Extensive decision-making
the file added is the “conceptual model” for Exhibit 5–3
Advertising’s primary mission is to reach prospective customers and influence their awareness, attitudes, and buying behavior. To succeed, an advertiser must make the marketing communications process work very effectively. The conceptual model in Exhibit 5–3 of the e-text, presents the basic steps consumers go through in making a purchase decision. The process involves a sequence of the following activities:
Problem recognition (which may occur as a result of seeing an ad)
Information search (problem recognition information search)
Evaluation and selection (evaluation and selection of alternative brands, store choice)
Store choice and purchase (purchase)
Postpurchase behavior
For this discussion:
Review the consumer decision-making process and the conceptual model in Exhibit 5–3 of the e-text
Then describe an Extended Decision Purchase you made using each of the 5 steps outlined in the consumer decision-making process, i.e., problem recognition, information search, and evaluation of alternatives, product choice, and post-purchase evaluation.
“Extensive decision-making” describes a highly involved consumer decision that generally revolves around purchases that are expensive and out of the ordinary for a consumer. Further, products that involve extensive decision-making are usually unfamiliar to customers and infrequently bought. These goods may include automobiles, real estate, and electronics such as HDTVs or expensive gaming consoles. Consumers typically view expensive purchases as more “risky,” leading to higher involvement in the decision to buy.
