Consumer behavior - Information processing

Consumer behavior - Information processing

1. Compares the TRADITIONAL information processing perspective with an EXPERIENTIAL view that focuses on the symbolic, emotional, hedonic and aesthetic aspects of consumption. The experiential perspective views consumption as directed towards obtaining pleaure, fantasy, feelings and fun (Holbrook & Hirschman, 1982).

2. A scale to measure UTILITARIAN and HEDONIC shopping values is developed and validated. The utilitarian value of shopping is task-oriented, deliberate and reflects a shoping "as work" mentality. Hedonic value results more from fun and pleasure and reflects shopping's potential to entertain and provide emotional experience (Babin, Darden, & Griffin, 1994).

3. Explore how consumer decision making is influenced by AFFECT and COGNITION. When processing resources are low, affect has a greater impact on choice than cognitions and consumers chose the more affective product (cake). When processing resources are high cognitions have a bigger impact on choice and consumers chose the option that is more cognitive (fruit salad). The effect is moderated by presentation mode and impulsivity (Shiv & Fedorikhin, 1999).

4. Under the CENTRAL ROUTE attitude change results from careful consideration of information perceived to be central to the issue. Under the PERIPHERAL ROUTE, attitude changes because the object is associated with positive or negative cues or the person makes inferences based on simple cues of the context. Argument quality had a greater effect on attitudes under high involvement, but product endorser had a greater effect under low involvement, showing there are two routes to persuasion (Petty, Cacioppo, & Schumann, 1983).

   • Elaboration Likelihood model (ELM) Petty & Cacciopo, 1981

5. Learning by analogy involves the use of a familiar domain (base) to understand a new domain (target). Analogical learning process: access-mapping-transfer-schema (Gregan-Paxton & Roedder John, 1997).

6. Consumers have two processes to learn brand associations. Consumers use human associative models when the focus is not on prediction and consumers are not motivated to learn the association. This is backward looking process. The more a brand co-occurs with a benefit the stronger the link. Learning of one associating is independent from others (cue independent). When the focus is on benefit prediction, consumers use adaptive learning. Associations are updated and evolve as product cues interact to predict performance (cue interdependent). The process is forward looking and occurs when consumers are motivated to learn to predict the benefit (Van Osselaer & Janiszewski, 2001).

7. Consumer judgement is based on incomplete or limited knowledge. A wide variety of cues (attributes, heuristics, experiences, feelings, arguments, etc.) and processes are used to go beyond the information provided. A 2 (induction, deduction) x 2 (stimulus-based, memory-based) x 2 (singular, comparative) framework suggests there are 8 different types of inference that consumers may form ( Kardes, Posavac, & Cronley, 2004)

8. Extends the expectations disconfirmation model (Oliver, 1980) by considering the impact of desires on satisfaction and the role of information satisfaction (satisfaction with marketing communications). Expectations, desires and performance influence expectation congruency and desire congruency (expectation and desire disconfirmation) which in turn have an impact on attribute satisfaction and information satisfaction, which then influence overall satisfaction (Spreng, McKenzie, & Olshavsky, 1996).

9. Information processing theory (Bettman, 1979); Heuristic-systematic model (HSM): Chaiken, 1980; Accesibility-diagnosticity theory (Feldman & Lynch, 1988)