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Part A: This discussion assignment focuses on the nature of information search related to in-store purchases and as compared to online purchases. As marketers, we must tailor our marketing strategy include consideration about how the information search phase, (including decision strategy and decision rules) of the consumer decision process ultimately can affect action (purchases) and possibly, post-purchase dissonance. Provide the questions or statements and then your answer underneath.
In your response:
Compare and contrast application of the information search phase of the "consumer decision process" to in-store purchases and online purchases.
Include practical examples of each placement strategy (in-store and online) within your response.
Explain why marketers should consider what happens during the information search phase of the consumer decision process when they create their marketing mix strategy.
Recommend methods that marketers can implement to lessen post-purchase dissonance. Include an in-store example and an online example.
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