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  • August 1995 (Revised January 1997)
  • Exercise

Consumer Behavior Exercise (B)

By: John A. Deighton and Susan M. Fournier
  • Format:Print
  • | Pages:2
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Abstract

Students are instructed to interview a recent purchaser of a high-involvement/utilitarian product or service in depth about his/her buying decision. The exercise provides students with first-hand understanding of important concepts in consumer choice domain (e.g., stages in the buying process, decision-making roles, habit versus deliberation).

Keywords

Consumer Behavior

Citation

Deighton, John A., and Susan M. Fournier. "Consumer Behavior Exercise (B)." Harvard Business School Exercise 596-040, August 1995. (Revised January 1997.)
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About The Author

John A. Deighton

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