The cognitive approach to consumer behaviour perceives individuals as ‘information processors’ (Ribeaux and Poppleton, 1978) acknowledging the impact of environment and social experience in the processing of information. The development of cognitive psychology in general is credited with the introduction of Stimulus-Organism-Response model by Hebb in 1950s. According to Stimulus-Organism-Response model there is a linear relationship between the impact of stimuli on inactive organism, and as a result of the impact the organism responses in a certain manner (Cziko, 2000). However, this model has been subjected to criticism, notably by Tyagi (2004) and Kahle and Close (2006), and the criticism relates to the idea that Stimulus-Organism-Response model does not take into account the past experiences of the organism. References Cziko, G. (2000) “The Things We Do: Using the Lessons of Bernard and Darwin to Understand the What, How, and Why of Our Behaviour” Massachusets, MIT Press Kahle L.R. and Close, A. (2006) “Consumer Behaviour Knowledge for Effective Sports and Event Marketing”, Taylor & Francis, New York, USA
Category: Consumer Behaviour
In order to continue enjoying our site, we ask that you confirm your identity as a human. Thank you very much for your cooperation. MBA 532: MARKETING COMMUNICATIONS PROFESSOR JOANNA HESKETH A RESEARCH ON COGNITIVE PROCESS RELATED TO CONSUMER BEHAVIOR AND PURCHASING CHOICES By ADEOLA SAINT MATTHEW DANIEL (576870851) ‘This research project observes the Vancouver Island University code of conduct’ TABLE OF CONTENT CONCEPT OF CONSUMER BEHAVIOR…………………………………………....3 COGNITIVE PROCESS ANALYSIS………………………………………………….3 COGNITIVE ACCURACY…………………………………………………………….4 COMPONENTS OF COGNITIVE ACCURACY……………………………………...4, 5 FACTORS AFFECTING PURCHASING DECISIONS……………………………….5 CONTROLLING LEARNING HABIT…………………………………………………6, 7 RESSISTANCE AND ADOLESCENT CASE………………………………………....8 CONSLUSION…………………………………………………………………………..9 References……………………………………………………………………………….10 COGNITIVE PROCESS RESEARCH RELATED TO CONSUMER BEHAVIOR AND PURCHASING CHOICES CONCEPT OF CONSUMER BEHAVIOR Consumers are the users of final products and services made available in the business market place, marketers drive to use behavioral research of consumer patterns to determine and support decision making processes when undergoing market research for a product or service. Based on the ‘Consumer Psychology’ research by (Jansson-Boyd, 2010) consumer behavior studies the decision making process and strategies involved in acquiring goods and services that meet desired consumer need. This involves the pattern of actions driven towards satisfying a desired need. Information on consumer behavior provides a technical communications platform for
Consumer behaviour is “how buyers think and behave when making purchasing decisions.” (Blythe 2005 p.45). Consumers can include people buying for themselves, their family or for a business. The cognitive approach model explains how certain organisms or variables can affect the response, which is the outcome of the purchasing decision.  The cognitive consumer behaviour models can be broken down into two sections, analytical and prescriptive. Prescriptive models can be used to provide a guideline to help structure the behaviour and determine how consumer decisions can be predicted by the outcome of factors such as attitude and beliefs. Analytical models can be used to explain the behaviour of consumers and shows the relationship between the influencing factors and the decision made as they tend to follow the traditional five step classification of buyer behaviour: attaining problem recognition, information search, alternative evaluation, and choice and outcome evaluation as they key stages of the decision process. (Bray, 2008). The two main analytical models are the Consumer Decision Model and the Theory of Buyer Behaviour and the most common prescriptive models are the Theory of planned behaviour and the Theory of Reasoned Action. Analytical models are used to identify a huge range of factors and assess how these affect the decision made by the consumer, because of the scope available these models are usually referred to as the “grand models.” (Bray, 2008) By analysing the two analytical models, I think that the advantages are that the processes are clear and they allow plenty of scope to identify a wide range of factors that can influence purchasing decisions. The consumer decision model also has a feedback option which could be useful for future searches. The Buyer Behaviour model shows five various outputs which seems to be a more detailed version of the response output shown in the Cognitive approach model, I believe this function is helpful as it shows the different types of response which can lead to the purchase rather than just stating there is an output. A disadvantage of the models could be that the way in which people recognise a need in order to choose and purchase products has changed which could affect the result given by following the process. For example, because of the celebrity culture and social media, other people’s views on certain products may count for more than they would have previously which ultimately affects the purchasing decision. References Blythe, J. (2005) Essentials of Marketing Third Edition, Essex, Pearson Education Limited Bray, J. (2008) Consumer Behaviour Theories: Approaches and Models,(online) Available from http://eprints.bournemouth.ac.uk/10107/1/Consumer_Behaviour_Theory_-_Approaches_%26_Models.pdf (Date accessed 29th April 2016)
When looking into cognitive psychology there are two main consumer behaviour models which are analytic and prescriptive which are both are divided into two further models (Moital, 2007). Looking at analytic models, Cognitive theories believe in a decision making process. This process takes place before and after purchase; as the process does not end after a purchase as people evaluate the purchase (Blythe, 2013). A cognitive purchase decision results in the selection of one product/brand over competitors (Solomon, 2015). All products and services that consumers use will have been involved in a decision making process (Jansson-Boyd, 2011). The cognitive process model created five stages these are;
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From: Cognition and affect in consumer decision making: conceptualization and validation of added constructs in modified instrument
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What is the cognitive process in a consumer buying decision?
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