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?