Leture 14 BW 6spp

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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 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 behave. – 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.

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