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Chapter 2: Decision Making
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- 1What are the 3 types of consumer decision making?Cognitive: Highly rational decisions made by consumers
Habitual: Decisions made out of habit
Affective: Decisions made on the basis of emotion - 2Why do different consumers approach the same choice situation form very different prospectives?Because the consumers level of involvement in the decision. (Involvement is a persons perceived relevance of the object based on their inherent needs, values, and interests)
- 3Describe the 3 types of consumer involvement in marketing?decisions are likely to be highly involving if the consumer believes there is a perceived risk.
• Message Involvement: Refers to the influence media vehicles have on the consumers. Print is a high-involvement medium while television tends to be considered a low-involvement medium.
• Situational Involvement: Takes place with a store, website, or a location where people consume a product or service. One way to increase this kind of involvement is to personalize the messages shoppers receive at the time of purchase.
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- Fichas sobre Chapter 2: Decision Making, creado por ceo6 el 25/01/2015.
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