Обдуманный выбор и импульсивное действие как детерминанты потребительского поведения (часть 1)
Штрак Ф., Верт Л., Дойч Р.

Краткая характеристика моделей потребительского выбора;
Ограниченная рациональность;
Импульсная покупка;
Либо импульсное действие, либо обдумывание?;

Ключевые слова: обдуманный выбор, импульсивное действие, покупка, обдумывание, модели потребительского поведения

Аннотация

Статья описывает двухкомпонентную модель потребительского поведения, основанную на предположении, что все поступки человека представляют собой результат комплексного действия рефлексивных (основанных на обдумывании) и импульсивных механизмов. Эти механизмы имеют разную природу, но все они вносят свой вклад в совершение покупки. При этом относительный вклад импульсивных процессов и процессов обдумывания зависит от личных и ситуативных обстоятельств. Функционирование и взаимодействие обеих систем рассматривается на разных стадиях обработки информации с учетом динамики потребительского поведения. Особое внимание уделено импульсивным покупкам.

Журнал: «Реклама. Теория и практика» — №2, 2008 (© Издательский дом Гребенников)
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Кол-во знаков: около 14,347

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Штрак Ф.

Университет Вюрцбурга (Германия).

Другие статьи автора 2

Верт Л.

Университет Вюрцбурга (Германия).

Другие статьи автора 2

Дойч Р.

Университет штата Огайо (США).

Другие статьи автора 2