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My consumer behavior daily
beatrizeugenia


Age: 32
Sex: F
Location: Washington
State: Dist. of Columbia

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Purchase analysis Wednesday, February 15, 2006

I did grocery shopping. I was walking so I just bought exactly what I needed, fruits, salad, crackers, detergent, toothpaste… well there are two thing I bought and I hadn’t the intention to. One is powdered curry, and this is because the friend who visited me last week, prepared dinner at my place and asked me if I had curry and I hadn’t and he is a very good cooker and I just thought it was a good idea to buy curry and start using it when I cook. I do not know much about cooking but I do like it and every time someone who knows how to cook recommends me something I take the advice. The other thing I bought is a cheesecake pudding. I normally try not to buy sweets but this is made with Splenda, and I’m a Splenda user and love cheesecakes, so I said, “I’ll try this”. I think this is a purchase based on the exposure of the product!

 

In order to analyze the purchase of the bicycle that I talked about, last week, I did an Associative Network of Knowledge or Schema (Figure 1). It includes different types of knowledge: episodic knowledge about past events (going to the Amazonia) and semantic knowledge about the features of Specialized bikes. There are also affective responses included (need of working out and go to a mountain bike trip with friends) and the interpretations of those feelings (healthy, entertained and happy). It includes knowledge about appropriate behaviors (how to ride a bike properly, the correct positions for the body, the equipment needed) as well as semantic knowledge about the consequences of these behaviors (avoid accidents, injuries on the back or the neck).

 




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