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1. Information processing model (Bettman, 1970) explains how people make purchase decisions by imagining consumers as problem-solvers

   • 1)Problem recognition (a problem may arise when your 'standard of comprehension' has altered and you are no longer in your desired state as it has changed (need), or if youractual state doesn't change but your desired one does then it becomes a WANT.)
     • 2)Information search (can be internal eg I need a coffee, I wonder where the nearest cafe is, shows importance of brands, or external eg non comparable categories such as apples or bananas which involves asking or copying others.)
       • 3)Alterative evaluation (can be non-compensatory eg phone with camera but no wifi so pointless or compensatory eg don't mind trade-off, anchoring can help this because when people are given a number they tend to use it for future judgements but this can be unethical, as found in Asda scandal for pretending to increase RRP prices to make product look more of a bargain (Soloman et al,2013)
         • 4) Acquisition (buying) discounts can further encourage this stage
           • 5)Post-purchase evaluation (as people usually only see advantages for their trade-offs
             • EG Coca Cola holds a huge advertising campain throughout the year not to gain sales but to retain them

2. Ajzen (1991) came up with the theory of planned behaviour which tells us that people do not act on the basis of what is said but rather who said it, ie what marketers say isn't important but how consumers perceive it is. (links belief with behaviour) no alternatives though.

3. Solomon et al (2013) on perception and attitudes: 'sensation is the immediate response, perception is how we interpret this data

   • EG Coca Cola created a song for the 2010 would cup and everyone was walking advertisements when singing it
     • EG Apple let people FEEL their products
   • EG when brands copy another brand it creates value through 'stimulus genralisation' by aiming to copy the perception

4. Solomon et al's (2013) types of involvement decisions

   • Standard learning hierarchy: (think feel do) happens if decision is important to the customer, creates brand loyalty, approach product decision as a problem solving process
     • Low involvement hierarchy (do feel think)not a strong preference of one brand over another,comes from behavioural learning, customers are not motivated enough to process new information which could influence decision
       • Experiental hierarchy (feel think do) acts on emotional reactions, influenced by attributes such as product design,eg sharing birthday with sales person will increase chances of your purchasing it

5. Holbrook (1982) 'Consumer behaviour theory has changed from classical decision theory to irrational buying needs'

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