Exercise | August 1995 (Revised January 1997)

Consumer Behavior Exercise (F)

by John A. Deighton and Susan M. Fournier


Students are instructed to interview a recent purchaser of a high-involvement/ego-expressive 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 (F)." Harvard Business School Exercise 596-044, August 1995. (Revised January 1997.)