What is it about?
How teenagers materialism has an impact on different consumer decision-making styles: “recreation/ hedonistic”,; “confused by over-choice”; “brand consciousness”; “perfectionistic high-quality consciousness”; and “habitual brand loyal” style of consumers.
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Why is it important?
It adds to the theory-building of materialism and consumer decision making styles.
Perspectives
This is the first time that such a study has been conducted.
Dr sartaj chaudhary
Jagannath International Management School, Vasant Kunj
Read the Original
This page is a summary of: A materialistic perspective of consumer decision-making styles, Journal of Indian Business Research, October 2019, Emerald,
DOI: 10.1108/jibr-07-2017-0108.
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