Unformatted text preview: ing a need state: The variables that you can affect are: Exposure – Desired state (consumer goals, need hierarchy)
– Actual state (post-purchase effects: consumption, usage, satisfaction)
(post- Awareness – Awareness (perception) (Recognition) – Motivation (Hull’s drive theory, behaviour control systems) – Discuss how you will manage the need dynamics Representation The variables that you can affect are: Attention Integration – Timing of problem recognition Interpretation – Discuss how you will defend the market of existing consumers from recognising
a need for a competitor’s product. Lecture 14 8 Lecture 14 Model of Consumer Behaviour Model of Consumer Behaviour Revision Revision Problem Representation Preference Formation In the exam: According to problem representation a consumer will take action to – Discuss how you will use the perceptual process to affect consumers’
problem representation. remove the problem. That is: The world that is perceived is the
world that is behaviorally important.
Preference formation is a response to problem representation: The variables you can affect are:
variables you can affect are: The role of preference formation is to determine which product attributes
will best satisfy the need state (i.e.: remove the problem). – Exposure (active information search v. random or passive information
search) Utility is the measure of a product’s capacity for need reduction. – Attention (capturing, holding, diverting attention) A consumer’s judgment of a product’s utility:
judgment – Integration (Gestalt principles) – Information search (affects the type and amount of information) – Interpretation (association of information with what’s already in
memory) – Learning & memory (affects amount of information retained)
– Evaluation rules (affect information integration) – Discuss how you will use the perceptual process to affect consumers’
9 10 Lecture 14 Lecture 14 Model of Consumer Behaviour Model of Consume...
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