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| Author: | Wilson, E. J. McMurrian, R. C. Woodside, A. G. |
| Title: | How buyers frame problems: revisited |
| Journal: | Psychology & Marketing
2001 : JUN, VOL. 18:6, p. 617-655 |
| Index terms: | Consumer behaviour Consumer research Service marketing |
| Language: | eng |
| Abstract: | This article investigates the following propositions: a useful approach for building an organizational-buying-behavior taxonomy might begin with classifying how buyers frame purchasing problems followed by how such frames affect subsequent perceptions and actions in teh decision process. A key result is that the buyers' framing of problems affects their preferences for vendor designs of value-added customer services. |
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