Decision-making process

Introducing…

Real Name: Steven ‘Steve’ RogersGender: MaleEducation: A master in boxing, judo, and different types of combatOccupation: Combatant with super-human physical abilitiesSocial Status: Middle Class

“People are going to die, I can’t let that happen!”

(Marvel.com, 2016)

Real Name: Bruce BannerGender: Male

Education: PHD in Genetics & Nuclear Physics

Occupation: As Robert - a doctor. As Hulk – a very (very!!!) angry super-

creature Social Status: Upper Middle

Class

“That’s my secret, Cap. I’m always angry.”

(Marvel.com, 2016)

Real Name: Thor Odinson Gender: Male

Education: Was trained as a highly skilled soldier with

exceptional hammer throwing skillsOccupation: God of lightning and

thunder from Asgard Social Status: Godly Class

“You want me to put the HAMMER down?”

(Marvel.com, 2016)

Black Widow

Real Name: Natasha RomanovaGender: FemaleEducation: Was trained in Russia, by the KGB’s schoolOccupation: Spy and professional killerSocial Status: Lower Middle Class

“I have got red on my ledger, I would like to wipe it out”

(Marvel.com, 2016)

Hawk Eye

Real Name: Clinton FrancisBarton

Gender: Male Education: Trained to throw

balls, knifes, darts & other objectsOccupation: Marksman, athlete &

an excellent pilotSocial Status: Lower Class

"I see better from a distance!“

(Marvel.com, 2016)

Real Name: Anthony Edward ‘Tony’ StarkGender: MaleEducation: A son of an engineer with specializing in weapons.Occupation: CEO of Stark Inc.Social Status: Upper-Upper Class

“Genius, billionaire, playboy, philanthropist”

(Marvel.com, 2016)

I wish I knew what consumer decision-making

process was before… before

any of this happened…

That’s no excuse! I told you but you didn’t listen!!!

Two days earlier…

BUY NOW!

SUPERANTIVILAINEADABLECOOKIEYOUONLYEA

TONCE

NOW ON SALE!

ARE YOU TIRED?

CAN’T EAT ON THE JOB?

Step 1. Need recognition/problem awareness Emotional need →

Need: Have more free time to devote to his personal life – social

Problem: How to fulfil his need when his presence in the squad is

required.

Nevertheless, there are also:

Functional need → Based on the basic needs of human beings - food and petrol -

physiological

Unpredictable need → Based on unexpected events, unplanned & unpredictable – car

breaking down – safety & security

He wants some personal time

I feel like my Ironman suit spends more time with me than real people… (Jobber and Fahy, 2015)

I’m sorry… What?!?

Fellow Avengers, I have found the solution for all of our problems! And its only 13.99 dollars! SUPERANTIVILAINEADABLECOOKIEYOUONLYEATONCE will be mine!

I accept congrats

!

What can you possibly have done that deserves

congratulations? HRRRR!?!

Step 2. Information searchYou’re the manager here. Where is the archive with the

sources about the machine?

I have no idea what I am

doing here…

Hope…. I can trust you.. Or…

Amm... Are you sure it fine to let Black Widow do research by herself?

I want you to tell me everything you

know about it!

Is that Stark’s machine??

Huh… Yes…

Step 2. Information searchLet’s see

what exactly this thing can do...

The controls are all responding immediately!!

The lag time is zero. Hmm…

Looks interesting…

They can benefit us on multiple levels…Why I know that?

Because I am smart!

After consulting my friends, I have

concluded that we do not need any kind of machine in our fight to defend Earth. The best fighting machine

here is me!

I believe that these

THROWAWAYSTICS are more than

adequate help for us.

Step 3. Evaluation of alternatives

I don’t care… (Playing music) *I’m

on a highway to hell*

Leave it to me. I know exactly

what to do. I have a-a-a-a-animal

intuition.

Step 3. Evaluation of alternatives

I’ll definitely buy it!There is no way they will react negatively…This machine is going to change all our lives!

Step 4. Purchase

Pic Stark buying online this product

Why did you do this???!!

Second fighting

Hulk was opposed to this purchase!!

Hhhrrr!Me too!

But… why are we fighting??!

Step 5. Post-purchase evaluation of decision

I stand by my

decision!

I did not agree to this!

You are going down!

Step 5. Post-purchase evaluation of decision

Thank you for attention!Prepared by Sofia, Dominique, and Anastasiia

We do notcondone physicalviolence!

References• Jobber, David and Fahy, Jobber (2015) Foundations of marketing. 5th

edition. London, McGraw-Hill.

• Lye, Ashley R. et al. (2005) Decision waves: consumer decisions in today's complex world. European Journal of Marketing, 39(1/2), 216-230.

• Marvel.com (2016) Marvel Universe Wiki [online] Available from: http://marvel.com/universe/Main_Page [Accessed 17th April 2016].

• Michon, Richard and Chebat, Jean-Charles (2008) Breaking Open the Consumer Behavior Black Box: Sem and Retail Atmospheric Manipulations. The Journal of Marketing Theory and Practice, 16(4), 299-308.