COMMERCE 3MB3 Chapter Notes - Chapter 9: Decision Rule, Canada Goose, Maple Syrup
25 Dec 2019
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Document Summary
Too many decisions confuse consumers, or cause frustration. For the most part, we do not make decisions this carefully: we are adaptive decision makers, we skip stages and make it up as we go along. Some decisions are based on responses to environmental cues: behavioral influence perspective. Some are based on more global responses and feelings: experiential perspective, eg. Feeling going on a roller coaster, going to a movie. Levels of decision making: habitual decision making limited problem solving extended problem solving. You recognize the need and go straight to purchase. Can be a simple repeat purchase, sometimes called inertia: or can result from brand loyalty and involvement with the product. Limited internal (memory) and external search: a need is recognized, a few alternatives are evaluated and simple decision rules are used, unless there is a large gap between expectations and experience, little post-purchase evaluation. Problem recognition: gap between actuattitudeal and desired state that represents a need.
