Question

Wendy goes shopping and finds two outfits that she really likes, but she can only afford to purchase one. what type of conflict is wendy experiencing?

Answer 1

Indecision is the type of conflict Wendy is suffering.  Consumer chooses a competing choice, rather than the previously purchased choice, on the next purchase occasion. Categories of switching costs include procedural, financial, and relational.  based on the affect, or feeling, attached to the products or behavior under consideration and trying to make  perspective- assumes consumers often make purchases and reach decisions is  Experiential decisions.