Table of Contents
The Consumer Decision Making Process
The Process. . . . .
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The Continuum of Decision Making Complexity
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The Type of Good or Service Determines Search
The Characteristics of Goods or Services Determine Search
Pre-Purchase Processes
Problem Recognition
Internal Search
Types of Information Retrieved from Internal Search
Recall of Brand Evaluations
Recall of Brand Experiences
Factors Impacting the Recall of Brand Information
Factors Impacting the Recall of Brand Attributes
Inaccuracies in Internal Search
External Search
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Motivation to Process Available Information
Ability to Process Available Information
Opportunity to Process Available Information
Consumer Search Segments
How Consumers Shop . . . . .
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Author: Andrew Jay Wyttenbach
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