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Fenster schliessen

The Process of Consumer Decision Making

Decision Making Process

Problem Recognition -> Information Search -> Alternative Evaluation -> Purchase Decision -> Postpurchase Evaluation

Psychological Mechanisms

Motivation -> Perception -> Attitude Formation -> Integration -> Learning

Fenster schliessen

Sources of Problem Recognition

 Out of stock

 Dissatisfaction

 New need

 Related products

 New products

 Marketer-induced

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Maslows Hierachy of Needs

Selfactualization needs (selfdevelopment and realization)

Esteem needs (self-esteem, recognition, status)

Social needs (sense of belonging, love)

Safety needs (security, protection)

Physiological needs (hunger, thirst)

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General Need Theory


Social: Modeling, Support

Nonsocial: Safety, Order, Physical well being


Social: Status, Affiliation, Belonging, Achievement

Nonsocial: Self-determination, Individuality


Social: Reinforcment, Relationship, Sex

Nonsocial: Sensory stimulation, cognitive stimulation, novelty

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Cosumer Needs...

..are dynamic

..exist in hierarchy

..internally or externally aroused

..can conflict

 Approach-Avoidance

 Approach-Approach

 Avoidance-Avoidance

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What is Motivation ?

..an inner state of arousal that provides energy needed to achieve a goal.

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Motivation driven by...

Fundamental Drivers: Affect, Physiological Drivers

Cognitive Process: Goal Orientation, Alternative Actions

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Outcomes of Motivation

 High effort behavior

 High-effort information processing and decision making

 Motivated reasoning

 Felt involvement

 Enduring

 Situational

 Cognitive

 Affective

 Response