ASSIGNMENT
- Trace how you might go through the steps in the consumer decision process if you were thinking of buying a smart home device.
- Identify the four determinant attributes that set apart the original Amazon, Google, and Apple smart home devices. Use those attributes to develop a compensatory purchasing model similar to the one in Exhibit 6.2. Based on your importance and performance ratings, which product would you buy?
- Which device features examined in this chapter might have the greatest impact on consumers’ propensity to buy one of these products?
- Which risk factors might impact consumers’ propensity to buy one of these products?
- After purchasing one of these products, why might you experience postpurchase cognitive dissonance? What might the seller do to help you resolve this dissonance?
