Reference no: EM132913595

Alex has always had negative attitudes towards massage armchairs. He believed that massage armchairs have a likelihood of breaking down easily, they are too expensive and take up a lot of space. In his memory, his initial evaluations are that they are ineffective machines when comparing to human massages. One day he was invited to try out one latest model on the sales floor at the shopping mall. Not only that he felt wonderful, he even imagined and visualised himself relaxing at home listening to music on the massage armchair after work. After the trial, he decided on that he could afford to spend a little more this month on his spending account so he bought a Japanese massage armchair by credit card.

Questions: Consumers make different kinds of judgments in high-effort purchase situation like Alex, including an estimation of likelihood, judgements about badness and goodness, using imagery, and mental and emotional accounting. Using information from the above scenario, discuss EACH kind of the HIGH-EFFORT JUDGMENTS made by Alex.