Discussion:
Respond in one or more of the following ways:
Ask a probing question
Share an insight from having read your fellow learners' postings
Offer and support an opinion
Expand on your fellow learners' postings
You can respond by providing a summary and an APA reference to research in the literature.
Mothersbaugh and Hawkins defined nominal decision making as a habitual decision making where not much conscious effort is placed into arriving at the decision to purchase a particular product (Mothersbaugh & Hawkins, 2016). Someone operating on the nominal motivation does not even view the ‘do not purchase' option as an option because they are loyal to the brand or they just repeatedly purchase the same brand product every time.
One purchase that I made this week with the nominal decision making is the purchase of Pepperidge Farm German Dark Wheat bread. When I ran out, I immediately went to the store and searched for the same brand and flavor without considering anything else. The only time I wouldn't buy it is if they are completely out. However, I might go somewhere else to find the same brand before I decide to purchase another brand. What caused me to purchase it is that I have always loved the taste and texture so I don't ever consider another brand or flavor.
Limited decision making is defined similarly to nominal decision making except that there may be consideration of a ‘do not purchase' option or you may just look at an alternative because you are either bored with the usual brand or you are looking for the cheapest price available (Mothersbaugh & Hawkins, 2016).
One purchase that I made this week that may fit under the limited decision making concept is the purchase of Crest mouthwash. It usually just purchase it because it is what I habitually buy when needed. However, I saw another brand, Colgate Plax that helps remove plaque buildup and comes in a peppermint flavor. This was something that I thought would be new and enjoyable because I had never tried it before.
An extended decision making process is defined as taking a very detailed approach to decision making both externally and internally regarding information about the product or service (Mothersbaugh & Hawkins, 2016). Once the purchase is made, there may be a moment where the decision is regretted for any reason. Thus, an even more thorough critique of why the product brand was made is investigated further (Mothersbaugh & Hawkins, 2016).
I did not make a purchase this week that I could classify as an extended decision making purchase, but I did put a lot of research and investigating into my decision making of a particular brand. I stated earlier in the semester that my brothers and I did a thorough study on purchasing a home gym that was affordable and was made of the highest quality components. The product was a Rogue Fitness exercise rack. We examined many reviews of many different brands of equipment and found that this was the most reputable one with high quality, longevity, style and purpose. Of course it is not a purchase we would be making more than once in a long time, so we needed to make sure it was the right fit for all of us.
The mouthwash and bread that I purchased this week may fall under a different process if there were no more units available of the same brands. I would be forced to purchase another brand name and just live with it until the original product was made available again. In reference to the exercise gym, there is almost nothing that would make me purchase another brand unless it was unaffordable. Then we would be forced to consider another brand.