09.24.09 CLASS NOTES- Decision Making

09.24.09 CLASS NOTES- Decision Making - 09/24/09 THOUGHT...

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09/24/09 THOUGHT QUESTIONS 1. When advertising a product, what might influence the order in which you present the  attribute information? 2. What techniques can salespersons use to influence what you purchase? 3. What types of post-purchase complaining behavior do consumers show? DECISION MAKING I. Model of the Decision Making Process II. Focused on the last 3 steps with regard to high involvement decision making a. Problem Recognition b. Information Processing c. Brand Evaluation i. Compensatory Model 1. Consumers evaluate each brand across all benefit criteria a. Define the benefits you want from a product, order them by  importance. b. Determine the brands in your consideration set c. Evaluate the brands to determine the degree to which the  brands satisfy desired benefits d. Select the brand that best satisfies the desired benefits ii. Non-Compensatory Model 1. Used when decision making is not as high involvement as for the 
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This note was uploaded on 09/08/2010 for the course BUS 134A at San Jose State University .

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09.24.09 CLASS NOTES- Decision Making - 09/24/09 THOUGHT...

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