Consumer Job Journeys

Volume: 25, Issue: 3, Pages: 347 - 370
Published: Sep 25, 2021
Abstract
This article introduces the consumer job journey as a more holistic perspective by which to understand consumption journeys undertaken to acquire and use goods and services. It aids scholars and managers by helping make evident some key consumer decisions and behaviors that otherwise would be invisible. Four tenets lay the foundation for the concept of a consumer job journey, establishing some key differences relative to a traditional...
Paper Details
Title
Consumer Job Journeys
Published Date
Sep 25, 2021
Volume
25
Issue
3
Pages
347 - 370
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