Consumer Behavior and the Buying Process

by | Apr 24, 2022 | Marketing

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The reading titled “Consumer Behavior and the Buying Process” (Section 2.1) describes four frameworks for understanding how consumers make decisions. These are cognitive versus emotional decision-making, high-involvement decision-making versus low-involvement decision-making, optimizing versus “satisficing” decision-making, and compensatory versus non-compensatory decision-making. Explain and provide examples of how these four types of decision-making could be used by consumers based on the information in the Dollar Shave Club case.

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