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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
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 Consumer 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
– Attitude is part of the behaviour control mechanism
is part of the behaviour control m...
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This note was uploaded on 11/12/2013 for the course MARK 2051 taught by Professor Chylinski during the Three '12 term at University of New South Wales.
- Three '12