Essays about: "Market misbeliefs"

Found 1 essay containing the words Market misbeliefs.

  1. 1. To Misbelieve or Not to Misbelieve: A quantitative study of the impact of market misbeliefs on product beliefs, product attitudes and purchase intentions

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Jelena Dmitrijeva; Susanna Silvander; [2013]
    Keywords : Market misbeliefs; Product beliefs; Product attitude; Purchase intentions; Product involvement;

    Abstract : The initiated study focuses on the under-researched topic of market misbeliefs, which the authors define as beliefs about associations between independent market concepts that are either false or at least not true in all situations. The purpose of the research is to understand the impact of market misbeliefs on three sets of consumer evaluations - product beliefs, product attitudes and purchase intentions - of high- and low-involvement products. READ MORE