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 //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;
Schiffman LG, Kanuk LL (2000) Consumer behavior, 7th edn. Prentice Hall, Upper Saddle River
Google Scholar
March JS, Simon HA (1958) Organizations. Wiley, New York
Google Scholar
Rook DW, Fisher RJ (1995) Normative influences on impulsive buying behavior. J Consum Res 22(3):305–313
Article Google Scholar
Youn S, Faber RJ (2000) Impulse buying: its relation to personality traits and cues. ACR North American Advances, New York
Google Scholar
Sofi SA, Nika FA (2016) The role of personality in impulse buying behavior. Jindal J Bus Res 5(1):26–50
Article Google Scholar
Sofi SA, Nika FA (2017) Role of intrinsic factors in impulsive buying decision: an empirical study of young consumers. Arab Econ Bus J 12(1):29–43
Article Google Scholar
Jones MA, Reynolds KE, Weun S, Beatty SE (2003) The product-specific nature of impulse buying tendency. J Bus Res 56:505–511
Article Google Scholar
Rook DW (1987) The buying impulse. J Consum Res 14(2):189–199
Article Google Scholar
Rook DW, Gardner MP (1993) In the mood: impulse buying’s affective antecedents. Res Consum Behav 6(7):1–28
Google Scholar
Weinberg P, Gottwald W (1982) Impulsive consumer buying as a result of emotions. J Bus Res 10(1):43–57
Article Google Scholar
Thaler RH, Shefrin HM (1981) An economic theory of self-control. J Polit Econ 89(2):392–406
Article Google Scholar
Ainslie G (1975) Specious reward: a behavioral theory of impulsiveness and impulse control. Psychol Bull 82(4):463
Article Google Scholar
Navarick DJ (1987) Reinforcement probability and delay as determinants of human impulsiveness. Psychol Rec 37(2):219–226
Article Google Scholar
O’Shaughnessy J (1987) Why people buy. Oxford University Press, New York, pp 4–23
Google Scholar
Hirschman EC (1985) Scientific style and the conduct of consumer research. J Consum Res 12(2):225–239
Article Google Scholar
Loudon DL, Della Bitta AJ (1993) Consumer behaviour: concepts and applications, 4th edn. McGraw Hill, Auckland
Google Scholar
Stern H (1962) The significance of impulse buying today. J Mark 26(2):59–62
Article Google Scholar
Chang HJ, Eckman M, Yan RN (2011) Application of the stimulus–organism–response model to the retail environment: the role of hedonic motivation in impulse buying behavior. Int Rev Retail Distrib Consum Res 21(3):233–249
Google Scholar
Muruganantham G, Bhakat RS (2013) A review of impulse buying behavior. Int J Mark Stud 5(3):149
Google Scholar
Piron F (1991) Defining impulse purchasing. ACR North American Advances, New York
Google Scholar
Coley AL (2002) Affective and cognitive processes involved in impulse buying. Doctoral dissertation, UGA
Sharma K (2012) Impact of affective and cognitive processes on impulse buying of consumers. Doctoral dissertation, Saurashtra University
Hair JF, Anderson RE, Tatham RL, Black WC (1998) Multivariate data analysis, vol 5. Prentice Hall, Upper Saddle River, pp 87–135
Google Scholar
Fornell C, Larcker DF (1981) Structural equation models with unobservable variables and measurement error: algebra and statistics. J Mark Res 18(3):382–388
Article Google Scholar
Malhotra NK, Dash S (2011) Marketing research: an applied orientation. Pearson, London
Google Scholar
Podsakoff PM, MacKenzie SB, Lee JY, Podsakoff NP (2003) Common method biases in behavioral research: a critical review of the literature and recommended remedies. J Appl Psychol 88(5):879
Article Google Scholar
Hair JF, Black WC, Babin BJ, Anderson RE, Tatham R (2006) Multivariate data analysis. Prentice Hall, Upper Saddle River
Google Scholar
Clover VT (1950) Relative importance of impulse buying in retail stores. J Mark 15(July):66–70
Article Google Scholar
Patterson LW, Cox K (1963) In-store traffic flow. Point-of-Purchasing Advertising Institute, New York
Google Scholar
Kollat DT, Willett RP (1967) Customer impulse purchasing behavior. J Mark Res 4(1):21–31
Article Google Scholar
Bellenger DN, Robertson DH, Hirschman EC (1978) Impulse buying varies by product. J Advert Res 18(6):15–18
Google Scholar
Rook DW, Hoch SJ (1985) Consuming impulses. ACR North American Advances, New York
Google Scholar
Iyer ES (1989) Unplanned purchasing: knowledge of shopping environment and time pressure. J Retail 65(1):40
Google Scholar
Dittmar H, Beattie J, Friese S (1995) Gender identity and material symbols: objects and decision considerations in impulse purchases. J Econ Psychol 16(3):491–511
Article Google Scholar
Beatty SE, Ferrell ME (1998) Impulse buying: modeling its precursors. J Retail 74(2):169–191
Article Google Scholar
Wood M (1998) Socio-economic status, delay of gratification, and impulse buying. J Econ Psychol 19:295–320
Article Google Scholar
Bayley G, Nancarrow C (1998) Impulse purchasing: a qualitative exploration of the phenomenon. Qual Mark Res Int J 1:99–114
Article Google Scholar
Shiv B, Fedorikhin A (2002) Spontaneous versus controlled influences of stimulus-based affect on choice behavior. Organ Behav Hum Decis Process 87(2):342–370
Article Google Scholar
Verplanken B, Herabadi AG, Perry JA, Silvera DH (2005) Consumer style and health: the role of impulsive buying in unhealthy eating. Psychol Health 20(4):429–441
Article Google Scholar
Donnelly G, Iyer R, Howell RT (2012) The big five personality traits, material values, and financial well-being of self-described money managers. J Econ Psychol 33(6):1129–1142
Article Google Scholar
Bratko D, Butkovic A, Bosnjak M (2013) Twin study of impulsive buying and its overlap with personality. J Ind Differ 34:8–14
Article Google Scholar
Page 2
Skip to main content
From: Cognition and affect in consumer decision making: conceptualization and validation of added constructs in modified instrument
Clover [28] | Book, grocery and variety stores were the places where consumers more willingly purchased spontaneously, particularly book stores |
Stern [17] | He identified four dissimilar categories of impulse buying as Reminder impulse buying, Pure impulse buying, Suggestion impulse buying and Planned impulse buying |
Patterson and Cox [29] | They discovered that the shelf setting and shelf space, meticulously for things such as foodstuff, have had an influence on establishing spontaneous buying behaviour |
Kollat and Willett [30] | They supported the argument that gender differences do not influence buying behaviour |
Bellenger et al. [31] | It was discovered that consumer’s spontaneity was prevalent, both across the population and product categories |
Thaler and Shefrin [11] | The nature of predisposition to give importance to contiguous rewards above distal rewards forces an individual to impulsive buying |
Weinberg and Gottwald [10] | Impulse buying transpires when the consumer’s inspiration and impetus to purchase are strong enough to take priority over impediments of delight |
Rook and Hoch [32] | They came up with improved research work on impulse buying wherein they identified interior psychosomatic stages that pressurize consumer to spontaneity |
Iyer [33] | He affirmed that all impulse buying is at least unplanned, but all unplanned purchases are not essentially determined spontaneously |
Piron [20] | He approved the role of autistic stimulant in inspiring spontaneous purchases |
Rook and Gardner [9] | Defined impulse buying as an umbrella idiom that engrosses unreliable measures of unprompted and deliberate performances |
Rook and Fisher [3] | They observed that credit cards make it easier to purchase things spontaneously |
Dittmar et al. [34] | They revealed that music products and clothing were the most probable items to be purchased impulsively |
Beatty and Ferrell [35] | There are multitude of supplementary situational and unpredictable factors such as money in hand and time accessibility that force spontaneous shopping |
Wood [36] | An inverse association was identified between age and impulsive buying |
Bayley and Nancarrow [37] | Immediacy attribute forces consumers to purchase spontaneously because they are always accompanied by preconceived notion that they get such opportunity only once |
Youn and Faber [4] | Consumers are prejudiced by an occurrence of interior disagreement between both rational and arousing drives as soon as a hasty buying impulse strikes |
Youn and Faber [4] | Revealed that spontaneity was found significantly associated with that of personality variable ‘lack of control’ |
Shiv and Fedorikhin [38] | Impressed that when privileged possessions are limited, actions of a consumer are determined by lower-order developments |
Jones et al. [7] | Consumers do not lean to look for additional information so as to construct fitting buying judgment |
Verplanken et al. [39] | Revealed that that a universal impulsive buying propensity is robustly embedded in personality |
Chang et al. [18] | Argued that consumers who had more positive emotional responses to the retail environment were more likely to make higher impulsive purchases |
Sharma [22] | Adopted the conceptual framework of cognition and affect for exploring impulsive buying behaviour |
Donnelly et al. [40] | They stated that conscientiousness was more probably to play a key part in scheduling for upcoming everyday expenditure |
Muruganantham and Bhakat [19] | Consumers who had more positive emotional responses to the retail environment were more likely to make higher impulsive purchases |
Bratko et al. [41] | Found that extraverts were motivated largely by the over lapping genetic manipulators during impulsive buying propensity |