What is a decision? - A model of consumer decision-making

5 important questions on What is a decision? - A model of consumer decision-making

Two sources of input:

  1. Firm's marketing efforts
  2. Sociocultural environment

Two need recognition styles:

  • Actual state types: perceive that they have a problem when a product fails to perform satisfactorily
  • Desired state types: the desire for something new may trigger the decision process

There are two types of search alternatives:

  1. Personal
  2. impersonal
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There are five gifting subdivisions:

1. intergroup gifting,
2. intercategory gifting,
3. intragroup gifting,
4. interpersonal gifting, and \
5. intrapersonal gifting.

Intergroup gifting behavior:

whenever one group exchanges gifts with another group (such as one family and another)

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