MARK2051 Study Guide - Final Guide: Gestalt Psychology, Cognitive Dissonance, Drive Theory
Consumer Behaviour Model Summary Notes:
1. It is crucial for the marketing team to understand consumer behaviour
in order to understand the psychological and sociological antecedents
of the decision process and to predict consumer responses.
2. The above model aims to assist in achieving this understanding, so
that the BRAND is able to design an effective marketing strategy and
develop a sustainable competitive advantage that provides unique,
difficult to imitate utility to consumers.
PROBLEM RECOGNITION:
1. When consumers consciously recognise that there is a difference
between the actual state and desired state (i.e. consumer goal), a
need state is created.
2. This need state has the ability to create tension in the form of
physiological and psychological discomfort, which requires action
(purchase of brand product) to eliminate it, and for the consumer to
return to a state of homeostasis.
3. However, the consumer will only engage in action if the discrepancy
between the desired and actual state is large enough.
4. As a marketer, we are able to introduce a new, external marketing
stimulus that is able to create a desired state (a consumer goal), or
alter the perception of an actual state.
5. This will act as a catalyst towards creating, or directing awareness
toward a need state and thus, jumpstarting the problem recognition
process.
STIMULUS PERCEPTION:
1. After introducing a stimulus, a consumer must go through the
perceptual process to translate the sensory sensations into
information.
2. There are a number of moderating variables during each stage of the
perceptual process that can be influenced by marketers.
3. In the initial exposure stage when the stimulus comes into range of the
consumer’s sensory receptors, the key factor that a marketer can
influence is the stimuli available in the environment by --.
4. Next, as attention is limited, the ability for a consumer to concentrate
awareness on some stimuli to the exclusion of others is dependent on
the consumer’s goals, motivation and memory, the stimulus’ salience
in the context of the shopping situation.
