Chapter Objectives
          •     Appreciate how consumer process models explain the manner in 
                which consumers process information to make decisions.
          •     Discuss the six steps that comprise the consumer decision model.
          •     Understand the special considerations of service purchases as they 
                pertain to the prepuchase, consumption, and postpurchase stages 
                of the consumer decision process model.
          •     Describe three theories that attempt to explain the consumer’s 
                postpurchase evaluation with regard to customer satisfaction.
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             Opening Vignette: Planet Fitness
          •     The gym actively supports a “Judgement Free Zone” and 
                a “No Lunks” policy
          •     Membership prices typically range from $10 to $15 a 
                month
          •     It does not employ salespeople and offers few extra 
                amenities that drive up costs
          •     It offers a clean, stylish facility with popular brand-name 
                cardio and strength equipment
          •     Planet Fitness has successfully promoted itself as the 
                gym for the common person
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                  © 2017 Cengage Learning . May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 
                                                                   Figure 4.1: 
                                 Consumer Decision Process Model
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                  © 2017 Cengage Learning . May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 
                                                The Prepurchase Stage: 
                                                                The Stimulus
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                  © 2017 Cengage Learning . May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 
                                                The Prepurchase Stage: 
                                                       Problem Awareness
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                  © 2017 Cengage Learning . May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.