Analyzing the Animosity and Nostalgia Factors in Purchase Decision of Vietnamese Consumers on American Imported Goods

Abstract

This first step is the most important of all the steps in the decision-making process Solomon (2013). A purchase transaction cannot be completed if a person does not have a need for an item. According to Bruner and Gordon (1993), problem recognition happened when the gap between the practical state and the desired state through that personal recognize the need. For example, when a person walk on a street, his/her slippers are broken (practical situation). Responding to this need, he/she wants to continue walking, so he/she want to buy a new shoe (idea situation). Thus, he/ she has a purchasing behavior a new shoe.