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The Decision and its Consequences

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Understanding the Consumer

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Abstract

In the last chapter we examined the first three stages of our model of consumer decision-making processes (Figure 15.1): stage 1 — recognizing a problem; stage 2 — searching for information; stage 3 — evaluating the alternatives. In this chapter we will deal with the remaining two stages: stage 4 — purchase processes; and stage 5 — post-purchase processes. The division of these five stages between the two chapters is largely arbitrary and the reason for the division is simply size. So you should really treat Chapters 15 and 16 as though they were one long chapter.

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Further Reading

  • Foxall, G. R., Consumer Choice (London: Macmillan, 1983). An overview of the consumer buying process, including situational effects and the role of the marketer in influencing consumer choice.

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  • Howard, J., Consumer Behavior in Marketing Strategy (Englewood Cliffs, NJ: Prentice-Hall, 1989). Outlines the different levels of effort involved in consumer decision making and their marketing implications.

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  • Percy, L. and A. G. Woodside (eds), Advertising and Consumer Psychology (Lexington, MA: Lexington Books, 1983). Contains useful articles on consumers’ evaluation of both advertising and products.

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Authors
  1. David A. Statt
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© 1997 David A. Statt

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Statt, D.A. (1997). The Decision and its Consequences. In: Understanding the Consumer. Palgrave, London. https://doi.org/10.1007/978-1-349-25438-5_16

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