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Wenxin I6083043 Constantin I6036573 Arnaud I6078310 Britt I6022916 Consumer Behaviour TEAM 1 11-2-2014
8/12/2019 Consumer Decision Making Final
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Wenxin I6083043
Constantin I6036573
Arnaud I6078310
Britt I6022916
Consumer Behaviour TEAM 1
11-2-2014
8/12/2019 Consumer Decision Making Final
http://slidepdf.com/reader/full/consumer-decision-making-final 2/17
Introduction
What is decision making ?
Article Shiv & Fiedorikhin (1999)
Input
Process
Output
Conclusion
Agenda
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How can consumer
decision-making beinfluenced ?
Purpose Statement
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Introduction
What is a decision ?
Selection of opinion between alternatives
Influenced by different parametersInternal / External
Introduction Article Input Process Output Conclusion
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Economical Passive Emotional Cognitive
EXAMPLE EXAMPLE EXAMPLE EXAMPLE
Introduction Article Input Process Output Conclusion
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Economical Passive Emotional Cognitive
Rational economicsense
Impulsive/Irrational
Rational/ Irrational/Impulsive
Rational
Aware of allalternatives
Submissive topromotionalefforts
Influenced by feelings /emotions
Receptive / Active
Perfect information Customers asobjects of
manipulation
Consumer Moods Using heuristics
Rank alternatives &Identify bestalternative
Influenced by externalparameters (music,lights…)
Decision processor /Rules
EXAMPLE EXAMPLE EXAMPLE EXAMPLE
Fixed budget, allresources availableto accessinformation
Tourist marketwhere you don’thave any sourcesof informationbeforehand
Pass an exam, feelinghappy & buyingsomething “I deserve it”
Going to severalshops to researchon cameras/ newitems e.g. smartwatches
Introduction Article Input Process Output Conclusion
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Cognitive Affective
Controlled Automatic
No constrainedresources
Constrainedresources
Rational Emotional
Presentation
mode
Consumer
impulsiveness
Real Impulsive
Symbolic (e.g.photographs)
Prudent
H1 & H2
Introduction Article Input Process Output Conclusion
Article
Shiv & Fiedorikhin (1999) : Heart and Mind in Conflict :The Interplay of affect and cognition in consumer decision making
Article
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H1 : The effect of restricted processing resources onthe choice of an affect-laden alternative will bemoderated by the presentation mode, with the effectbeing greater when the presentation is real thanwhen it is symbolic.
H2: The effect of restricted processing resources onthe choice of an affect-laden alternative will bemoderated by consumer impulsivity, the effect beinggreater with increased levels of consumer impulsivity.
Article
Introduction Article Input Process Output Conclusion
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High affective – constrained resources
High cognitive – non-constrained resources
Real presentation mode & constrainedresources – affective decision
Symbolic presentation mode & non-constrained resources – cognitive decision
Article - Conclusion
Introduction Article Input Process Output Conclusion
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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
Input
Introduction Article Input Process Output Conclusion
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Inputs
Introduction Article Input Process Output Conclusion
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Process
Introduction Article Input Process Output Conclusion
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You have 4 holidays to choose from
Discussion
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Heuristic - shortcut decision rules
Compensatory – weighted or score for each brand
Non-compensatory –
Affect referral decision rule
Importance of Lifestyle (based on Trends)
Consumer decision rules
Introduction Article Input Process Output Conclusion
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Output
Introduction Article Input Process Output Conclusion
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Conclusion
Introduction Article Input Process Output Conclusion
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