Chapter 6/ Consumer Decision Making

Vans customers build up a belief about Vans by first trying out the product. For example, a person can walk into a store and try on a pair of Vans shoes. If the person likes the pair, he/she will buy the shoes and wear them. If the person likes or doesn't like the shoes after the purchase, he/she builds up a belief about the brand. Brand image is an image built after a person tries out a certain Vans product. Based off of the one product the person tries, a judgement is made on the whole brand. People post their beliefs on the Vans online shopping page, which is also known as customer reviews. Based on these comments, other online shoppers decide to either buy or not to buy the Vans products. The prospective customers build up their own beliefs on a product by reading customer reviews.

Customer Reviews example: http://shop.vans.com/catalog/Vans/en_US/style/edf13f.html?categoryId=57105