Situational and brand attitude models of consumer choice behavior |
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Authors: | William O Bearden PhD Arch G Woodside PhD James M Clapper PhD |
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Institution: | (1) University of Alabama, Alabama, USA;(2) Wake Forrest University, USA;(3) University of South Carolina, Columbia, South Carolina, Carolina |
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Abstract: | Three situational factors may directly affect consumers' brand intentions: the likelihood a given situation will occur for
the consumer, the likelihood the product will be a part of the situation, and the likelihood that a given brand will be consumed
in the situation. Models relating situational effects and consumer attitudes to brand intentions are discussed in this article.
The literature on situational influences in consumer behavior is briefly reviewed. |
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Keywords: | |
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