Keywords: Cognitive dissonance, consumer behaviour, marketing, consumer dissonance, post purchase dissonance I. The cognitive approach to consumer behaviour perceives individuals as ‘information processors’ (Ribeaux and Poppleton, 1978) acknowledging the impact of environment and social experience in the processing of information. Good description of models and use of images. Consumer Behaviour Theory: Approaches and Models Consumer behaviour & consumer decision makingConsumer decision making has long been of interest to researchers. Overall a great blog – well done, A really interesting blog, detailing the various consumer behaviour models. Brehm provided the landmark study in 1956 on the effect of magnitude of dissonance arousal on attitude change. The consumer decision model also has a feedback option which could be useful for future searches. Kassaye Wandwossen, Tilburg University. May 2, 2016. According to Trait Theory, traits are considered as the basic factors which decide the response of people. The relevant evidence from three phases of consumer behavior is reviewed here: pre-decisional determinants of product preference, post-decisional determinants of product preference, and information seeking behavior. Kendra Cherry. INTRODUCTION For ages, dissonance in consumer behaviour has captured the imagination of the marketers the world over. Analysing Consumer behaviour with the cognitive approach is incredibly important for businesses to ensure their product or service remains relevent. It emphasizes the role of mental process rather than the repetition and association of rewards with the stimuli. Change ), You are commenting using your Facebook account. http://eprints.bournemouth.ac.uk/10107/1/Consumer_Behaviour_Theory_-_Approaches_%26_Models.pdf. Change ), A Cognitive approach to consumer behaviour, https://people.umass.edu/aizen/pdf/tpb.intervention.pdf>, http://eprints.bournemouth.ac.uk/10107/1/Consumer_Behaviour_Theory_-_Approaches_%26_Models.pdf, Humanistic Approach to Consumer Behaviour. Cognitive learning theory on the other hand discusses that learning takes place as a result of consumer thinking. Cognitive approach to consumer behaviour focuses on information processing capabilities of consumers (Schmitt, 2003). Analytical models are used to identify a huge range of factors and assess how these affect the decision made by the consumer, because of the scope available these models are usually referred to as the “grand models.” (Bray, 2008) By analysing the two analytical models, I think that the advantages are that the processes are clear and they allow plenty of scope to identify a wide range of factors that can influence purchasing decisions. Specifically, according to cognitive approach environment and social experiences provide individuals with abundant information to be processed, and the outcome of information processing results in individuals behaving in certain ways as consumers. Jeff Bray Consumer Behaviour Theory: Approaches and Models “consumer behaviour…… is the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires.” (Solomon,Bamossy et al. • Understand the nature of evidence about the relative effectiveness of theory-based interventions. In contrast to behavioural theories of learning, cognitive learning theory approaches stress the importance of internal mental processes. A consumer who has a balanced ID, Ego and Super Ego exhibits a balanced approach in all their decision pertaining to purchase of products. 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