Consumer Behavior Exercise (C)

Students are requested to provide a current purchaser of a product or service high-involvement/ego-expressive detail to interview her purchase decision on his /. The exercise provides students with first-hand understanding of the key concepts in the domain of consumer choice (eg steps in the buying process, decision-making roles, habit over consultancy).

Students are requested to provide a current purchaser of a product or service high-involvement/ego-expressive detail to interview her purchase decision on his /. The exercise provides students with first-hand understanding of the key concepts in the domain of consumer choice (eg steps in the buying process, decision-making roles, habit over consultancy).
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John Deighton,
Susan Fournier
Source: exercises
2 pages.
Publication Date: Aug 25, 1995. Prod #: 596041-PDF-ENG
Consumer Behavior Exercise (C) HBR case solution