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Unformatted text preview: ch as chips), would take
place. Some effort would have to be expended on evaluating alternatives or comparing prices if
the consumer were price sensitive.
KEY: CB&E Model Customer OBJ: 06-4 TOP: AACSB MSC: BLOOMS Synthesis 6. What is extensive decision making? Discuss the purchase of a product in which you would use
extensive decision making when purchased for the first time and would require limited decision
making in subsequent purchases.
Extensive decision making is the most complex type of consumer decision making and is used
when buying an unfamiliar, expensive product or an infrequently bought item. Such decision
making requires the use of several criteria for evaluating options and much time for seeking
information. Buying a car, an appliance, a stereo system, or other expensive, durable item would
require extensive decision making for the first purchase. However, as the purchase is repeated, the
buyer may feel experienced in decision making and may step back to limited decision making.
For example, a person who has bought several cars may resort to the heuristic, “I have always
bought Fords and have been satisfied, so my next car will be a Ford.”
KEY: CB&E Model Customer OBJ: 06-4 TOP: AACSB MSC: BLOOMS Synthesis 7. Assume that you have been invited to join a social club whose members typically wear leather
bombardier jackets. You have never bought or worn a leather jacket before. List and briefly
describe four factors that could influence your level of involvement in the purchase of the leather
jacket. How involved will you be in this purchase and why?
The factors that affect involvement level are previous experience, interest, perceived risk of
negative consequences, situation, and social visibility.
PREVIOUS EXPERIENCE. Because there is no previous experience with the product, the level
of involvement will be higher because of unfamiliarity with the product.
INTEREST. Areas of interest vary by individual. The student may or may not be interested in leather jackets. However, purchasing the leather jacket indicates an interest in the social group
and probably a high level of involvement.
PERCEIVED RISK OF NEGATIVE CONSEQUENCES. Several types of risks are involved in
the purchase. With an expensive jacket, loss of purchasing power and opportunity costs result in
financial risk. A social risk is taken because wearing a leather jacket may cause a positive or
negative reaction from other peer groups. For example, animal rights activists might criticize the
purchase of a leather jacket, or other peer groups might view the purchase as frivolous. Finally,
there is a psychological risk involved in the form of anxiety or concern about whether the “right”
jacket has been purchased and is acceptable to other members of the social club.
SITUATION. The circumstances of the social club make the leather jacket a high-involvement
SOCIAL VISIBILITY. Because a leather ja...
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This document was uploaded on 09/29/2013.
- Fall '13