cognitive model of decision-making

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.


The Consumer Behavior final paper


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