Consumer Behavior 3

Chapter 13 Part 1 Worksheet – Case 4-3

Please answer the following questions based on Case 4-3. This case can be found on page 284 in CB 8 and at the end of Chapter 13 in other editions.

From the textbook:

2. Apply the consumer decision-making process stages to Maya’s actions as a consumer or describe Maya’s actions within the framework of the consumer decision-making process.

3. Is Maya utilizing the affect-based or attribute-based evaluation process? Justify your answer.

Additional question:

· Name ten evaluative criteria that Maya is using to make her decision. Which three criteria do you think are most important for her and why?