Effetti di contesto e comportamento del consumatore: alcune considerazioni critiche

CABIDDU, FRANCESCA

2007-01-01

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Abstract

Marketers have become increasingly interested in the notion that contest may influence consumer decision making. In this study we propose a model that considers two level of context (objective and subjective) that might influence the consumer behaviour. The experiential approach is integrated through the contextual and the consumer behaviour analysis. The paper concludes with a critical statement on the relevance of subjective contest in the relation between consumer and enterprise. Some implications of this study and directions for future research are also addressed.