Question

Concept – a blending of rational motives with emotional motives to resolve the conflict between pragmatic considerations and incipient emotional motives. The process is rarely apparent to the individual consumer.

Briefly summarize a recent conflict rationalization purchase by a group member, relative, or friend. Clearly delineate the emotional motives, pragmatic considerations, and rationalization of the conflict.

Answer 1

1. Extensive Decision Making:

The extensive decision marking is

B) High involvement purchase

The customers are highly involved to decide on whether to purchase the product or not. The product might be expensive and unique to the customers as they highly involve. Eg: Apple the products are expensive but there are highly involved customers to purchase the product as that is unique and innovative to them.

2. Limited Decision Making:

The Limited decision making is

A) Buyer is familiar with the product class but not familiar with all brands and features

The customers use to purchase the product occasionally, so that they would be familiar with the product class but they will not be known about the product and its features. Eg: Clothes, the buyers need clothes and they would purchase it but they will not require to know on the brand and features towards purchasing the clothes.

3. Routine Response Behavior:

The routine response behavior is

A)Frequently purchased, low cost items

The customers would have past experience and purchase the product frequently, as that increases the brand loyalty with good quality under low cost items. Eg : Milk product as where the customer purchase frequent with low cost good quality and there is no any risk towards the purchase.