Students are instructed to interview the last buyer high-involvement/utilitarian product or service in the depths of his / her purchase decision. Implementation provides students with first-hand understanding of important concepts in the field of consumer choice (eg, stages in the buying process, decision-making roles, habit against discussion). "Hide
by John Dayton, Susan Fournier Source: Exercises 2 pages. Publication Date: August 25, 1995. Prod. #: 596040-PDF-ENG
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