個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Consumer Behavior Exercise (A)
內容大綱
Students are instructed to interview a recent purchaser of a low-involvement product or service in depth about his/her buying decision. The exercise provides students with first-hand understanding of important concepts in consumer choice domain (e.g., stages in the buying process, decision-making roles, habit versus deliberation).