The perceived roles of cognition, emotion and marketing strategies in college students' purchasing behavior

Date of Publication

2011

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Arts Major in Psychology

Subject Categories

Psychology

College

College of Liberal Arts

Department/Unit

Psychology

Thesis Adviser

Maria Andrea S. Tirazona

Defense Panel Member

Avila Odia S. De Jesus

Abstract/Summary

The present study examines the effect of perceived role of cognition, perceived role of emotion and marketing strategies on the behavior of adolescent consumers. The researchers also examined if there was an interaction among the three variables being studied in this research paper. Two focus group discussions with six participants each were conducted in order to gather data. To examine the results, Content Analysis was used for this study. Three main categories and 12 themes were identified from the answers of the participants. It was found out that there is an interaction among all three variables although the strength of each variable was not determined. These three are very important in the adolescent decision making and should be taken into consideration by both the consumers and sellers.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU15745

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

136 leaves ; 28 cm.

Keywords

Marketing; Consumer behavior; Marketing research; Professions--Marketing

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