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Underpinning of Marketing Theory The Psychological Basis - Coggle Diagram

- - - - Severity of threat and probability of occurrence, comprise a threat appraisal dimension
        
        Clearly specify how unpleasant the consequences will be if the recommended actions are not followed.
        
        Communicate the likelihood or probability of those negative consequences.
      - Response efficacy and self-efficacy, comprise a coping appraisal dimension
        
        Indicate how the negative consequences can be avoided if the recommendations are followed.
        
        Explain that the target individuals are capable of performing the recommended action,
  - - - closure - the tendency to derive meaning from incomplete stimuli by forming a complete perception.
      - Figure/Ground - the tendency to designate part of the perceptual field as a figure and the rest as background.
      - Grouping - the tendency to group stimuli automatically according to proximity, similarity, or continuity so they form a unified and meaningful impression.
  - - - Problem Recognition
        
        Attributed to changes in one's actual condition or ideal state.
      - Information Search
        
        Internal Search - one considers the various alternatives available for solving or eliminating the problem.
        
        External Search - from a variety of sources, social relations, public sources, and marketing-dominated sources.
  - - - Cognitive - comprised of beliefs about the attitude object.
      - Affective - consists of feelings towards the object.
      - Conative - refers to intentions leading to behaving in a certain way towards the object.
    - - Utilitarian
      - Ego-Defensive
      - Knowledge
      - Value-Expressive