Question: 5 steps of consumer decision making process

Answer: 1. problem recognition

2. information search

3. alternative evaluation

4. purchase decision

5. post-purchase behavior/evaluation

Question: 3 perspectives on decision making

Answer: 1. rational

2. experiential

3. behavioral influence

Question: rational perspective

Answer: assumes consumers diligently gather information about purchases, carefully compare various brands on salient attributes, and make informed decisions regarding what brand to buy

Question: experiential perspective

Answer: assumes consumers often make purchases and reach decisions based on the affect, or feeling, attached the product or behavior under consideration

Question: behavioral influence perspective

Answer: assumes many consumer decisions are actually learned responses to environmental influences