Choose a recent purchase which involved you and other people in the decision making :













Explain what role(s) you played in the buying centre. What roles did the other people play and how did they influence your choice?

What decision-making process did you go through? At each stage (need recognition, information search, etc), try to remember what you were thinking about and what activities took place.

Explain the reasons for the level of involvement

Explain and consider the Fishbein and Ajzen model of reasoned action. Link the model to your actions and evaluate whether the model explains your actions. Consider and evaluate the influences on your purchase; the buying situation, personal influences, and social influences.

Explain the dimensions of personal influences such as information processing, personality and lifestyle. To what extent were these influences relevant in your example?

For each of these steps, evaluate them in context of the appropriate theories/concepts.

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