Abstract
How you profile your target consumers is extremely important when it comes to a marketing strategy. In economics, some theories regard consumers as “homo economicus” and assume that consumers who are advantaged or in an economically advantageous position would purchase expensive products.
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Shimizu, A. (2021). Evolution of the Comprehensive Decision-Making Process: Emergence of Outspoken Consumers. In: New Consumer Behavior Theories from Japan . Advances in Japanese Business and Economics, vol 27. Springer, Singapore. https://doi.org/10.1007/978-981-16-1127-8_2
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DOI: https://doi.org/10.1007/978-981-16-1127-8_2
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