Is consumer choice considered to be conscious or unconscious decision making?
Conscious (and deliberate)
Who identified unconscious influence on consumers’ behaviour?
Milliman (1986)
What are the 3 types of consumer decisions?
- Extended problem solving
- Limited problem solving
- Habitual decision making
What is the information processing perspective?
- people will carefully integrate info about a product
- weigh up pros and cons of alternative before deciding
- arrive at a satisfactory conclusion
Some purchases don’t follow the information processing perspective because they are: (3)
- irrational
- impulse purchases
- contrary to predicted rational models
What is constructive processing?
The sequence of events that consumers use to evaluate the effort to make the choice and then choose a suitable strategy
Consumers make choices based on what kind of responses?
Emotional
- Can be non-rational
- Can be rational and valid information processing based decisions
What are the 3 theories behind how emotions influence decision making?
- Cognitive appraisal theory - thinking results in emotion
- Affective events theory - experiencing an affective event can create an emotion that leads to an affective-driven attitude and behaviour
- Affective control theory - explains the changes in our thoughts and behaviours to maintain our emotions, as opposed to changing our emotions to be consistent with our thoughts and behaviours
What is the affect as information process approach?
Suggests that decisions can be made on the basis of how we feel about an item
What is the Emotion as Social Information (EASI) model?
Explains how others use our emotions to make decisions and judgements (e.g. reading an angry review, basing actions off that)
People are influenced in one of two ways. These ways are:
- Inferential processes (e.g. decide not to buy)
* Affective responses (e.g. post your own comment)
