Section outline
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This knowledge area provides a comprehensive analysis of how consumer process information in order to make an appropriate product/service chosen decisions. It examines the psychological and physiological bases of human perception and discusses the principles that influence our perception and interpretation of the world we see. It also provides a comprehensive analysis of how consumer process information in order to make an appropriate product/service chosen decisions. This knowledge area gives a comprehensive model of consumer decision making. It examines the three levels of consumer decision making and consumer decision rule. It also deals with the psychological exploration of how the differences among consumers personality affect the ways in which they interpret products, and evaluate products, and how they act in relation to them. Finally, how consumers make products/service decisions, and expand on the increasingly important practice of relationship marketing will be covered.