This week I went shopping through CBD in Wollongong the moment it hit 15 past 9 there was a surge of cold winds that sent chills down my spine, coincidently at that very moment I saw a beautiful leather jacket. So, I thought to myself i should use the decision-making process on why I should buy this as it was expensive for me to buy without giving it any thought. ”Affective Events Theory (AET) is a mental model intended to clarify the association among feelings and emotions in the working environment and employment execution, work fulfillments and practices. AET is underlined by a conviction that individuals are passionate and that their conduct is guided by feeling”(Textbook 290). Due to this I started researching a little more and found a 5 step process on how to make my decisions worth it.
Thus using the 5 step decision-making process I realised the problem was the cold weather. Due to this I began looking for something fashionable and warm, thus from a variety of clothing options, I chose a denim Jacket from Levi, since it was something i always wanted to buy and felt it was the right time to make the purchase. The post-purchase outcome was the best as my parents found it to be a great buy since the quality is quite good and durable, as well as, fashionable and it matched all the things i wanted from the purchase.
It was at the level of limited problem solving where simple decision rules were used to make a choice between the different alternatives I had in front of me. Since the problem had already been established, it limits the need of gathering more information with regards to a simple purchase like a jacket. Perceived risks are those risks that occur due to the consequences of the purchase. It is an evaluation of uncertainty the consumer faces when buying a product or service. So, in my case, the types of risk that occurred were social risk, financial risk and time risk. This type of purchase comes in the high social risk and low financial risk category.
Brand’s image at this point is what really matters, because at the end of the day it is how the customers view the brand and the reputation really affects the purchase. And this is the same reason I chose Levi’s, I know of the brand, how good the quality is and brand credibility does exist in this case. (Solomon et al., 2018)
Reference :
Solomon, M, Russell-Bennet, R, & Previte, J 2018, Consumer Behaviour: Buying, Having Being, P.Ed Australia, Melbourne. Available from: ProQuest Ebook Central. [21 May 2019].
