Understanding Consumer Behaviour (2024)

High involvement but few differences between brands (e.g., flooring).

Multiple layers of influence shape every choice a consumer makes: Understanding Consumer Behaviour

High involvement in expensive, infrequent purchases (e.g., a car). High involvement but few differences between brands (e

Many purchases are made to boost social status or soothe negative emotions rather than to fulfill a functional need. 🛣️ The 5-Step Decision Journey infrequent purchases (e.g.