Buyer Behavior

Buyer Behavior

1. Consumer Processing Model (CPM)

   • Rational, cognitive, systematic & reasoned
   • Stages
     • Exposure
       • Selective attention
         • Comprehension
           • Agreement
             • Retention in memory
               • Retrieval
                 • Consumer decision making
                   • Action
                   • Strategically evaluate
               • Short term memory
               • Long term memory
             • Is the message credible
               • Information appeal to the consumer
         • What message you focus on/gets your attention
           • Appeal to cognitive/hedonic needs
           • Novel stimuli
           • Intense stimuli
           • Motion
       • Come into contact with marketers message

2. Hedonic Experimential Model (HEM

   • Driven by emotions
   • In pursuit of fun, fantasies & feelings
   • Products are fun, feelings and realisation of fantasies
     • Communication is non verbal or evocative words
       • Generate images, fantasies, positive feelings and emotions