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Consumer Behaviour TEAM 1

Wenxin I6083043 Constantin I6036573 Arnaud I6078310 Britt I6022916

11-2-2014

Agenda
Introduction
What is decision making ?

Article Shiv & Fiedorikhin (1999) Input Process Output Conclusion

Purpose Statement

How can consumer decision-making be influenced ?

Introduction
What is a decision ? Selection of opinion between alternatives Influenced by different parameters Internal / External

Introduction

Article

Input

Process

Output

Conclusion

Economical

Passive

Emotional

Cognitive

EXAMPLE

EXAMPLE

EXAMPLE

EXAMPLE

Introduction

Article

Input

Process

Output

Conclusion

Economical Rational economic sense

Passive Impulsive/ Irrational

Emotional Rational/ Irrational/ Impulsive

Cognitive Rational

Aware of all alternatives


Perfect information

Submissive to promotional efforts


Customers as objects of manipulation

Influenced by feelings / emotions


Consumer Moods

Receptive / Active

Using heuristics

Rank alternatives & Identify best alternative EXAMPLE Fixed budget, all resources available to access information EXAMPLE Tourist market where you dont have any sources of information beforehand
Article Input

Influenced by external parameters (music, lights) EXAMPLE Pass an exam, feeling happy & buying something I deserve it

Decision processor / Rules EXAMPLE Going to several shops to research on cameras/ new items e.g. smart watches
Conclusion

Introduction

Process

Output

Article
Shiv & Fiedorikhin (1999) : Heart and Mind in Conflict : The Interplay of affect and cognition in consumer decision making

Cognitive Controlled No constrained resources Rational

Affective Automatic Constrained resources Emotional

ArticlePresentation
mode Real

Consumer impulsiveness Impulsive

Symbolic (e.g. Prudent photographs)

H1 & H2
Introduction Article Input Process Output Conclusion

Article
H1 : The effect of restricted processing resources on the choice of an affect-laden alternative will be moderated by the presentation mode, with the effect being greater when the presentation is real than when it is symbolic. H2: The effect of restricted processing resources on the choice of an affect-laden alternative will be moderated by consumer impulsivity, the effect being greater with increased levels of consumer impulsivity.
Introduction Article Input Process Output Conclusion

Article - Conclusion

High affective constrained resources High cognitive non-constrained resources


Real presentation mode & constrained resources affective decision Symbolic presentation mode & nonconstrained resources cognitive decision

Introduction

Article

Input

Process

Output

Conclusion

Input
How can inputs change your perception of a brand? What if the brand is not in your evoked set?
From the point of view of the marketer

Introduction

Article

Input

Process

Output

Conclusion

Inputs

Introduction

Article

Input

Process

Output

Conclusion

Process

Introduction

Article

Input

Process

Output

Conclusion

Discussion

You have 4 holidays to choose from

Consumer decision rules


Heuristic - shortcut decision rules Compensatory weighted or score for each brand Non-compensatory Affect referral decision rule

Importance of Lifestyle (based on Trends)

Introduction

Article

Input

Process

Output

Conclusion

Output

Introduction

Article

Input

Process

Output

Conclusion

Conclusion

Introduction

Article

Input

Process

Output

Conclusion

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