Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 34

In general, how do gas prices or fuel costs factor into the decision-making process for consumers in terms of influencing the consideration set and decision-making rule used in selecting a transportation option In the context of Tesla's high sticker price, does your answer change If so, how Detail and explain. (Hint: Consider the marketing strategies based on information search patterns in Chapter 15.)