Henry Assael

Henry AssaelProfessor of Marketing, Leonard N. Stern School of Business, New York Univ.
...
Annette and Henry have put forth some exciting ideas about feeding their committee with industry reaction and new thinking:
...
Henry AssaelStern School of Business, NYU

MODERATOR: Henry Assael , Professor of Marketing, NYU

Henry Assael, New York University

Henry Assael New York University, New York, USA

The level of perceived differentiation and customer involvement shape four generic types of buying behaviors identified by Professor Henry Assael of New York University in his popular textbook, Consumer Behavior and Marketing Action (6th edition, South-Western College Publishing, 1998).The four basic types of buying behavior condition every stage of the buying process, from awareness through consideration, preference, purchase and loyalty.Evidence that these behaviors are also found online is provided by the result of an Accenture e-branding study that identified customer segments that map closely to these behaviors.

Complex buying : High differentiation, high involvement

Products in this category are often complicated, expensive, infrequently purchased and highly differentiated - cars, vacation packages and high-end stereo equipment.