COMM 300: Problem solving variations

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Purcahse & post purcahse consumer problem solving

Step 1: Need deprivation & problem recognition
Step 2: What is your involvement in the info search?
- OPTION ONE: Low involvement track
  - Just make the decision
  - Also known as: CB: Routine problem solving, OBB: Straight re-buy, Project: level 1
- OPTION TWO: High involvement
  - Also known as: CB: extended problem solving, OBB: new task buying, Project: level 3
  - Information search
  - Evaluative process
Step 3: Make Decision
Step 4: Post purcahse behavior
- Brand loyality
- Cognitive dissonance (Post purchase doubt about the wisdom of the choice)
  - Cognitive dissonance may generate:
    - Exits, returns product
    - Rationalizes and establishes "cognitive overlap" - determining all products are the same
    - Voice (contact management with complain or complimednt)
    - Loyalty