Literature Theory Key points
Belch & Belch chapter 4 decision-making process: problem/need recognition source of problem-recognition: out of stock,
→ info. search → alternative evaluation → purchasedissatisfaction, new needs/wants, new product, etc.
decision → post-purchase evaluation (variation in Information search: internal (in memory) vs external
decision-making: not always all 5 steps) (internet, friends, etc.)
perception: selective/conscious perception (selective
underlying psychological process: motivation → exposure → selective attitudes → selective
perception → attitude formulation → integration → comprehension → selective retention) vs
learning subliminal/unconscious perception
alternative evaluation: evoke set (some brands the
hierarchy of needs: physiological > safety > social > peroosn knows), evaluative criteria (the dimensions used
esteem > self-actualisation for comparing different products)
attitudes = learned predisposition to respond to sth, but
can be changed; integration process = to produce
psychoanalytic theory (Freud): about 'deep' knowledge/meaning/belief combined to evaluate 2 or
subconscious motives, too vague, too small sample more alternatives
consumer learning process: behavioural learning
theory (contiguity + repetition, classical purchase decision ≠ purchase, but outcome of
conditioning, operant conditioning), cogntive alternative evaluation and brand loyalty
learning theory (goal → purposive behaviour → environmental influence ( culture > subculture > social
insight → goal achievement) class > reference groups > situational determinants)
alternative approaches: psychology, economics, etc. post-purchase evaluation: dissatisfaction or satisfaction
Tversky & Kahnemann, 1981 example of cinema ticket: loosing €10 bill will still buy it,
risk averse > risk taking
but lost ticket won't buy it (paying twice for the same)
insurance: protect against one risk fully rather than
fear of loss > thought of gain
multiple things partially sells better
saying the disadvantage of one option over other option
discount > surchange works better than saying the advantage of one option
over another option
Wang et al., 2004 quality conscious: search for best product decision-making styles in China
prefer imported over domestic: those with unique
brand conscious: higher priced product (thinks it's
lifestyle, brand loyalty, brand consciousness, quality
better quality)
consciousness, young, educated, read fashion magazines
brand loyalty: habitual shopping of favourite brands
and shop frequently
fashion conscious: excitement about buying new
things
price conscious: looking for sale prices
recreational & hedonistic orientation: purchasing
for fun, pleasure
impulsive/careless tendency: shops unplanned,
unaware of spending money
confused by overchoice: consumer has hard time
making decision
Belch & Belch chapter 4 decision-making process: problem/need recognition source of problem-recognition: out of stock,
→ info. search → alternative evaluation → purchasedissatisfaction, new needs/wants, new product, etc.
decision → post-purchase evaluation (variation in Information search: internal (in memory) vs external
decision-making: not always all 5 steps) (internet, friends, etc.)
perception: selective/conscious perception (selective
underlying psychological process: motivation → exposure → selective attitudes → selective
perception → attitude formulation → integration → comprehension → selective retention) vs
learning subliminal/unconscious perception
alternative evaluation: evoke set (some brands the
hierarchy of needs: physiological > safety > social > peroosn knows), evaluative criteria (the dimensions used
esteem > self-actualisation for comparing different products)
attitudes = learned predisposition to respond to sth, but
can be changed; integration process = to produce
psychoanalytic theory (Freud): about 'deep' knowledge/meaning/belief combined to evaluate 2 or
subconscious motives, too vague, too small sample more alternatives
consumer learning process: behavioural learning
theory (contiguity + repetition, classical purchase decision ≠ purchase, but outcome of
conditioning, operant conditioning), cogntive alternative evaluation and brand loyalty
learning theory (goal → purposive behaviour → environmental influence ( culture > subculture > social
insight → goal achievement) class > reference groups > situational determinants)
alternative approaches: psychology, economics, etc. post-purchase evaluation: dissatisfaction or satisfaction
Tversky & Kahnemann, 1981 example of cinema ticket: loosing €10 bill will still buy it,
risk averse > risk taking
but lost ticket won't buy it (paying twice for the same)
insurance: protect against one risk fully rather than
fear of loss > thought of gain
multiple things partially sells better
saying the disadvantage of one option over other option
discount > surchange works better than saying the advantage of one option
over another option
Wang et al., 2004 quality conscious: search for best product decision-making styles in China
prefer imported over domestic: those with unique
brand conscious: higher priced product (thinks it's
lifestyle, brand loyalty, brand consciousness, quality
better quality)
consciousness, young, educated, read fashion magazines
brand loyalty: habitual shopping of favourite brands
and shop frequently
fashion conscious: excitement about buying new
things
price conscious: looking for sale prices
recreational & hedonistic orientation: purchasing
for fun, pleasure
impulsive/careless tendency: shops unplanned,
unaware of spending money
confused by overchoice: consumer has hard time
making decision
