Why people buy / John O'Shaughnessy.

Format:

Book

Author/Creator:

O'Shaughnessy, John, 1927-2023.

Language:

English

Subjects (All):

Consumers.

Motivation research (Marketing).

Purchasing.

Physical Description:

vi, 195 pages: illustrations ; 24 cm

Place of Publication:

New York : Oxford University Press, 1987.

Summary:

Why People Buy provides an original approach to studying and understanding consumers, showing how to identify their goals, wants, beliefs, and choices. Discussing these and many other issues from the point of view of the marketing manager seeking to attract new customers, retain old ones, increase business, or convert customers from rivals, O'Shaughnessy explains all the major criteria that enter into consumer choices. Original and provocative, Why People Buy is an essential resource for MBA students and students of marketing and business, and "must" reading for anyone involved in selling or buying.

Contents:

1. Consumer Goals, Wants, and Beliefs 9

2. Wanting Without Buying 25

3. Buying as Rule-Following Behavior 39

4. Choosing Without Deciding and Choice Without Decision 55

5. Rationality in Buying 79

6. Grounds for Deciding: Technical and Legalistic Criteria 99

7. Grounds for Deciding: Integrative, Adaptive, and Economic Criteria 125

8. Deliberation, Preference, Buying Intentions, and Post-Purchase Satisfaction 167.

Notes:

Includes index.

Bibliography: pages 185-189.

ISBN:

0195040864

0195040872

OCLC:

13642599