Define the three levels of product categorization described in the chapter. Diagram these levels for a health club.
Answer to relevant QuestionsWhat is purchase momentum, and how does it relate (or not) to the model of cognitive decision-making? Ask a friend to “talk through” the process he or she used to choose one brand over others during a recent purchase. Based on this description, can you identify the decision rule that was most likely employed? Interview people you know about any “magic” items they own (e.g., how many of your friends have a lucky charm or keep a St. Christopher’s medal or some other object hanging from their rear-view mirrors?). Get them to ...What is collective selection? Give an example. What are innovators? Early adopters? Laggards?
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