Solomon Ch - 9 Revised

Solomon Ch - 9 Revised - Chapter 9 Individual Decision...

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9 - 1 Chapter 9 Individual Decision Making By Michael R. Solomon Consumer Behavior Buying, Having, and Being Sixth Edition
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9 - 2 Consumers As Problem Solvers A consumer purchase is a response to a problem. Steps in the decision process: (1) Problem recognition (2) Information search (3) Evaluation of alternatives (4) Product choice
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9 - 3 Perspectives on Decision Making Rational Perspective: Consumers integrate as much info as possible, weigh pluses and minuses, arrive at a decision Purchase Momentum: Initial impulses increase the likelihood of buying more Constructive Processing: Sequence of events by which the consumer evaluates the effort needed to make a choice and then chooses a strategy based on the level of effort required Behavioral Influence Perspective: Concentration on the types of decisions made under low involvement conditions Experiential Perspective: Stresses the totality of the product or service
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9 - 4 Types of Consumer Decisions Extended Problem Solving: Corresponds to traditional decision-making perspective Limited Problem Solving: People use simple decision rules to choose among alternatives Habitual Decision Making: Choices made with little to no conscious effort Automaticity: Characteristic of choices made with minimal effort and without conscious control
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9 - 5 A Continuum of Buying Decision Behavior Figure 9.2
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9 - 6 Problem Recognition Problem recognition: Occurs whenever the consumer sees a significant
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This note was uploaded on 06/17/2011 for the course BUS 347 taught by Professor Cherylluczak during the Fall '10 term at St. Xavier.

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Solomon Ch - 9 Revised - Chapter 9 Individual Decision...

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