L6: Consumer Psychology and Decision Making

Motivation

biological, emotional, social and cognitive forces compelling individuals to act

Attitudes

expressions of inner feelings reflecting whether a person is favourably or unfavourably predisposed

transferable, consistent, contextual

theory of planned behaviour

behaviours are determined by intentions which are determined by attitudes, subjective norms and PBC

types of groups

membership, formal, informal, aspirational, disassociative

Engel-kollat blackwell model of consumer behaviour

5 stages: problem recognition, information search, evaluating alternatives, product choice, post-purchase outcomes

IKEA effect

we attribute higher value to products when we contribute to the labour

only for complete products/certain items like food and furniture

zero price effect

builds reliance, we ignore time and environmental costs, attracts more users

disposing

now becoming part of brand identities and corporate responsibility