique (2006) ,"Understanding Consumer Behavior Through Consumption Experience: an Auto-Driving Study on Off-Road Experiences", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 64-67.
Fernanda Pagliarini Zilles, Universidade Federal do Rio Grande do Sul, Brazil
Walter Meucci Nique, Universidade Federal do Rio Grande do Sul, Brazil
LA - Latin American Advances in Consumer Research Volume 1 | 2006
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