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MRKG-1302 (SE): 3 Consumers

Objective.

3. Identify consumer segments and buying behavior characteristics.

Media

Scholarly Articles

Ertz, Myriam, et al. "Dual Roles of Consumers: Towards an Insight into Collaborative Consumption Motives." International Journal of Market Research, vol. 59, no. 6, Nov. 2017, pp. 725-748. EBSCOhost, doi:10.2501/IJMR-2017-040.

Inman, J. Jeffrey, et al. "Our Vision for the Journal of Consumer Research: It's All about the Consumer." Journal of Consumer Research, vol. 44, no. 5, Feb. 2018, pp. 955-959. EBSCOhost, doi:10.1093/jcr/ucx123.

Toker-Yildiz, Kamer, et al. "Social Interactions and Monetary Incentives in Driving Consumer Repeat Behavior." Journal of Marketing Research (JMR), vol. 54, no. 3, June 2017, pp. 364-380. EBSCOhost, ezp.tccd.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=123770252&site=ehost-live&scope=site.