Organizations often consider their consumer’s wants and needs, but also rely on persuading them to buy their products and services. This is often referred to as consumer persuasion, rather than putting the consumer at the centre of the organization in a process which is often referred to as consumer sovereignty.
Swarbrooke, John, and Horner, Susan. Consumer Behaviour in Tourism (2nd Edition). Jordan Hill, GBR: Routledge, 2006. ProQuest ebrary. Web. 3 June 2015.
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