Lecture Consumer behaviour (4e): Chapter 14 - Neal, Quester, Hawkins
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Chapter 14 - Group influence and communication. This lecture explains how groups are defined and their influence on consumption. Marketers use information about groups to devise various strategies and utilise groups to communicate information about their products. The concept of diffusion of innovations or ideas is an example of the influence of groups in marketing.
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Lecture Consumer behaviour (4e): Chapter 14 - Neal, Quester, Hawkins
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Lecture Consumer behaviour (4e): Chapter 14 - Neal, Quester, Hawkins
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