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

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.