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CONSUMER INFLUENCE AND THE DIFFUSION OF INNOVATIONS

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CONSUMER INFLUENCE AND THE DIFFUSION OF INNOVATIONS

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Institution: Business management
Study: Business management
Course: Business management

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Uploaded on: March 25, 2023
Number of pages: 16
Written in: 2022/2023
Type: Class notes
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Contains: All classes

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consumer influence and the diffusion of innovations

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Slide 15.1

Part 4
MORE ON THE CONSUMER’S
DECISION-MAKING PROCESS
Chapter 15
CONSUMER INFLUENCE AND
THE DIFFUSION OF
INNOVATIONS
Leon Schiffman, Leslie Lazar Kanuk and Havard Hansen, Consumer Behaviour, 2nd edition © Pearson Education Limited 2013

,Slide 15.2

Table 15.1 A comparison of the motivations of opinion leaders and opinion receivers

Leon Schiffman, Leslie Lazar Kanuk and Havard Hansen, Consumer Behaviour, 2nd edition © Pearson Education Limited 2013

, Slide 15.3

Figure 15.1 Self-designating questions for measuring opinion leadership

Leon Schiffman, Leslie Lazar Kanuk and Havard Hansen, Consumer Behaviour, 2nd edition © Pearson Education Limited 2013

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