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SUBMITTED IN PARTIAL FULFILLMENT OF MASTERS OF
MARKETING COMMUNICATIONS

STUDENT NAME: Pouria Firouzi
ID#:

M00427874

DATE: JAN 23th 2013
UNIT LECTURER: DR. JOHN SUTTON

WORD COUNT: 2318

Pouria Firouzi

M00427874

Identify and discuss how holiday decision-making as described in the case, is different from the traditional problem-solving models of consumer decision-making
Holiday decision-making process is different from the traditional problemsolving models of consumer decision-making. This is because holiday decision-making model does not require fixed sequential stages that are required by traditional problem-solving models. Administrative factors play an imperative role when deciding time and choice of holiday decision-making process (Schermerhorn & Osborn, 2011).

The typical factors that mostly

influence the holiday decision-making process are levels of involvement, situational factors, anticipation, nostalgia and daydreaming. On the other hand, this is very different from traditional decision-making process that is well sequentialized and structured. In this model, the need for a specific service or product is identified and information search and other alternatives are evaluated. The consumer is further led towards purchasing a product and there after placing a purchase evaluation (Moore & Simmons, 2010).
In the traditional consumer decision-making, the method of searching for information is well structured and it is either external, internal or both of them.
Information collection process in the holiday decision-making is an ongoing and continuous process. The information is collected during and after the holiday’s experience and it is mostly memory based than external based.
Holiday decision makers are low information searchers and information is gathered in a non-purpose manner. On the other hand, in traditional consumer decision-making, gathering information is very important and the

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