소비자행동론

indivisual(rational) vs group(professional)select purchase use dispose ->products services, ideas, experiences to satisfy nees and desiresbuyer behaviour(focused on purchase) vs consumer behaviour(inclue prioir, after)marketing(seller, buyer) starts from needs and wants -> solution Depending on stage. diffrenceconsumer:desire, make, purchase, use and disposeDog vs dog ownerCell phone for teeanger vs partents(Gatekeeper, influencer)Opinion from brand communiy and online communityTwo diffrent exchange Theories(s<->b)Transactional Exchangeone time(Discrete exchan..........

원문링크 : 소비자행동론