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“the process of assembling sensations into a useable mental representation of the world…perception creates faces, melodies, works of art, illusions out of the raw material of sensation” (Coon D 1983, Introduction to Psychology, Minnesota, West Publishing Company)

“Perception is not determined simply by stimulus patterns; rather it is a dynamic search for the best interpretation of the available data…. Perception involves going beyond the immediately given evidence of the senses” (Gregory R L 1966 Eye and Brain, London, Weidenfeld and Nicolson

The CDP is affected by many factors and is very complex
Often consumers rely on decision heuristics and do not always make rational purchase decisions
Level of involvement with the product can affect the decision techniques used.
Consumers sometimes make a decision to repeatedly purchase one brand in preference to others (brand loyalty)
Increasing the consumer’s level of involvement may encourage more rational decisions (Jansson-Boyd) 1. The overall aim of the assessment is to show that you understand how psychological (from within), sociological (from society) and marketer controlled (marketing mix) factors combine to influence purchase behaviour and decisions.
2. In order to demonstrate your understanding you will make extensive use of the constructs, models and theories that we have learned about in the module. For example, motivation is a “construct”. There are theories which attempt to explain it (Maslow’s Hierarchy of Needs) and there is a model (Means-End-Chain analysis) which helps us to apply the theory to specific examples. The more constructs, theories and models you apply appropriately and correctly the more marks you will score for the theoretical content.
3. As illustrated in the marking scheme the theoretical content must cover psychological factors (such as attention, perception, motivation,

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