Effect of Consumer Decision-Making Styles on Attitude Towards the Ad
Published: 2017
Author(s) Name: Meenakshi Handa, Ajay Pandit, Ajeet Sharma |
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Abstract
This study examines various consumer decision-making styles amongst Indian consumers and analyses how these influence attitude towards advertising. With more foreign firms now considering India as an important business destination and existing players developing more ambitious plans, the competitive scenario in the Indian marketplace is intensifying. As firms increase their advertising spends to capture the attention of the Indian consumers, it is imperative that they adopt fresh approaches to comprehend how consumers develop attitude towards advertising. The findings of this study would enable advertisers to devise more effective strategies.
Keywords: Advertising, Attitude, Shopping Styles, Consumer Decision-Making Styles, Appeal, Rational, Emotional
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