Chapter 7 - Relevant product knowledge Set of simple rules...

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Chapter 7: Consumer Decision Making o Integration process knowledge is combined to evaluate two or more alternative behaviors and choose one Consumer Problem Solving o Problem recognition o Search for alternatives o Evaluations o Purchase o Post purchase Problem Solving Elements o Problem Representation End goals Basic consequences, needs, values wanted to achieve or satisfy Set of sub-goals organized into a goal hierarchy
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Unformatted text preview: Relevant product knowledge Set of simple rules or heuristics by which consumers • Search for • Evaluate • Integrate knowledge o Choice Criteria Specific consequences used to evaluate and choose among coice alternatives Dicriminant consequences • Consequences are perceived to differ across alternatives...
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