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Simamora, Bilson, author
Emotion is central component of consumer behavior. This concept, that is borrowed from psychology, is now widely and applied studied in marketing. Two major approaches used by marketing researchers are, first, behavior causes emotions and second, emotions cause behavior. In the second approach, marketing researchers study anticipated emotions of the...
Management Research Center (MRC) Department of Management, Faculty of Economics, University of Indonesia and Philip Kotler Center, 2016
AJ-Pdf
Artikel Jurnal Universitas Indonesia Library
