9. Needs are Automatic and Required!
Wants are learned Manifestations of our needs!
Needs are aroused via three routes
Physiological
Emotional
Cognitive
20. Cognitive Dissonance Theory
Post-purchase dissonance is especially likely when the decision:
1) Is important
2) Involves giving up positive features of a rejected alternative or
accepting negative features of a chosen alternative
3) Involves alternatives that are similar in terms of overall desirability
21.
22. Mood-as-Information Model
Mood is often treated like any other piece of information and
is integrated along with other information when consumers
form an overall evaluation of a product.
23. Affect Confirmation Model
Affect or Mood can influence how
consumers use product attribute information.
Instead of a direct input for judgment,
as the mood-as-information model suggests
mood can alter the weighting of product
attribute information.
27. Excitation Transfer Theory
1- Arousal is non-specific with respect to emotion (i.e., arousal intensifies both positive
and negative emotions)
2- People are insensitive to small changes in arousal
3- People often look for a single cause for their arousal, even when there are multiple
causes
4- Physiological arousal dissipates at a slower rate than perceived arousal