consumer decision-making

Consumers behavior

Part A

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

Part B

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.

Part C

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.