This article series spotlights key business trends identified by the expert members of Forbes Councils. Find out if you qualify for Forbes Communications Council here. Consumers make purchases based ...

This is a preview. Log in through your library . Abstract Although knowledge transfer has been found to be an important learning mechanism in several consumer behavior domains, our understanding of ...

How do structural and affective elements in a persuasive message influence consumers' product beliefs and attitudes? In this article, we examine how the logical structure of arguments (provided ...

Attitudes are widely regarded as one of the most important drivers of purchase behavior, so it’s no surprise that savvy marketers strive to understand and influence their target customers’ attitudes.