1. Consumer Decision Making and Beyond CHAPTER FIFTEEN

2. Learning Objectives 1.To Understand What a Consumer Decision Is. 2.To Understand the Three Levels of Consumer Decision Making. 3.To Understand Four Different Views or Models of Consumer Decision Making. 4.To Understand in Detail the Model of Consumer Decision Making Originally Introduced in Chapter 1. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall2 Chapter Fifteen Slide

3. Levels of Consumer Decision Making Extensive Problem Solving Limited Problem Solving Routinized Response Behavior 3Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide

4. Models of Consumers: Four Views of Consumer Decision Making An Economic View A Passive View A Cognitive View An Emotional View 4Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide

5. Consumer Decision Making Figure 15.3 5Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Fifteen Slide

6. Model of Consumer Decision Making Details of all components given in the previous slide. The following topics are excluded from the details mentioned above. – A Model of Search Regret – Topics from Consumer Decision Rules to Decision Rules and Marketing Strategy (falling in pages 491 to 497). The remaining part of the chapter and chapter 16 will not be covered in the exam. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall6 Chapter Fifteen Slide