International Journal For Multidisciplinary Research

E-ISSN: 2582-2160     Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 6 Issue 3 May-June 2024 Submit your research before last 3 days of June to publish your research paper in the issue of May-June.

The Impact of the GC Trifecta Model of Influence on Consumer Purchase Decision: An Empirical Investigation in Indian Context

Author(s) Ourba Ganguly, Saptarshi Chakraborty
Country India
Abstract GC (Ganguly & Chakraborty) Trifecta framework is a proposed model to validate various influencing agents on consumer buying decisions in a general context. The model has three major measurement constructs, and each construct has been further understood by some industry-tested methods. The constructs are – Emotional Anchoring, Use of Power Words, and Body Language & Communication Mirroring.

The hypotheses were based on the assumptions of the three constructs. Various validated scales have been used to test the hypotheses. The review of the literature has provided solid support for the hypothesis design. It has also said about the studies conducted to date in the domain.
Keywords GC Trifecta model; consumer behavior, NLP, consumer buying process; emotional anchoring; Use of power words; Body language; statistically significant, marketing management; Ourba Ganguly, Saptarshi Chakraborty
Field Business Administration
Published In Volume 6, Issue 3, May-June 2024
Published On 2024-05-04
Cite This The Impact of the GC Trifecta Model of Influence on Consumer Purchase Decision: An Empirical Investigation in Indian Context - Ourba Ganguly, Saptarshi Chakraborty - IJFMR Volume 6, Issue 3, May-June 2024. DOI 10.36948/ijfmr.2024.v06i03.19400
DOI https://doi.org/10.36948/ijfmr.2024.v06i03.19400
Short DOI https://doi.org/gttbgs

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