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
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
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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