Leture 14 BW 6spp

9 10 lecture 14 lecture 14 model of consumer

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Unformatted text preview: r Behaviour Revision Revision Preference Formation Motivation In the exam: – Discuss how you would use your understanding of consumer information search, learning, memory and decision rules to aid in consumer preference formation. Variables you can affect are: Motivation energizes behaviour aimed to reduce a need state. Desired – External search (reduce info search costs) Arousal – Internal search (aid recall, prime desired information) DRIVE – Amount of search (reduce noise, increase info precision) – Learning (classical and operant conditioning) Actual – Memory (transfer between sensory, short-term, and long-term mem.) – Decision rules (presentation of information and decision aids can affect the decision rule used, e.g.: compensatory more likely when information presented in a table form; non-compensatory when 11 information presented sequentially) – Hull’s drive theory suggests variables that we can affect to influence a consumer’s state of motivation. 12 2 Lecture 14 Lecture 14 Model of Consumer Behaviour Model of Co...
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