Product Purchased: Television
Person Interviewed: friend
You will need to highlight all of the five stages of the decision making process (eg, Problem Recognition, Information Search, Evaluation of Alternatives, Decision and Choice, and Post Decision Processes) in your write up based on your interview. Plan to write a few paragraphs for each section in the recommended format listed on the second page of the assignment document.
For the evaluation of alternatives and decision and choice sections, you may combine those into one larger section in the write up, but will need to identify whether your interviewee made a compensatory or non-compensatory decision, and which decision model they followed.
Slides # 9-10 in the Chapter 8 Narrated Lecture focus specifically on those decision models, and should be very helpful. Please remember you can only choose one of the decision models. So, your write up should clearly state whether or not the purchase decision made by your interviewee was compensatory or non-compensatory with an explanation, and which of the six decision models they used to make their decision for the purchase of the specific high-effort product with an explanation.
