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Vibrant Publishers The Role of Familiarity and Knowledge in Consumer Behavior (Legend in Consumer Behavior)

Name: The Role of Familiarity and Knowledge in Consumer Behavior (Legend in Consumer Behavior)
Brand: Vibrant Publishers
Price: 70.0 GBP
Availability: InStock

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Description

In The Role of Familiarity and Knowledge in Consumer Behavior, C. Whan Park explores how a consumer’s previous experience and conceptual understanding shape the way they perceive, evaluate, and respond to marketing stimuli. This book presents foundational theories and empirical studies that examine how familiarity with a product, brand, or category reduces cognitive load and influences choice behavior. Park delves into the subtle differences between subjective familiarity and objective product knowledge, showing how each affects recall, judgment, and purchase decisions. The book provides insights into how marketing strategies can leverage familiarity to boost trust, reduce perceived risk, and enhance persuasion. Ideal for researchers, students, and marketers, this book is a vital resource for understanding the cognitive shortcuts consumers use in high- and low-involvement decisions. As part of the Legend in Consumer Behavior series, it highlights C. Whan Park’s lasting impact on marketing scholarship and sheds light on the essential role of mental representations in consumer decision-making.

Product Specifications

Brand: Vibrant Publishers
Format: hardcover
ASIN: 1636516130
Category: Books > Subjects > Business, Finance & Law > Sales & Marketing > Brands & Corporate Identity
Domain: Amazon UK
Release Date: 12 August 2025
Listed Since: 13 August 2025

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It has never been this cheap. We have no record of a lower price.

Vibrant Publishers The Role of Familiarity and Knowledge in Consumer Behavior (Legend in Consumer Behavior)

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