Publications
Publications
- August 1995 (Revised January 1997)
Consumer Behavior Exercise (D)
By: John A. Deighton and Susan M. Fournier
Abstract
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
Citation
Deighton, John A., and Susan M. Fournier. "Consumer Behavior Exercise (D)." Harvard Business School Exercise 596-042, August 1995. (Revised January 1997.)