The New Application of "Two-Factor" Model in Consumer Brand Selection Study

Abstract

Herzberg's "Two-Factor" Theory develops a concept that satisfaction and dissatisfaction are not on a continuum with one increasing as the other diminishes, but are independent phenomena. Factors that increase satisfaction are different with those decrease dissatisfaction. Consumer's brand selection behavior is also influenced by their satisfaction or… (More)

Topics

6 Figures and Tables

Cite this paper

@article{Wang2009TheNA, title={The New Application of "Two-Factor" Model in Consumer Brand Selection Study}, author={Feng Wang and Ning Zhang}, journal={2009 First International Conference on Information Science and Engineering}, year={2009}, pages={4577-4580} }