ABSTRACT
This chapter investigates in more detail each of the five phases of the consumer decision process used by highly involved, relatively uninformed, inexperienced consumers. It focuses on how marketers can influence consumer decisions at each stage. Exercise 4.1 begins with the first stage, problem recognition, to learn about its determinants. The next phase, information search, is then investigated in Exercise 4.2, focusing on the degree to which consumers search and the sources of information they seek.
