What matters most is how consumers decide what to buy
Different purchase decisions make different demands on consumers, depending on the category, their experiences with the brand, and their personality.
8 This is strongly influenced by Rossiter and Percy’s work on low involvement/high involvement decisions, originally published in Advertising Communication Models / John R. Rossiter, Larry Percy / Advances in Consumer
Research Volume 12 / 1985, but more
Chapter 3
Category is the critical element. Some buying decisions require more thought than others
A low-cost (financial, time, social status, self-image) purchase decision, which has minimal long-term impact on the consumer’s life – potato chips, washing...
Read latest Newspapers & Television online.
Online newspapers
at PressDisplay.