Question: 1. Describe the Decision Journey you might take if you were interested in a new pair of sports shoes. What are the key stages of the journey and what are the key "moments of truth"? Talk about how understanding your problem recognition and info gathering process might be helpful to marketers targeting you.
2. In chapter 16 of your text, there is a section on consumer insight 16-1. After reading answer the following questions:
a. Why does the compromise effect contradict rational choice theory?
b. Beyond being easy to justify, can you think of other reasons why consumers prefer compromise options?
c. Do you see any ethical issues related to strategies designed to position brands as compromise alternatives?