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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