Consumer Decision Making and Beyond
Levels of Consumer Decision Making
Models of Consumers: Four Views of Consumer Decision Making
• An Economic View
• A Passive View
• A Cognitive View
• An Emotional View
Three Stages of Consumer Decision Making
• Need Recognition
• Prepurchase Search
• Evaluation of Alternatives
Coping with Missing Information
• Delay decision until missing information is obtained
• Ignore missing information and use available information
• Change the decision strategy to one that better accommodates for the missing information
• Infer the missing information
Types of Purchases
Outcomes of Postpurchase Evaluation
• Actual Performance Matches Expectations
– Neutral Feeling
• Actual Performance Exceeds Expectations
– Positive Disconfirmation of Expectations
• Performance is Below Expectations
– Negative Disconfirmation of Expectations
Gifting Behavior
Gifting is an act of symbolic communication, with explicit and implicit meanings ranging from congratulations and love, to regret, obligation, and dominance.
Consumers Are Less Loyal – Why?
• Abundance of choice
• Availability of information
• Entitlement
• Commoditization
• Insecurity
• Time scarcity