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Communication and Consumer Behavior


After studying this chapter, you should be able to:

LO1Explain how advertising differs from the basic communication process.
LO2Outline the consumer perception process and explain why advertising people say "perception is everything."
LO3Explain how a consumer's level of involvement with a product influences the decision-making process and the advertising approach.
LO4Describe the fundamental motives behind consumer purchases.
LO5Discuss the various influences on consumer behavior.








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