A brand manager needs your assistance in understanding consumer decision making. She wants you to

(a) Explain TWO of the three types of decision making in which consumers engage; in each case, provide two examples of the type of decision making;

(b) Assume that her brand is purchased on a major purchase occasion. Explain how a consumer makes a decision to purchase a brand from among those in the product category in which her brand competes if the consumer is using a conjunctive decision rule AND how a consumer makes a decision to purchase a brand from among those in the product category in which her brand competes if the consumer is using a lexicographic decision rule.