Discussion:
Review consumer behaviour CDM and Content Marketing by Dr. Jay I Sinha
Application:
The title of this paper is "CDM for a High Involvement Category" and relates to how you followed the stages of consumer decision making in selecting from ANY high-involvement product or service category (e.g. college/business school, car, apartment) that you engaged in directly. To develop this paper you should first review the theory of CDM by referring to the slides under CDM (Week 8) Lecture Notes in Canvas Modules (or Files). Starting with Need Recognition and ending with Post-purchase Evaluation, you are then asked to map out ALL the steps of this process by providing the details from your personal choice context. Here you should also emphasize such topics as Evoked Set, Consideration Set, Choice Set, Decision Rules (Compensatory, Conjunctive, Disjunctive, etc.). I should be able to get a good sense of your understanding and application of the CDM theory by reading your essay. In the final section of the paper, you are asked to answer the following two questions:
(1) Critique (i.e. self-analyze) your performance and execution of the CDM steps while being as candid and self-critical as possible. List 4-5 things that you could have done better in order to optimize your decision making.
(2) Offer 4-5 recommendations to the marketer (i.e. Temple University, or Car Dealer, or Apartment landlord, etc.) how they could have better managed the CDM process and made things easier for you, the buyer. As before, the paper should not exceed 3 typed pages, exclusive of bibliography and appendices.