As an independent marketing consultant, your clients may seek your expertise in understanding consumer decision-making processes across varying levels of involvement. Drawing from the theories and concepts covered in our course, consider the following scenarios:
In a low-involvement purchase scenario, such as buying everyday groceries or household items, how can decision-making theories inform the client’s marketing strategies to influence consumer behavior effectively? Provide specific advice and examples, showcasing how different decision rules (e.g. heuristics) can be applied to capture consumer attention, evoke purchase intent, and foster brand loyalty in routine purchasing decisions.
Now, let’s consider a high-involvement purchase situation, such as purchasing a luxury car or selecting a healthcare provider. How do decision-making theories differ in their application in such complex decision contexts? Offer recommendations to the client on how they can navigate high-involvement consumer decisions using theories and concepts such as (non)compensatory rules.
Please be thorough in your answer, referring to the theories, concepts, and examples in lecture videos posted. You may also use real-life examples to answer the made-up scenarios above drawing parallels. Please explicitly demonstrate how you see the theories you choose to apply fit to the case.
Rubric
Comprehensive Engagement (15 point)
Provides thoughtful insights and examples that connect directly to the prompt.
Demonstrates a deep understanding of the course material by referring to theoretical concepts and in-class discussions and their application to real-world scenarios.
Clearly integrates examples discussed in class and addresses questions posed during in-class sessions.
Effectively and efficiently communicates.
Partial Engagement (10 points):
Provides examples, but the connection to the prompt or class discussions could be stronger, more seamless and more detailed.
Makes references to theoretical concepts or in-class discussions but may need more depth or clarity.
Shows an attempt to apply theoretical knowledge but with some gaps.
Limited Integration (5 point):
Provides only minimal integration of theoretical discussions and examples. Can only offer an example to the prompt with no clear connection to the theoretical concepts
Theoretical discussions and examples may appear disjointed or unrelated. (I will provide recorded lectures soon)
