Mar 3503 Lecture 3: Ch 7 Part 2 Notes

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12 Oct 2016
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The process of identifying, evaluating, and choosing among alternatives during problem solving. Making up of one or more behavioral intentions. Increasing the likelihood that the intended behaviors will be performed. Usually involves a substantial amount of search behavior to identify more choice alternatives and learn the appropriate choice criteria. Involves several choice decisions and substantial cognitive and behavioral effort. Amount of effort ranges from low to moderate. Involves less search for information than extensive decision making. Fewer choice alternatives and criterion are considered. Choices typically are carried out fairly quickly. Occurs automatically with little or no cognitive processing. Requires very little cognitive capacity or conscious control. A previously learned decision plan is activated from memory and carried out relatively automatically to produce the purchase behavior. The amount of effort consumers exert in problem solving tends to decrease over time as they learn more about a product and gain experience in making decisions.

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