This volume, the first to deal with the study of consumers' and buyers' mental processing of information prior to choice, brings together thirty-one marketing specialists from industry and various universities. Their diverse and valuable contributions in the general areas of information search, initial processing, and central processing do much to advance a relatively new field of marketing study. New directions for needed research are also indicated.
Originally published 1974.
A UNC Press Enduring Edition -- UNC Press Enduring Editions use the latest in digital technology...
This volume, the first to deal with the study of consumers' and buyers' mental processing of information prior to choice, brings together thirty-one m...
