Within each heading take us through this single purchase experience.USE CONCEPTS from the readings (placing the concepts in bold), to describe some of your observations.Here are some required concepts that should be used for each of the above:

Problem Recognition:What is theDesired State?What is theActual State?(use brands to describe these states).Identify the major motive/need that is underlying this purchase.

Information Search:Did you conductInternal Search?External Search? or both?Identify and give examples of the type of search to support.

Alternative Evaluation:What evaluative criteria for the purchase did you identify?Was there a difference betweenSalientandDeterminantattributes?What brands existed in yourEvoked Set?

Purchase: In the readings there were considerations and influences for the purchase stage.Identify the ones that influenced your choice of how to buy the product.More specifically, identify thePurchase Risks(barriers) that may have been faced just before purchase.Purchase Riskscan be Functional, Financial(price), Social, Psychological, Temporal or Linked Decision.

Postpurchase:Are you satisfied?Ideally, theActual StateandDesired Stateput forth in Problem Recognition should come together (hope becomes reality).In other words, did this purchase solve all your needs AND did the product/brand live up to it's promises.Last, did you suffer anyCognitive Dissonance (Buyer's Remorse)?