The author of the essay "How relevant is the rational model of consumer decision-making to marketers today?" begins with the short introduction of the rational model notion. The rational decision-making model would tend to assume that consumer characteristics are universal, meaning that buyers of products and services generally share the same set of homogeneous cognitive thinking traits by which decision-making is a practical and sensible process. For instance, a consumer opens a refrigerator, witnesses a lack of a favorite beverage and then sets about exploring options to fulfill this need. The vast volumes of marketing literature that have conducted studies on consumption behavior would tend to strongly refute this notion. In most East Asian countries, cultures are collectivist in which group opinion and group membership are substantial social values. Shukla (2010) reports that Asian consumers have recurring tendency to consume products that can enhance their social position or gain some sort of psychological fulfillment when important reference groups applaud their product decision-making, a phenomenon known as conspicuous consumption. The energy drink, Red Bull, for instance, may be more socially acceptable in a group that is familiar with the brand name and trust in its quality over that of a lesser-known juice brand. To choose another beverage brand and then present it to the collectivist reference group could lead to social chastisement or some other dimension of criticism that would influence future repurchases. In this type of social scenario, based on collectivist values, there would be no evaluation of alternatives since the consumer has considerable experience with negative emotions stemming from the reference group opinions and would not want to repeat this social situation again. This would certainly have implications for both Red Bull and for the lesser-known beverage brand. Schiffman and Kanuk (2010) also recognise that cultural values have influence on consumption behaviour and even maintain a persuasion about which brands a consumer is most dedicated to. These researchers indicate that the volume of purchases a consumer maintains toward a favourite brand is influenced by how it assists in expressing social affiliation and status. Husik and Cicic (2009) call this status consumption, which is attempting to gain psychological satisfaction by exposing others in the social environment to the choice of product or service consumed. To further lend support for the influence of the cultural or social environment by suggesting an even more complicated and dynamic set of psychological characteristics that influence purchase decision-making behaviour. According to the research, people have an inherent desire to make comparisons to themselves and others in the social environment and generally want to believe they are better than everyone else (Durayappah 2010). When witnessing members of society in less-privileged life situations, it can even enhance the individual’
The author of this descriptive essay mainly focuses on the discussion of the topic of the rational model of consumer decision-making and analyzes how relevant it is to the marketers today. At the end of the paper, the author comes to the interesting conclusions and gives his recommendations…
The main aim of research is to provide an inclusive description about different models and theories of consumer behavior in context of generating positive attitudes related to some particular products or brands. Models and theories are selected which have a core relationship between consumer behavior and marketing strategies.
In today’s fast-paced and technologically driven world, online shopping has turned into a norm. Even though the decision-making process for consumers is more or less the same, online marketers need to re-think their online marketing strategy. This purchasing process progresses in five stages, namely: recognizing needs, searching of information, evaluating alternatives, purchasing decision and post-purchasing behavior.
Doris Carnevali’s model of clinical judgment and decision making postulates that an integration of critical thinking is important for effective diagnostic reasoning (Carnevali, 2003, p. 45). The diagnostic role of a nurse is the assessment and evaluation of the patient’s condition and application of theory and practice in prescribing the most effective nursing intervention and therapy for the health condition.
Rational decision creation representation is referred to a controlled and chronological strategy for resolution making which is intended towards attaining precise solutions to well-defined problems making use of defined methods.
Encoding involves the receipt of information which is then processed or combined with other stimuli. Storage is the creation of a permanent record of information that has been encoded. Retrieval is the process of recalling information that has been processed in response to a particular cue or stimulus.
They advise us that commitment is what brands seek to establish with consumers as it represents what they feel about a company, as opposed to loyalty, which they describe as what consumers do (Hofmeyr and Rice, 2000, p. 3). In order to gain a level of commitment from consumers, a brand must establish some sort of relationship as well as image that transmits and provides them with a reason or reasons to act upon that foundation.
Notably, there are individual factors such as perceptions along with motivational aspects, learning behaviours, values, personality traits, self concepts as well as lifestyles. The social factors influencing
the firm stated that it is specifically interested in presenting a more “green” and sustainable image to the customer while being mindful of the environmental impact that product packaging has once utilized and discarded. The firm further noted that although redesigning the
The consumer decision making process can be described as the several steps taken with regard to psychological determination of a final result according to the results obtained at each particular stage. By interviewing an individual
Based on the difference in religion, the decisions of the parents are recognized to be different from each other related to the treatment of the child because the mother is a Christian Scientist and insisted that the child should be provided with treatment.
4 pages (1000 words)Essay
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