CB - Decision Making

Notes

[Diapositiva 1] Consumer Behavior Individual Decision Making Prof. Luís Henrique Pereira Junho, 2019 1 [Diapositiva 2] Agenda Consumer Behavior Model Steps in the decision making process Constructing new evaluations Biases in Decision-Making Heuristics [Diapositiva 3] [Diapositiva 4] Powered by Consumer Behavior Model [Diapositiva 5] Powered by Perspectives on Decision-Making Rational perspective - consumers: Integrate as much information as possible with what they already know about a product Weigh pluses and minuses of each alternative Arrive at a satisfactory decision Think about it: Are all of your purchase decisions rational? Why or why not? https://hbr.org/2009/07/the-end-of-rational-economics [Diapositiva 6] 8- 6 Continuum of Buying Decision Behavior Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall [Diapositiva 7] 8- 7 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Steps in the Decision-Making Process Problem recognition Information search Evaluation of alternatives Product choice [Diapositiva 8] 8- 8 Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall Problem Recognition [Diapositiva 9]...