ecorating an Apartment: Types of Consumer Choice Processes This activity is important because consumers make decisions in a variety of ways with a variety of overarching goals. and the decisions they make range from simple to complex. It is important for marketers and advertisers to recognize what alternatives consumers consider in the alternative evaluation and selection stage of the consumer decision journey. The goal of this activity is to demonstrate your understanding of the three types of consumer choice processes: affective choice, attitude-based choice, and attribute-based choice. fowd the case and answer the questions that follow. Chioty, Amanda, and Shayla are entering their junior year of college and are excited to be moving into an on-campus apartment together. While each will have their own bedroom, the friends need to buy furniture and decor for their shared spaces such as the living room, dining room, and kitchen. Each has their own sense of style, with some shared decor preferences. They are heading to lkea, a furniture retall company known for their plethora of options, typically at affordable price points. Consider the following questions relating to types of consumer choice processes as Chioey, Amanda, and Shayla shop for the major items in their new apartment like their couch and dining room table. While Chioey and Amanda have been discussing the options, Shoyla has been looking at atematve options at nearby stores on her phone. She says she has also been looking at options for the past few weeks, Shayla says that she is concerned with comfort, cost, look, and availability for delivery, She tells Chiloey 8 Amunda that she is probably a bit more concerned wh their choice because she often has out-of.town guests who will sleep on the couch She shows thom one ot a store nearby that is che right cost, look, is available, and has great revews about comfort. The girls decide to po look at dining room tables at likea and then heod to the other stort for the couch. 5hayla is making an Multiple Choice ageement-tased cholce uflecuve choise. anhude beved choice atrove- oand choice bointereat ander