Answer to Question 1
The habit-formation (doer) product decision requires minimal involvement or thought, tending to result from habitual buying. Information, to the extent that it plays a role, consists of any point of difference from competitors that the marketer can meaningfully exploit. Brand loyalty may result simply from habit, but it is quite likely that most consumers have several acceptable brands. The strategy model is do _ learn _ feel.
Answer to Question 2
The affective (feeler) product decision is involving, but information is less important than feeling in inducing purchase. Typical purchases tied to self-esteemjewelry, cosmetics, and apparelmay fall here. The strategy model is feel-learn-do. Marketers provide emotional appeals that encourage consumers to find out more about the product or service and ultimately lead to purchase.
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