Analyze the buyer decision process of a typical Porsche customer. Contrast the traditional Porsche customer decision process to the decision process for a Cayenne or a Panamera customer. Which concepts from the chapter explain why Porsche sold so many lower priced models in the 1970s and 1980s? Explain how both positive and negative consumer attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes towards the brand? What role does the Porsche brand play in the self concept of its buyers?