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Topic 7 Consumer Behaviour (Proposition Acquisition Process (Motive…
Topic 7 Consumer Behaviour
Comsumption
Rational
Consumer decisions are based on the physical performance of an offering
Based on cost-benefit analysis
Price and product scarcity
Do the functional benefits outweigh the costs?
Emotional
Social-psychological motivation
Emotional motivation
Rise of brands
Vulnerability
Proposition Aquisition
What goes through a consumer’s mind as they make a purchase decision?
Highlights importance and distinctiveness of proposition selection and re-evaluation in the process
An iterative process
Proposition Acquisition Process
Motive Development
Information Gathering
Proposition Evaluation
Proposition Selection
Acquisition/Purchase
Re-evaluation
Cognitive Dissonance
Having to re-evaluate beliefs, attitudes, opinions, values if our current position is different from our past position
Causes psychological discomfort – anxiety
Consumer is motivated to reduce that anxiety
Often seen in customer-generated content, such as review sites
Provides valuable consumer-generated content for marketers
Perceptions
“based on prior attitudes, beliefs, needs, stimulus factors and situational determinants, individuals perceive objects, events or people in the world about them." (AMA 2016)
Selective exposure known as ‘screening’ prevents perceptual overload (Dubois, 2000)
Helps marketers to target their messages
We ignore and/or forget irrelevant messages, freeing up brain space to process relevant messages
Learning
The process by which we acquire new knowledge and skills, attitudes and values
Classical Conditioning
Operant Conditioning
Social Learning
Social Learning
Memory
Personality
Main approaches include:
Psychoanalytic approach
Trait Theory
Self Conflict Approach
Motivation
Theory of Planned Behaviour