Consumer Decision Making II. MKT 750 Dr. West. Agenda. Back to Stages of Decision Making Evaluation of Alternative, Decision Rules, Choice and Post-purchase Evaluation A Model of Customer Satisfaction. Need Recognition. Search. Alternative Evaluation. Choice. Post-Purchase
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Rational Decision Making:
* Importance: 5=Most Important, 1=Least Important
Product Evaluation: 4=Excellent, 3=Very Good, 2=Good, 1=Fair
The consumer adds the product evaluations across the set of salient evaluative criteria. The product with the largest score is chosen.
Judgments of product evaluations are weighted according to importance
Zone of Tolerance