| Author: | Ward, J. Reingen, P. |
| Title: | Sociocognitive Analysis of Group Decision Making among Consumers |
| Journal: | Journal of Consumer Research
1990 : DEC, VOL.17, p.245-262 |
| Index terms: | CONSUMER CHOICE BRAND CHOICE CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | The analysis of both cognitive and social structure is necessary to understand group decision making. A sociocognitive perspective is developed to increase understanding of the relation between cognitive and social processes. This perspective is used to find how a group makes a consumer decision with consequences for the entire group. New insight is provided between group membership and brand choice. |
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