Q1. Figure 8.1 on page 296 of your text (Solomon, 2013) illustrates the five (5) steps in the consumer decision-making process. Using the model as a guide, discuss each step and relate it to a recent decision of your own. While some decisions are easier than others, choose a decision that involved an external information search and the evaluation of at least three (3) alternatives. (25 points) (A 1½-page response is required.)
Q2. Figure 9.1 on page 336 of your text (Solomon, 2013) relays several issues that affect purchase and post purchase activities. Using the same decision you explained in Discussion Question #1, report on the five (5) antecedent states, purchase environment (shopping experience, point of purchase stimuli, and sales interactions), and post purchase processes that were relevant to your decision-making experience; be sure to include all of the issues listed in each box of Figure 9.1. (25 points) (A 1½-page response is required.)
Reference: Solomon, M. (2013).Consumer behavior: Buying, having, and being (9th ed.). Upper Saddle River, NJ: Prentice-Hall.