第五章
消費者的購買決策可以分為哪三個種類
例行決策:指消費者涉入的程度很低；制定決策所花費的時間很短；所購買的產品往往是經常性與低成本的產品或服務；在資訊搜集上，通常只願投入很少的精力。
廣泛決策:指消費者的涉入程度很高；制定決策所花的時間很長；在資訊搜集上會投入大量的精力；所考慮的替代方案數量也很多。
有限決策:介於例行決策與廣泛決策者之間。
消費者購買決策的程序
資訊的來源
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