International Research Journal of Commerce , Arts and Science
( Online- ISSN 2319 - 9202 ) New DOI : 10.32804/CASIRJ
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THEORIES OF CONSUMER DECISION MAKING
1 Author(s): VINOD KUMAR SHARMA
Vol - 4, Issue- 3 , Page(s) : 870 - 875 (2013 ) DOI : https://doi.org/10.32804/CASIRJ
The Consumer decision process may not always develop in a carefully planned fusion. It is important to understand other theories and approaches to how consumers make decisions and when they might apply. Level of Consumer Involvement Consumer involvement can be defined in terms of the level of engagement and active processing undertaken by the consumer in responding to a marketing stimulus (e.g. from viewing an ad or evaluating a product or service.)