Why do we say that “mindless” decision-making can actually be more efficient?
Answer to relevant Questions“Marketers need to be extra sure their product works as promised when they first introduce it.” How does this statement relate to what we know about consumers’ evoked sets? What is the difference between a non-compensatory and a compensatory decision rule? Give one example of each. Define the three levels of product categorization described in the chapter. Diagram these levels for a health club. Give an example of the type of purchase that each of the three types of decision-making – cognitive, habitual, and affective - would most likely explain. Read several romance or action novels to see if you can identify a cultural formula at work. Do you see parallels among the roles different characters play (e.g., the hero, the evildoer, the temptress, etc.)?
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