Negative Consumer Behavior What is negative consumer behavior and what are the characteristics of a bad customer? How can managers address this issue to ensure success?

Negative Consumer Behavior To fully understand what negative consumer behavior is and what makes a bad customer, we first have to understand what "consumer behavior" is. In their book, "Consumer Behavior: Concepts and Strategies," Berkman and Gilson (1981) say that the American Cultural System, which is made of values and artifacts, strongly influences consumer activity in the United States. "In the twentieth century, American Culture reflected a distinct consumption ethic based upon affluence and gratification of …

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