Short Answer Questions: Consumer Behavior

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Short Answer Questions
Question1
Self-regulation plays an important role in guiding a person to make what they feel is the right decision. Self-regulation requires an individual to have certain skills that would help them make the right decision without having regrets (Reisch, Lucia, and Zhao). One of the self-regulation examples that impact my decision making is the implementation intention. For instance, I mostly make “if-then plans.” According to this self-regulation, I have to come up with a decision that I should make and the intentions of making such a decision. If my intentions are not worth making the decision, then I choose not to make. Besides, if the intentions are good, then I always make the decision. This example of self-regulation has helped me avoid many situations that would have made me have both the regrets of action and inaction. Through the self-regulation strategy of implementation intention, I have been able to gain more consumer behavior skills. These skills are important in making any consumer decisions, such as purchasing an item. I find implementation intention to be one of the self-regulation strategies that help an individual evade tough decisions.
Question 2
The cognitive decision-making process requires an individual to select the best outcome out of possible alternatives. I recently wanted to purchase a private item, and I was torn between the various alternatives in the market. Luckily enough, the price of the items we within the same range and I felt like this eased the purchase decision. However, I had to compare more characteristics, such as the brand of various items, durability, and reliability. It was a tough decision to make, and I had to write down a list of each item’s characteristics to make it easy to come up with the best choice. After writing down the list, I was left with two options to choose from. These options seemed very similar to one another hence making it even more difficult to choose between them. In the end, I decided not to purchase the item because I could not come up with the best choice. However, while I was in the store, I saw one of the options, and it...