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The consumer decision-making process and level of purchase involvement 10 Stage Low Involvement High Involvement Need recognition problem awareness Minor Major personality important Information search Limited search Extensive search Evaluation of alternatives and the purchase Few alternatives evaluated on few choice criteria Many alternatives evaluated on many choice criteria Post-purchase evaluation of the decision Limited evaluation media search Extensive evaluation including media search
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Sony The importance of emotion and the relationship between feelings and rationalisations is highlighted in this Sony ad. 4
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