(Revised from original version)
Consumer Behavior Exercise (D)
Students are instructed to interview a recent purchaser of a low-involvement product or service in depth about his/her ownership and usage experiences. The exercise provides students with first-hand understanding of important concepts in consumption domain (e.g., customer satisfaction, product meaning, brand loyalty).
Keywords: Consumer Behavior;
Deighton, John A., and Susan M. Fournier. "Consumer Behavior Exercise (D)." Harvard Business School Exercise 596-042, January 1997. (Revised from original August 1995 version.)