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Frameworks for a Consumer’s Group Knowledge Representation

Frameworks for a Consumer’s Group Knowledge Representation
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Author(s): Massimo Franco (University of Molise, Italy), Francesca Di Virgilio (University of Molise, Italy), Loredana Di Pietro (University of Molise, Italy) and Angelo Camillo (Woodbury University, USA)
Copyright: 2011
Pages: 23
Source title: Advanced Technologies Management for Retailing: Frameworks and Cases
Source Author(s)/Editor(s): Eleonora Pantano (University of Calabria, Italy) and Harry Timmermans (Eindhoven University of Technology, The Netherlands)
DOI: 10.4018/978-1-60960-738-8.ch007


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This chapter discusses three main objectives: (1) the contribution to the body of literature of consumer behaviour demonstrating that consumer groups’ knowledge (i.e., two-person dyads, families, peer or friendship groups, teams, and other social units) is relevant for study by consumer researchers; (2) the development of an integrated conceptual representation of consumer’s group knowledge including the influence of collective variables on decision making process; (3) the investigation of scientific inquiries regarding the role of advanced technologies in relation to conceptual representation. The approach introduces a new framework applicable both as a tool for enhancing the understanding of consumer’s group knowledge, and as a useful guide to future research on consumer knowledge as a whole. The content discussed herein attempts to establish the building block toward the development of a theory of consumer’s group knowledge. The study offers direction toward a potential path that could evolve into an established theory regarding consumer’s group knowledge in the marketplace.

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