Consumer Behavior

Paper Summary:

This essay discusses the consumer decision making process with reference to psychological factors (consumer?s needs, values, motives and perceptions). The author describes high and low involvement decision making, emphasizing their role in consumer behavior. The author goes further and provides marketing strategies and examples to illustrate the influence of high and low involvement decision-making.

From the Paper:

? Consumer decision making consists of numerous interrelated decisions that are made on a daily basis, and thus requires a certain level of involvement, theorized as either high involvement or low involvement (Walters & Bergiel, 1989). This essay discusses their role in consumer behavior, referring to factors, consequences and strategies. Decision making is a psychological process that involves evaluating alternatives and then choosing a particular one. An important material of decision making is information, which must be procured, sensed and conveyed to those who need it (Cooper, 1964). Many decisions are concerned with choices about preferences, which can be made using a variety of strategies (Weiten, 1995). An additive strategy is the list of attributes that influence decision, rated according to desirability. For example, buying a small car because of its lower cost and better mileage, even though a larger car is safer, thus one compensates safety ratings. Another strategy called elimination-by ?aspects, involves eliminating less attractive choices. Thus one would eliminate all cars that cost more than $50 00 and continue to reject choices that don't satisfy minimum criterion on selected attributes, until a single alternative remains (Weiten, 1995). These psychological strategies will be elaborated on at a later point in the essay."

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