Consumer Behavior: Buying, Having, and Being
Follow these instructions for your initial post:
- Your initial post must be a minimum of 350 words.
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- Use these suggested keywords, or similar ones of your own, to create headings for your post and identify important sections in your submission. Please note that including headers is mandatory.
- Part A
- Cognitive purchase decision
- Heuristics
- App’s name and how it effectively helps users
- Before purchase
- During purchase
- Post-purchase
- Two influential factors during each of the phases
Prior to beginning work on this discussion forum, review the following chapters from your course text Consumer Behavior: Buying, Having, and Being:
- Chapter 7: Deciding (attached)
- Chapter 8: Buying, Using, and Disposing (attached)
Also, review the Rational Decision-Making infographic. (attached)
Initial Response
Part A
In everyday life, you constantly make purchasing decisions, often without realizing the complexity behind them. A cognitive purchase decision involves a thoughtful and structured process, guiding you through a set of steps. This process can be broken down into five distinct stages.
In this discussion, you are encouraged to reflect on a personal purchasing experience and explain the five stages, providing a clear example of how you navigated from need recognition to the final choice. By sharing your insights, your peers can better understand the intricacies of consumer behavior and decision-making.
In your post, address the following:
- Reflect on one of your examples where you made a cognitive purchase decision.
- Refer to the Rational Decision-Making infographic and explain the five stages of this type of decision-making using your example.
- Specify your evaluation criteria and the decision rules you followed.
- Elaborate on the type of rule you used and the rationale behind it.
Part B
Consumers often rely on mental shortcuts, or heuristics, for habitual decision-making, especially when overwhelmed by numerous demands. These shortcuts help conserve mental energy, allowing consumers to focus on more important decisions without sweating the details. This approach is efficient and minimizes the effort required for less critical choices.
For a quick reference to examples of heuristics, review Table 7.2 on page 206 in your textbook.
In your post, address the following:
- Analyze one type of heuristic
- Select one of the seven heuristics mentioned in Table 7.2.
- Describe the heuristic and explain how you apply it as a consumer.
Part C
Some companies use AI applications to generate recommendations to upsell their products (i.e. encourage customers to buy additional items, due to the suggestions made). For instance, https://www.westelm.com/ uses an AI application to generate recommendations for specific furnishing products it sells based on what a shopper pins to a Pinterest Board.
Here are some imaginary AI apps, suggesting futuristic uses of AI, similar to West Elm\\\\\\\’s AI-powered recommendations, which analyze a shopper\\\\\\\’s Pinterest Board using ChatGPT, an AI tool:
- GardenScape AI: This AI analyzes users\\\\\\\’ Pinterest boards, focusing on pins related to gardens, plants, and outdoor decor.
- TravelGenius: This AI creates tailored travel itineraries by analyzing a user\\\\\\\’s pinned travel destinations, activities, and accommodations.
- FitLife AI: This AI evaluates users\\\\\\\’ pinned fitness routines, healthy recipes, and wellness tips to create a personalized fitness and nutrition plan.
- CraftyAI: By examining a user\\\\\\\’s DIY project pins, this AI provides detailed instructions, material lists, and step-by-step guides for completing various craft projects.
In your post, address the following:
- Analyze one of the listed imaginary AI apps.
- Choose one of these apps.
- Define 2 ways the app would effectively help its users.
Part D
Marketing managers should study the decision-making process to understand how consumers evaluate information, form beliefs about options, and choose criteria to select one product over another. With these insights, they can develop products and promotional strategies that provide the specific information consumers seek in the most effective formats.
In your post, address the following:
- Explain the factors that can influence your decision-making process before purchase, during purchase, and post-purchase.
- Discuss two influential factors during each of the phases in the decision-making process.
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