Marketing Ch.2 task 9: Consumer decision making

Marketing Ch.2 task 9: Consumer decision making

1. *** Theory of cognitive dissonance

   • predictions to vanity sizing?
     • requiring a larger size --> reduced appearance self-esteem, but compensatory consumption of other (non-sized) products.
   • We're motivated to re-evaluate our opinions when they are different than before
   • 'The difference in evaluations'

2. What influences consumer decision making?

   • It's an emotional activity
   • a variety of memorization processes
     • recognition and recall
     • importance of context
     • form of object coding and storage
     • load processing effects
     • input mode effects
     • repetition effects

3. How does the consumer process look like? Different stages?

   • The Consumer Proposition Acquisition Process
     • 1. Motive Development
       • becoming aware of the problem
     • 2. Information Gathering
       • search for a solution
         • internal: we consider what we already know about the problem
         • external: we don't know enough about our problem so we seek advice
     • 3. Proposition Evaluation
       • rank various offerings
     • 4.Proposition Selection
       • choose the offer that fits our needs best
     • 5. Acquisition/Purchase
     • 6. Re-evaluation
       • theory of cognitive dissonance ***

4. What would be the effect of reversed vanity sizing?

   • Would it differ between genders?
     • appearance self-esteem threats have different effects than threats to other aspects of a woman's self-esteem
     • females are more sensitive for vanity sizing

5. Theories of human learning

   • 1.Theory of classical conditioning
     • predictions to vanity sizing?
       • Smaller size & being thin --> buy clothes
       • larger size than expected & being fat
         • buy other non-sized products to restore appearance self-esteem
     • associating one thing with another
       • Dog case: sound of bell & arrival of food
       • Bakery case: smell of bread & eating
   • 2.Operant conditioning
   • 3.Social learning