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| | | | | Consumer Behavior: A Strategic Approach
Henry Assael, New York University
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Learning Objectives
Chapter 4: Low-Involvement Consumer Decision Making
- To introduce and elaborate on the concept of low-involvement decision making and demonstrate its importance in understanding consumer behavior.
- To illustrate the limitations of certain basic concepts tied to complex decision making when considered in a low-involvement context, namely, attitude change, selective perception, and dissonance reduction.
- To describe various theories of low-involvement decision making.
- To consider the nature of unplanned purchasing behavior as a type of low-involvement behavior.
- To consider the differences in strategic implications for a high- versus a low-involvement situation.
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