Perceived costs versus the perceived benefits

Think about the ways you purchase products and consider a recent purchase that involved an external search. Discuss your ability to search, the need for cognition, your personal level of shopping enthusiasm, and the perceived costs versus the perceived benefits of the search.

How much time did you spend in the external search, and what was the outcome?

Review the three methods of evaluating alternatives. Briefly explain each method. For each of the following product categories, which method of evaluation would you use for your next purchase? Explain why.

a. Meal with your significant other at a dine-in restaurant

b. Auto service repair for your vehicle

c. Pair of jeans

d. Resort location for spring or winter break


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