In the cognitive model of decision-making, which stems from rational perspective, the consumer carefully goes through a series of steps and integrates as much information as possible to arrive at a satisfactory decision (learned in Chapter 9, from the course text).
Describe the stages in consumer decision-making. Then, discuss how each of the following items impacts the process of decision-making. For each item, support your discussion with a personal example of purchasing a product or service:
- Learning and attitudes
- Motivation and values
- The power of self, lifestyle, and personality
Consumers experience a range of affective responses to products and marketing messages. Affective responses can be mild (evaluations), moderate (moods), or strong (emotions). Happiness is a mental state of well-being characterized by positive emotions. Refer to the article The Psychology of Happiness and address the following:
- Identify the relationship between happiness and the experience of meaning versus materials.
- Explain whether money brings happiness, when it brings happiness, and to what degree.
- Discuss two strategies that can increase our happiness.
Our behavior as consumers is also influenced by our culture and the subcultures we belong to. Refer back to the Marketing Pitfalls Section 14.6 (Chapter 14) when addressing the following:
- Identify a similar example of an unsuccessful market entry by a global product. Include a copy of the ad or example in your paper.
- Describe the reason why it failed as related to consumer behavior, culture, and subculture.
- Explain how you would more effectively market the global product in that country. Refer to at least two influential elements in consumer decision-making (learning, memory, perception, motivation, attitudes, lifestyle and values, groups, family, social media, income and social class) that would help you market that global product in that region more successfully.
- Must be 4 to 5 double-spaced pages in length (not including title and references pages) and formatted according to APA Style (Links to an external site.) as outlined in the Writing Center’s APA Formatting for Microsoft Word (Links to an external site.)
- Must include a separate title page with the following:
- Title of paper in bold font
- Space should appear between the title and the rest of the information on the title page.
- Student’s name
- Name of institution (University of Arizona Global Campus)
- Course name and number
- Instructor’s name
- Due date
- Title of paper in bold font
- Must utilize academic voice. See the Academic Voice (Links to an external site.) resource for additional guidance.
- Must include an introduction and conclusion paragraph. Your introduction paragraph needs to end with a clear thesis statement that indicates the purpose of your paper.
- For assistance on writing Introductions & Conclusions (Links to an external site.) and Writing a Thesis Statement (Links to an external site.), refer to the Writing Center resources.
- Must use at least three scholarly or credible sources in addition to the course text.
- The Scholarly, Peer-Reviewed, and Other Credible Sources (Links to an external site.) table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source.
- To assist you in completing the research required for this assignment, view Quick and Easy Library Research (Links to an external site.) tutorial, which introduces the University of Arizona Global Campus Library and the research process, and provides some library search tips.
- Must document any information used from sources in APA Style as outlined in the Writing Center’s APA: Citing Within Your Paper (Links to an external site.)
- Must include a separate references page that is formatted according to APA Style as outlined in the Writing Center. See the APA: Formatting Your References List (Links to an external site.) resource in the Writing Center for specifications.