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¶ … Consumer Behavior Models:
Decision making model, Maslow's hierarchy of needs, Freudian Theory, Non- Freudian theory, trait theory, learning process models
Do consumers mainly use logical or emotional thinking when making decisions? This is the essential problem with which all marketers must grapple. Some models of consumer behavior, such as the seven-step decision model, suggest that consumers make decisions very logically, carefully weighing the pros and cons. Others suggest that when consumers make decisions about purchases, they do so in an instinctual fashion, based upon emotions.
The seven-step decision model suggests that people make decisions by first identifying the exact nature of the decision (like buying a new pair of sneakers); assessing personal priorities (such as fashion vs. functionality); identifying their options (Nike vs. New Balance); gathering information and data (talking to someone at a running store or simply talking to their friends); evaluating their options; selecting the best option; and then implementing the decision (making the purchase). Of course, one problem with the seven-step method is that...
Freud suggests that the past can exert a very potent pull upon individuals. The desire to seem sexually attractive, for example, can cause a woman to buy makeup she can ill-afford because she desperately wants to look beautiful, due to unresolved childhood traumas. While Freud viewed childhood conflict as the most critical aspect of human motivation, other analysts of consumer behavior have taken a broader view of the emotional impact upon buying decisions. The simple desire to be like everyone else, for example, can cause an advertisement to resonate with an individual.
Of course, the most obvious protest to Freudian and non-Freudian analysis of buying behavior is that not every consumer is motivated by the same types of appeals. Some consumers are persuaded by highly impressionistic advertising campaigns that use ambiance…
References
How to use the 7 step decision-making model. (2011). Decision making confidence. Retrieved March 26, 2011 at http://www.decision-making-confidence.com/7-step-decision-making-model.html
Jean, E. (1999). Cognitive dissonance theory. Meta-Discourses. Retrieved March 26, 2011 at http://www.colorado.edu/communication/meta-discourses/Papers/App_Papers/Jean.htm
Maslow's hierarchy of needs. (2010). Honolulu College. Teacher's Guidebook.
Retrieved March 26, 2011 at http://honolulu.hawaii.edu/intranet/committees/FacDevCom/guidebk/teachtip/maslow.htm
Consumer Behavior - Analysis of Coca-Cola Consumer Behavior - Analysis of a Product or Service The objectives of this report are to discuss what consumer behavior is, why consumer behavior is vital, and how consumer behavior is influenced by the needs, goals, and motivations of the consumer. The purchase and use of a product by the Coca-Cola Company will provide support for this report. The consumer behavior of consumers of soft drinks
consumer behavior models: decision making model, Maslow's hierarchy, Freudian Theory, Non- Freudian theory, Trait theory, learning process. Reflect individually on how your understanding and interpretation of the consumer decision-making process might influence your thinking when applying marketing principles in future business roles. According to Maslow's hierarchy of needs, all human beings are driven to fulfill certain needs and desires, but some needs are perceived as having priority over other needs. Until
Consumer Behavior Consumer Needs and Marketing Efforts Consumer Needs A need is defined as "a state of felt deprivation in a person" (Kotler, Chandler, Gibbs, & McColl 1999, p. 4). The most basic human needs are those for food, clothing, warmth, and safety. There are also needs that are more psychological, such as the need to feel loved, to feel successful, or to feel a sense of belonging. A more thorough explanation of
Support for global phones Medium to High. Social events are pervasive during skiing season Medium to High; on Tours there is much planned out and taken care of; a chance to enjoy the sites and visit historic places High for shopaholics; boring for anyone who doesn't enjoy this type of activity Cost From $2,000 to over $10,000 per person Less than $100 for camping out in a tent to over $2,000 for a cabin rental From
Decision Making Ethics is a philosophical term derived from the Greek word "ethos," meaning character or custom (Sims, 1994, p. 16). Ethics, therefore, is not just an ethereal concept belonging to the domain of philosophers and theologists, but a universal phenomenon that pervades the very functioning of individuals and society. Indeed, ethics can be said to be the guiding set of principles, based on which individual character, social and organizational custom
As it has been mentioned throughout the previous sections, the literature review represents the research conducted through secondary sources. The information is divided into six distinct sub-sections as follows: 2.1. Consumer behaviour 2.2. Maslow's hierarchy of needs 2.3. The product brand 2.4. Elements in the coffee purchase decision 2.5. The coffee industry and the coffee market in Thailand 2.6. The ability of advertising and marketing to stimulate coffee purchase 2.1. Consumer behaviour Customer behaviour can be understood