12 2 lecture 14 lecture 14 model of consumer

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Unformatted text preview: nsumer Behaviour Revision Revision Motivation Emotion In the exam: Emotion is a subcortical response to a motivational state – Discuss how you can influence the consumer’s state of motivation to engage in a behaviour related to his/her problem representation. Dual circuit information processing Variables you can affect are: you can affect are: – Drive (i.e.: need via need state) Neocortex – Habit (via learning) Need state – External incentive (via rewards) Utility judgment Cognitive Variables that you need to be aware of: Thalamus Stimulus Amygdala Emotional Affective resp. – Performance thresholds – Optimal arousal and need dynamics – Feedback effect from motivation to awareness 13 14 Lecture 14 Lecture 14 Model of Consumer Behaviour Model of Consumer Behaviour Revision Revision Emotion Attitude In the exam: – Discuss how you can use your understanding of emotions to affect consumer behaviour Attitude combines the cognitive and the affective responses in a relatively consistent predisposition to behave. – Attitude is part of the behaviour control mechanism is part of the behaviour control m...
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