Capturing heterogeneous decision making processes: the case with the E-book reader market

Consumer decision-making within a specific product category can take many forms. This study investigates the individual-specific transferal processes in new product adoption through cognitive, affective, and conative stages.

Introduction

Understanding of the impact of communication messages on consumers' purchase decision-making has long been an important research topic in the marketing field. Since the pioneering study that introduced the hierarchy of effect model by Lav

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