How People Make Buying Decisions
Completion requirements
Read this chapter, which discusses consumers' decision-making process and examines the situational, personal, psychological, and societal factors influencing their buying decisions.
Low-Involvement Versus High-Involvement Buying Decisions and the Consumer's Decision-Making Process
Review Questions
- How do low-involvement decisions differ
from high-involvement decisions in terms of relevance, price, frequency,
and the risks their buyers face? Name some products in each category
that you've recently purchased.
- What stages do people go through
in the buying process for high-involvement decisions? How do the stages
vary for low-involvement decisions?
- What is postpurchase dissonance and what can companies do to reduce it?