...Section 2 AFFECT AND COGNITION AND MARKETING STRATEGY Chapter 3. Introduction to Affect and Cognition Chapter 4. Consumers’ Product Knowledge and Involvement Chapter 5. Attention and Comprehension Chapter 6. Attitudes and Intentions Chapter 7. Consumer Decision Making Chapter 3 INTRODUCTION TO AFFECT AND COGNITION Authors' Overview of the Chapter This is the introductory chapter on consumers' affect and cognition, and it provides a foundation for the rest of this section. Students need to understand the basic concepts presented here in order to apply them throughout the course. We begin the chapter by briefly reviewing the four elements in our basic model, the Wheel of Consumer Analysis. Then we discuss in some detail two broad, internal aspects of consumers' responses--affect and cognition. We describe affect and cognition in terms of two psychological systems that sense, interpret, and respond to information in the environment. The affective and cognitive systems can be thought of as essentially independent, yet highly interrelated modes of psychological response. Affect. Affect concerns people's feelings and emotional reactions. We identify four types of affective responses--emotions, strong feelings, moods, and evaluations--that vary in intensity and level of arousal (see Exhibit 3.2, p. 42). We emphasize that the affective system is largely...
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...Consumer Behavior Mary Parsons Independence University This week’s assignment is about consumer Behavior. There is a lot of research a person needs to know before opening up a business and studying consumer behavior should be one of the first things you should research. In this report there are five questions I am going to answer about consumer behavior. 1. Explain the consumer’s post-purchase evaluation process. A consumer looks at a lot before making a purchase, the first thing is, if the product is what they want, and need. Depending on what they are purchasing if it will fit their style. The consumer buying decisions have three categories routine response, limited decisions making and extensive decision making. 2. What is Cognitive dissonance? When people recognize inconsistency between their values or opinions and their values or opinions and their behavior, they tend to feel an inner tension. An example of this would be the advantages and disadvantages of owning a smaller car one advantage would be better gas mileage to disadvantage would be comfort and room. 3. Recall an occasion when you experience cognitive dissonance about a purchase. Describe the event and explain what you did about it. The only thing I can think that would be close to this is I used to get my nails done, but when my finances changed because of the cost I had to stop having them done. I only buy the necessities. I have always watched my spending I don’t mind depending on the...
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...Lecture Topic 6 Ch. 5 & 6 (p. 188 - 201) Buyer Behavior MKTG 2501 Lecturer: Yin Mei NG Model of Consumer Behavior External Stimuli • Marketing Stimuli • Environmental Forces BUYER’S BLACK BOX • Buyer’s decision process • Buyer’s characterist ics Buyer Responses • Buying attitude and preference • Purchase behavior (what, when, where, and how much) • Relationship behavior with brand and company Five Stages in the Consumer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Class Discussion: Customer Needs • What do parents-to-be need? • How can a company meet their important needs? Identify and Evaluate Alternatives Example: Brand Choice of Your Computer Purchased Recently Company: What can you do? Dear Company, We’re sorry to let you know your brand is not in our evoked set. To: The Company Yours sincerely, Your target customers Question: • What can a company do if its brand is NOT in the evoked set of the target consumers? – Inept set (avoided alternatives) – Inert set (backup alternatives) – Unawareness set Example: A customer’s evaluation of 3 computer brands • Which brand would this consumer most likely choose to purchase? • Which brand would this consumer least likely choose to purchase? Attributes (Criteria) Importance Weight (Sum = 1.0) Evaluation on the Performance of Alternative Computer Brands (Score: 1-7) Evaluation of Alternatives Brand A Price Speed Warranty Size ...
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...Jeff Bray Consumer Behaviour Theory: Approaches and Models Consumer Behaviour Theory: Approaches and Models...............................................2 1.1 Consumer behaviour & consumer decision making ............................................2 1.2 Theoretical approaches to the study of consumer behaviour..............................3 1.3 Economic Man .....................................................................................................4 1.4 Psychodynamic Approach ...................................................................................4 1.5 Behaviourist Approach ........................................................................................5 1.6 Cognitive Approach .............................................................................................6 1.6.1 Cognitive Models of Consumer Behaviour ..................................................9 1.6.1.1 Analytic Cognitive Models ..................................................................10 1.6.1.2. Prescriptive Cognitive Models............................................................20 1.7 Humanistic Approach ........................................................................................25 1.7.1 Humanistic Models of Consumer Behaviour..............................................25 1.9 Summary ............................................................................................................28 References.................
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...Jeff Bray Consumer Behaviour Theory: Approaches and Models Consumer Behaviour Theory: Approaches and Models...............................................2 1.1 Consumer behaviour & consumer decision making ............................................2 1.2 Theoretical approaches to the study of consumer behaviour..............................3 1.3 Economic Man .....................................................................................................4 1.4 Psychodynamic Approach ...................................................................................4 1.5 Behaviourist Approach ........................................................................................5 1.6 Cognitive Approach .............................................................................................6 1.6.1 Cognitive Models of Consumer Behaviour ..................................................9 1.6.1.1 Analytic Cognitive Models ..................................................................10 1.6.1.2. Prescriptive Cognitive Models............................................................20 1.7 Humanistic Approach ........................................................................................25 1.7.1 Humanistic Models of Consumer Behaviour..............................................25 1.9 Summary ............................................................................................................28 References..................................
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...rector magnificus Prof.dr.C.W.P.M. Blom, volgens besluit van het College van Decanen in het openbare te verdedigen op woensdag 17 december 2003, des namiddags om 1.30 uur precies door Astrid Gisela Herabadi geboren te Bogor op 30 december 1969 Promotores: Prof. dr. B. Verplanken (University of Tromsø, Norway) Prof. dr. A.F.M. van Knippenberg Manuscriptcommissie: Prof. dr. J.A.J.P. Janssen Prof. dr. N.K. de Vries (Universiteit Maastricht) Prof. dr. M. Zeelenberg (Universiteit van Tilburg) Buying Impulses: A Study on Impulsive Consumption A scientific essay in Social Sciences Doctoral thesis to obtain the degree of doctor from the University of Nijmegen on auhority of Rector Prof.dr.C.W.P.M. Blom, according to the decision of the Council of Deans to be defended in public on Wednesday, 17 December 2003, at 1.30 PM precisely by Astrid Gisela Herabadi born in Bogor on 30 December 1969 Supervisors: Prof. dr. B. Verplanken (University of Tromsø, Norway) Prof. dr. A.F.M. van Knippenberg Manuscript committee: Prof....
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...Jeff Bray Consumer Behaviour Theory: Approaches and Models Consumer Behaviour Theory: Approaches and Models...............................................2 1.1 Consumer behaviour & consumer decision making ............................................2 1.2 Theoretical approaches to the study of consumer behaviour..............................3 1.3 Economic Man .....................................................................................................4 1.4 Psychodynamic Approach ...................................................................................4 1.5 Behaviourist Approach ........................................................................................5 1.6 Cognitive Approach .............................................................................................6 1.6.1 Cognitive Models of Consumer Behaviour ..................................................9 1.6.1.1 Analytic Cognitive Models ..................................................................10 1.6.1.2. Prescriptive Cognitive Models............................................................20 1.7 Humanistic Approach ........................................................................................25 1.7.1 Humanistic Models of Consumer Behaviour..............................................25 1.9 Summary ............................................................................................................28 References..............................
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...Interviewee 2. The microwave oven he bought fulfills his esteem needs and need of having possessions. To be true its not something without which he can’t live but it is something which will made his work easy and quick without spoiling the food. This product has been bought by him to make things even easier and quick. Interviewee 3 The car he bought also comes under the self-esteem needs which fulfills his daily requirements as well as give him a feeling of accomplishment that comes by owning a big item. It gave him the feeling of possessing something which provides safety as well as affordable luxury. Tri-component attitude model: According to this theory, attitudes consist of three major components: a cognitive component, an affective component and a conative component. Cognitive component: The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources. Here we can see in the survey that...
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...VALUE TO MARKETERS ABOUT UNDERSTANDING CONSUMER BEHAVIOR THEORIES AND CONCEPTS Modern day’s business is controlled by Consumers. Large variations in consumer needs and strong competition demands market driven business and marketing plans. It’s the response of Consumers that decides the success of Marketing. Most of the marketers not only avoid theories but also consider them to be irrelevant. They believe that huge experience of Managerial facts and direct observation of consumer’s behavior is enough to succeed. What marketers fail to understand is that experience and observation on one hand and theories on the other hand are inter-linked. By understanding consumer behavior, marketers will be able to investigate and learn consumer’s purchase mannerism and make marketing decisions. 1. INTERNAL INFLUENCES: These are the factors that happen within the consumers. 1.1. LEARNING: Learning is the behavioral change occurring due to the outcome of past experience. Based on Consumers gained experience on purchased and consumed product, they learn about the brands they like and dislike and the qualities they prefer the most. With this experience consumers adjust their behavior for the future. For marketers to understand the learning behavior better, two thoughts are developed – The behaviorist and the cognitive. 1.1.1. Behaviorist Learning Theory: This Theory is concerned with observing changes in an individual’s responses as a result of exposure to stimuli. (Henry...
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...ASSIGNMENT No. 1 Total Marks: 100 (Units: 1–5) Pass Marks: 50 Q. 1 (a) Discuss the impact of digital technologies on marketing strategies. (b) Describe the consumer research process in detail. (10+10) Q. 2 Discuss the motivation as a psychological force. Also explain the measurement of motives. (20) Q. 3 What is the concept of personality? Discuss the concept of brand personality in detail. (20) Q. 4 What is meant by attitude? Describe different strategies for attitude change. (20) Q. 5 Explain the elements of consumer learning. Also discuss the cognitive theory of learning (20) ASSIGNMENT No. 2 (Total Marks: 100) This assignment is a research-oriented activity. You are required to submit a term paper and present the same in the classroom prior to the final examination. Presentation component is compulsory for all students. You will have to participate in the activity fully and prepare a paper of about 15 to 20 pages on the topic allotted to you. The students are required to prepare two copies of Assignment No. 2. Submit one copy to your teacher for evaluation and the second copy for presentation in the classrooms in the presence of your resource persons and classmates, which will be held at the end of the semester prior to final examination. Include the following main headings in your report:- a) Introduction to the topic b) Important sub-topics c) Practical aspects with respect to the topic ...
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...CONSUMER BUYING BEHAVIOR Factors which affect a consumer's buying behavior includes Social factors are those factors which are induced by other people with whom the consumer is in contact with by one way or the other and have affect on the consumers buying behavior. These social factors can arise from culture, subculture, family and roles, reference groups and social class. Psychological Factors Psychological factors are an important part of the decision process. These are inherent to an individual and usually generate forces which affect his buying behavior. These forces include perception, motives, attitudes, learning and personality. Personal Factors Personal factors are those factors which are unique to an individual. These have been acquired over a period of time by the consumer and influence a person’s buying behavior. PURCHASE PROCESS A buying process of a consumer is quite a complex matter wherein several internal and external factors come into play together to form a buying decision. While consumers may not think too much while buying low valued products as those products are bought on an impulse, but for higher valued products, customers would go through several stages which are discussed as below. Sometimes, the process can be quite lengthy and may many different social, psychological and personal factors. Impulsive buying on the other hand are spot on and the companies behind such low valued products that generally trigger an impulse buying may...
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...Attitude and its role in consumer behavior Consumer Behavior – MKTG578 DeVry University, Keller Graduate School of Management October 19, 2014 Abstract This paper will address the role of attitude in consumer behavior that is related to belief, which has a significant influence on consumer’s decision making. The paper will also discuss the major factors of attitude and belief that consumer’s tendency respond to certain brand, product, and service. The finding contains in this paper will also present what can attitudes tell marketers about consumer, and what type of information consumer use in making a decision. Moreover, marketer would learn that it is easier to indirectly influence consumer behavior and belief by providing any type of knowledge, such as information and music, to create a good feeling about the product. Most importantly, the basic components that are an effective approach to changing attitude will be found in this paper, which will be very helpful to marketers in term of marketing and repositioning their brand, product, or service. This approach will alter the cognitive structure of a consumer’s attitude that leads them to changes in behavior. Finally, this paper contains an explanation of the link between attitude towards a brand, product, or service and consumer purchasing behavior. Table...
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...influence judgments, feelings, goals, and behaviors. Minimal thought, impulse purchase contrast effect participants who were primed with inexpensive brands rated the moderately priced target (with a clearly visible brand name) as expensive, while participants who were primed with expensive brands rated the target as inexpensive (141) Implicit Association Test (IAT) a new procedure for measuring sensitive beliefs, including those held without awareness or intention (143) mindset priming effect the cognitive activity performed during the first session tends to be performed again in the second, even if the products considered during the two sessions are completely different (143) procedural priming effect the effect that occurs when situations are linked to cognitive or motor processes via “if X, then Y” linkages, where X refers to a specific situation and Y refers to a cognitive or behavioral activity (142) truth effect as familiarity increases, a brand name seems more famous, liking for the brand increases, judgments about the brand are held with greater confidence, and product claims seem more likely to be true (144) Chapter 8 accounts excuses and justifications. The former reduce or deny one’s responsibility for inappropriate actions; the latter acknowledge responsibility but rationalize the behavior as appropriate, given the circumstances (161) aligning activities consist of comments that attempt to realign our behavior with norms (161) brand anthropomorphism both...
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... 1) How has an understanding of consumer behavior helped Groupon Grow from 400 subscribers in Chicago in 2008 to 200 million subscribers in 48 countries today? Consumer Behavior: The action a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions. Types of consumer behavior: Routine Response Behavior, Limited Decision Making Behavior, Extensive Decision Making Behavior, Impulse Buying Behavior. Groupon: Uses consumers impulse buying to their advantage. 2) What is the Groupon Promise? How does the Groupon Promise affect a consumer's perceived risk and cognitive dissonance? "Nothing is more important to us than treating our customers well." "If you ever feel like Groupon let you down, give us a call and we'll return you purchase-sample as that." Cognitive Dissonance and Perceived Risk: When you ask yourself if you made the right decision or buy the right product. 3) Describe the five-stage purchase decision process for a typical Groupon user. Problem recognition: Perceiving a need. Information search: Seeking value. Evaluation of alternatives: Assessing value. Purchase decision: Buying value. Post-purchase behavior: Value in consumption or use. 4) What are possible psychological and sociological influences on the Groupon consumer purchase decision process? Psychological influences: Explain why and how consumers behave the way that they do. Perception:...
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...Q1: Significance and Diversity of Consumer Behavior: * Definition of Consumer Behavior: Consumer Behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology, marketing and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups such as how emotions affect buying behavior. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, sports, reference groups, and society in general. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behavior is difficult to predict, even for experts in the field. Marketing is an influential asset for customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be...
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