Document Summary

The process individuals or groups go through to select, purchase, and use goods, services, ideas, or experiences to satisfy their needs and desires. Some purchases made spontaneously, most buying decisions made after undergoing a series of steps. Researchers have found it easier to think in terms of an effort continuum, 2 ends, 1 in the middle. Eg: deciding to purchase a can of pop. Consumers do work to make a decision, but most likely rely on simple rules of thumb instead of learning about and considering all the ins and outs of every product alternative. The relative importance of perceived consequences of the purchase to a consumer; We are more involved in the decision-making process for products that we perceive as being important, pleasurable, or risky in some way. The belief that use of a product has potentially negative consequences, either financial, physical, or social;