BU432 Lecture Notes - Lecture 18: Major Appliance, Shampoo, Cognitive Dissonance
BU432
Decision Making: Info Search
Decision Making
• The outcome of mental process leading to a selection from one or more alternatives
• 3 types of decisions:
o Routine: low risk, frequent purchasing, low involvement, familiar products
o Limited
o Extensive
• List the steps ou take to uig heig gu…
o What would make you think of buying it?
o Do you look for product information? Where?
o Which alternatives would you consider? Why?
o What criteria do you base your decision on?
o What are the likely consequences of your decision?
• What goes on at each decision step varies for different products
Decision Making Stages
Problem Recognition
• When a customer recognizes a discrepancy between actual and desired states
• Discrepancy between 2 states: problem recognition
• Actual state a e depried, deelopig a gap e. Whe ou’re hugr
o Any type of actual depletion
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