Pramezwary, Amelda; Juliana, Juliana; Pramono, Rudy; … - 2022
Alphabet theory is a framework that combines several theoretical elements of individual consumers: norm belief value theory (V.B.N.), Attitude Behavior Context Theory (A.B.C.), knowledge (K), information seeking (I.S.), context (C), habit (H), and demographics (D). This framework proposes that...