Week 4

Week 4 (22-Sept)

Today we talked about consumer decision making, why do we decide to buy what we buy? I learned that it is a process starting with a need for something, followed by the search. I have never thought about me buying something as following this process but as I look back everything that I have ever bought has followed this process. After the research comes the evaluation of alternatives and this is where I always ask myself do I really need this. This step as well as the last one, post purchase behavior, is where I feel the cognitive dissonance, basically it is where I doubt my purchase and return the item. It’s funny I never knew that this actually had a name!