Consumer Decisions in Marketing Communications

Christopher A. Dodd; Andreea Oniga

doi:10.23912/9781915097774-5790

Consumer Decisions in Marketing Communications

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Abstract

The focus of this chapter is on consumer decisions when consuming communications. It explores why consumers are driven to make certain decisions, and how they manage their experiences before, during and after consuming marketing communications. It draws on consumer values, motivations and involvement as a means of framing our understanding around what consumers do in terms of behaviour, what they feel by way of emotion and what they think in terms of cognition.

Original language	English
Title of host publication	Marketing Communications: An advertising, promotion and branding perspective
Editors	Babak Taheri, Hamid Shaker
Publisher	Goodfellow Publishers
Pages	51-78
Number of pages	28
Edition	2nd
ISBN (Electronic)	9781915097989
ISBN (Print)	9781915097774, 9781915097781
DOIs	https://doi.org/10.23912/9781915097774-5790
Publication status	Published - 20 Dec 2024

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title = "Consumer Decisions in Marketing Communications",

abstract = "The focus of this chapter is on consumer decisions when consuming communications. It explores why consumers are driven to make certain decisions, and how they manage their experiences before, during and after consuming marketing communications. It draws on consumer values, motivations and involvement as a means of framing our understanding around what consumers do in terms of behaviour, what they feel by way of emotion and what they think in terms of cognition.",

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Consumer Decisions in Marketing Communications

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