CONSUMER DECISION$-$MAKING PROCESS APPLIED TO A HIGH$-$INVOLVEMENT PURCHASE

Think of a recent high$-$involvement purchase you have made and describe the actions you took at each stage of the consumer decision$-$making process. Did you skip any of the stages? Which stage do you think should be most important to marketers? I have included brief prompt for each of the steps below to aid you in this endeavor. But this is just to help get you started and keep you on track, you are not limited to these. Please use marketing terminology included in each step. $$

$1.$Need Recognition.$$ Remember to include both internal and external influencers$/$determinants$.$

$2.$Information Search.$$What did your information search include? $$How extensive was your search? What brands were included in your evoked set after your initial information search?

$3.$Evaluation of Alternatives.$$What were the criteria used to evaluate your consideration $($evoked$)$ set?$$ List at least $3$ to $5$ specific criteria in order of importance. What still stands out in your mind as far as highlights from your evoked set? Were there any deal breakers

$4.$Purchase Decision.$$At what point did you make your final decision? $$What was it that $$clinched$$ your decision?$$ In order of importance, which determinants influenced your purchase decision?

$5.$Postpurchase Evaluation. Have you experienced any cognitive dissonance? $$Do you feel like the promises made $($either in person or through other channels of communication$)$ have been kept? $$Can you remember any times when you made use of selective exposure, distortion or retention after your purchase decision?

$*$Again$,$ make sure for each step in the process, you include the factors that affected your thought$$processes$.$