Prentice-Hall, cr 2009
When you finish this chapter you should understandwhy:
Consumer decision making is a central part of consumer behavior, but the way we evaluate andchoose products (and the amount of thought we putinto these choices) varies widely, depending uponsuch dimensions as the degree of novelty or risk inthe decision.
A decision is actually composed of a series of stages that results in the selection of one productover competing options.
Our access to online sources is changing the waywe decide what to buy.