This paper discusses the effect of cognitive dissonance on purchase decisions.
Written in 2008; 2,169 words; 13 sources; APA; $ 67.95
Paper Summary:
In this article, the writer notes that marketers need to understand the role of involvement and habit, information processing and the concept of life values in consumer behavior, as well as cultural determinants. The behavioral sciences such as sociology and psychology are paramount in achieving this goal. The writer points out that consumers' demand for an exciting variety of new products puts ceaseless strain on companies to constantly try to understand consumer behavior. The writer explains that marketing products thus becomes pointless if the marketers are unaware of the consumers' needs and wants. The writer maintains that without the knowledge of the varying areas of behavioral sciences it would be difficult for marketers to identify the characteristics of their consumers and they would be unable to achieve maximum sales and product potential.
Outline:
Introduction
Elements of the Decision-Making Process
Example of Cognitive Dissonance
Characteristics and Effects of Cognitive Dissonance
How to Use Process to Drive Buyer's Actions
Customer Satisfaction and Purchasing Behavior
Expectation Disconfirmation Theory
Conclusion
From the Paper:
"There are five elements of consumer behavior that lead to a purchasing decision. The first element is problem recognition; the consumer comprehends a need, difference between a perfect and a genuine situation. The situation can be as simple as seeing there is no bread left. Second information search, the consumer is looking for value. This is where clarification of options is revealed to the consumer and many involve internal and external search. Next is assessment of other possibilities. What standards will be used and what is the perceived value in making the purchasing decision. Fourth is the decision to purchase. This involves when, to buy, who to buy from, or if to buy at all. When to buy will come from influences like store atmosphere, time, is there a sale happening, and the shopping experience. Who to buy from will depend on the terms of the sale, past experience with the seller, and the return policy. If all the factors do not fit what the consumer is looking for the consumer may and will chose not to buy. Fifth is post-purchase behavior. Once the consumer makes the decision to purchase, he or she will compare the likelihood the buying decision meant expectations, this will leave the buyer either satisfied or dissatisfied."
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