Psychological theory of consumer behaviour

A simpler way of thinking about problem recognition is that it is where the consumer decides that he or she is 'in the market' for a product or service to satisfy some need or want.

For example, kids prefer colourful and fancy footwear, but as they grow up as teenagers and young adults, they prefer trendy footwear, and as middle-aged and senior citizens they prefer more sober footwear. The evoked set is a term used to describe the set of brands that a consumer can elicit from memory and is typically a very small set of some 3- 5 alternatives.

Part of any marketing program requires an understanding of which motives drive given product choices. Alternatively, evaluation may occur continuously throughout the entire decision process.

Schiffman, ; Arndt, band some use just one dimension e. A measurement methodology and preliminary findings. Evaluation of alternatives[ edit ] Consumers shopping at London's Burlington Arcade engage in a variety of recreational and functional purchasing activities - from window shopping through to transporting their purchases homewards Consumer evaluation can be viewed as a distinct stage.

Unpublished doctoral dissertation, Purdue University, Traditionally, one of the main roles of advertising and promotion was to increase the likelihood that a brand name was included in the consumer's evoked set. Hypothesis generation, exposure of evidence, encoding of evidence and integration of evidence.

Cox a in his initial elaboration of Bauer's conceptualization states that it is often necessary to infer the presence of perceived risk since " Some purchase decisions are made by groups such as families, households or businesses while others are made by individuals.

Information search describes the phase where consumers scan both their internal memory and external sources for information about products or brands that will potentially satisfy their need.

Four Consumer Behavior Theories Every Marketer Should Know

Towards the end of the evaluation stage, consumers form a purchase intention, which may or may not translate into an actual product purchase.

The strong positive correlation between the "inclusion" broad style and the criterion measure, the number of new food products adopted, is a clearly contaminated relationship which only demonstrates that if a person knows they've tried new food products lately they will say they try new foods when they first come out.

Regular purchase When a consumer purchases a product on a regular basis e. As a field of study, consumer behaviour is an applied social science. Pettigrew observed that "broad categorizers seem to have a tolerance for type I errors: Sources Theory of Reasoned Action: Psychological factors include an individual's motivationattitudespersonal values and beliefs.

Journal of Marketing Research,1, This is also known as "post-purchase intention". According to the Society for Consumer Psychology, Division 23 of the American Psychological Association, consumer psychology "employs theoretical psychological approaches to understanding consumers." This field is often considered a sub-specialty of industrial-organizational psychology and is also known as the psychology of consumer.

Apply behavioral insights with ease.

Jeff Bray Consumer Behaviour Theory: Approaches and Models Consumer Behaviour Theory: Approaches and Models Consumer behaviour & consumer decision making Consumer decision making has long been of interest to researchers.

Beginning about. Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions.

Marketers expect. Reactance is an unpleasant motivational arousal (reaction) to offers, persons, rules, or regulations that threaten or eliminate specific behavioral parisplacestecatherine.comnce occurs when a person feels that someone or something is taking away their choices or limiting the range of alternatives.

Reactances can occur when someone is heavily pressured to accept a certain view or attitude. Consumer behaviour is an inter-disciplinary social science that blends elements from psychology, sociology, social anthropology, ethnography, marketing and economics, especially behavioural economics.

It examines how emotions, attitudes and preferences affect buying behaviour. Reactance is an unpleasant motivational arousal (reaction) to offers, persons, rules, or regulations that threaten or eliminate specific behavioral parisplacestecatherine.comnce occurs when a person feels that someone or something is taking away their choices or limiting the range of alternatives.

Reactances can occur when someone is heavily pressured to accept a certain view or attitude.

Psychological theory of consumer behaviour
Rated 3/5 based on 21 review
Personality - Approaches, Theories, Influence on Consumer behaviour