Leture 14 BW 6spp

Attitude is part of the behaviour control mechanism

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Unformatted text preview: echanism Variables you can affect: you can affect: – Arousal (via sensory stimulation, motivation) Cognitive Affective response – Experience (via the effect of interpretation) – Expression (via the social and situational constraints) Social Norm – Relate emotions to formation of brand loyalty. Intention Behavior Habit and Incentive 15 16 Lecture 14 Lecture 14 Model of Consumer Behaviour Model of Consumer Behaviour Revision Revision Attitude Behaviour Feedback Effects In the exam: – Discuss how you can change consumer attitudes Choice behaviour results in feedback effects on: – Attitude (dissonance effect) Variables you can affect: – Affective change (interaction of emotion and argument strength) – Affect (brand loyalty) Need – Preferences (learning and (l preference preference formation) – Behavioural change (dissonance and justification of effort) Desired – Cognitive change (argument type and strength, processing route) Feedback effects Actual Satisfaction Usage 17 18 3 Lecture 14 Lecture 14 Model of Consumer Behaviour Model of Consumer Behaviour Revision Revision Behaviour Feedback Effects Group Dynamics In the exam: – Discuss how you can manage the post-purchase process to create economic value for consumers and influence subsequent consumer behaviour. Groups affect individual consumer behaviour in order to maximise group cohesion – Cohesion is necessary for coordination of effort towards achievement of group goals – Cohesion develops through the group dynamic process: Variables you can affect: – Purchase, usage, maintenance, disposal costs Speation – Satisfaction effects Assignment of roles – Responsiveness to consumer needs, trust Development of norms – Group cohesion depends on conformity of individual members: Information influence Normative influence 19 Identification influence 20 Lecture 14 Lecture 14 Model Model of Consumer Behaviour Model of Consumer Behaviour Revision Revision Group Dynamics Culture and Sub-culture In the exam: – Discuss the effect of group interaction on individual consumer behaviour. How and why is individual behaviour altered as a result of group influence. How can you use this knowledge to affect consume...
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