Consumer Behavior Exercise (B)
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Publication Date:
August 25, 1995
Source:
Harvard Business School
Students are instructed to interview a recent purchaser of a high-involvement/utilitarian product or service in depth about his/her buying decision. The exercise provides students with first-hand understanding of important concepts in consumer choice domain (e.g., stages in the buying process, decision-making roles, habit versus deliberation).
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Consumer Behavior Exercise (B)
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