 |
Exercise
Recent Purchase |
Think of a
recent purchase you made and try to remember the steps you
went through in getting to the decision to buy (bring it to
class if you can). We will draw on these experiences in
class as we go through the steps of the consumer's decision
making process.
|
|
Consumers
as Problem Solvers
|
Perspectives on
Decision Making
| Rational |
 |
|
Behavioural Influence |
 |
|
Experiential |
 |
Types of Consumer
Decisions
|
Problem Recognition
The Marketer's Role:
Primary and Secondary Demand
Information
Search
|
Type
of Search
| Internal
|
External
|
| |
|
Deliberate
 |
Accidental
|
|
|
The
Economics of Information
Rational Searches
Bias
|
|
How
Much Search?
Information Available
Prior Expertise
Risk
|
Evaluation of Alternatives
|
Identifying Alternatives
|
|
Product Categorization
|
|
Product Choice: Choosing Among Alternatives
|
|
Cybermediaries
|
Heuristics 
|
Brand Loyalty vs Habit
Inertia
|
Decision Rules
|
Non-Compensatory
(true story)
"an MG or nothing"
|
Compensatory
Simple Additive:
a car with as many good qualities as possible
Weighted
Additive: A car, in my favourite colour
|
|
Time for Group Meetings
|
