Consumer decision making is a complex process influenced by various factors. In the field of consumer behavior, researchers have explored different perspectives to better understand how consumers make decisions. The study “Perspectives on Consumer Decision Making: An Integrated Approach” by Torben Hansen, published in the Journal of Consumer Behaviour in 2005, presents a framework that integrates multiple perspectives on consumer decision making and examines the relationships between key constructs. This article aims to simplify and explain the findings of the research, highlighting the implications for consumer behavior in 2023.

What are the different perspectives on consumer decision making?

According to the research, several perspectives on consumer decision making have been considered in the consumer behavior literature. These perspectives include the ‘value perspective,’ the ‘information processing perspective,’ the ’emotional perspective,’ and ‘cue utilization theory.’

The value perspective emphasizes that consumers evaluate products or services based on their perceived value, which includes both functional and psychological aspects. For example, a consumer might choose a smartphone that offers advanced features and provides a sense of status.

The information processing perspective focuses on how consumers gather, interpret, and use information during the decision-making process. Consumers engage in cognitive activities, such as searching for product information, comparing alternatives, and evaluating pros and cons.

The emotional perspective recognizes the role of emotions in consumer decision making. Emotions can influence consumers’ perception, evaluation, and ultimately, their choices. For instance, a consumer may choose a particular brand of chocolate because it evokes feelings of pleasure and indulgence.

The cue utilization theory suggests that consumers pay attention to specific cues or stimuli when making decisions. These cues can be internal (e.g., personal preferences) or external (e.g., product packaging or advertising). Consumers rely on these cues to simplify decision making and reduce cognitive effort.

How do cognitive and affective skills affect each other in consumer decision making?

Contrary to the assumption that cognitive and affective skills function independently, the research findings indicate that these skills can affect each other during consumer decision making. Cognitive skills refer to the mental processes involved in information processing, reasoning, and judgment. On the other hand, affective skills relate to emotions and feelings.

In the integrated approach, cognitive and affective skills interact and influence each other. For instance, the way a consumer perceives and evaluates a product (cognitive skill) can evoke emotions that further shape their decision-making process (affective skill). Similarly, a consumer’s emotional state can influence their cognitive evaluation and reasoning.

This interaction between cognitive and affective skills highlights the importance of considering both rational and emotional factors in understanding consumer behavior. Consumers do not make decisions solely based on logical reasoning; their emotions can play a significant role in shaping their choices. This insight is especially relevant in 2023, as brands increasingly emphasize emotional connections in their marketing strategies.

What are the direct effects of cognitive and evaluative constructs on buying intention?

The research findings shed light on the direct effects of cognitive and evaluative constructs on buying intention. Cognitive and evaluative constructs refer to the mental processes and evaluations consumers engage in during decision making.

Firstly, the research demonstrates that the cognitive, evaluative constructs of quality and attitude significantly influence buying intention. Quality perception and attitude towards a product play a crucial role in shaping consumers’ willingness to purchase. For example, if a consumer believes a product is of high quality and holds a positive attitude towards it, they are more likely to consider buying it.

Secondly, the study reveals that the affective construct of emotion does not have a significant direct effect on buying intention. This finding suggests that emotions alone might not lead to immediate purchase decisions. However, the study does not diminish the importance of emotions in shaping overall consumer behavior. Emotions can indirectly influence buying intention through their impact on cognitive evaluations and attitudes.

Understanding the direct effects of cognitive and evaluative constructs provides valuable insights for marketers and businesses. By focusing on enhancing product quality and shaping positive consumer attitudes, companies can increase their chances of driving buying intention in the consumer marketplace. In 2023, these findings remain applicable as brands strive to create favorable perceptions and attitudes to influence consumer decisions.

How does price affect buying intention?

The research findings illustrate the role of price in consumer decision making and its impact on buying intention. Price can influence consumers’ perceptions, attitudes, and ultimately, their likelihood of purchasing a product.

In both experiments conducted in the study, price affected perceived quality. When consumers perceive a product to have a higher price, they tend to associate it with better quality. This association between price and quality influences consumer attitudes towards the product. For example, consumers may believe that a luxury brand’s higher price reflects superior quality and prestige.

Furthermore, the study emphasizes that price has no direct effect on buying intention. Instead, the effect of price on buying intention operates indirectly through its influence on perceived quality and subsequent attitude formation. In other words, consumers’ willingness to buy is not solely driven by price considerations but is mediated by their perception of quality and resulting attitudes.

Considering the implications in 2023, businesses and marketers need to carefully manage price perceptions to shape consumer attitudes and buying intention. While price can signal quality, it is crucial to offer products that align with consumers’ expectations and maintain a balance between perceived value and affordability.

Implications of the research

This research paper offers valuable insights into the complexity of consumer decision making and highlights the interplay between cognitive, evaluative, and affective factors. Here are the key implications for consumer behavior in 2023:

  1. Emphasizing emotional connections: Marketers should recognize the role of emotions in consumer decision making and craft strategies that evoke positive emotions, enhancing the overall consumer experience. Emotional branding and storytelling can create a deeper connection between the brand and consumers.
  2. Optimizing cognitive evaluations: Businesses need to focus on providing accurate and relevant information about their products, allowing consumers to make informed decisions. Clear communication, product demonstrations, and customer reviews play a crucial role in shaping cognitive evaluations.
  3. Managing price-quality perceptions: Companies should carefully align their pricing strategies with consumers’ perception of quality. Balancing perceived value and affordability is essential to maintain positive attitudes and increase buying intention.
  4. Integrating multiple perspectives: Taking an integrated approach to consumer decision making can provide a more comprehensive understanding of the factors influencing consumers’ choices. Businesses should consider the value perspective, information processing perspective, emotional perspective, and cue utilization theory to develop effective marketing strategies.

The research by Torben Hansen contributes to the understanding of consumer decision making by integrating various perspectives and examining their relationships. It highlights the importance of considering both cognitive and affective factors in understanding consumers’ choices. These insights remain relevant in 2023 and can guide businesses in formulating effective marketing strategies that resonate with consumers’ needs and desires.

“Consumers do not make decisions solely based on logical reasoning; their emotions can play a significant role in shaping their choices.”

Source: Perspectives on consumer decision making: an integrated approach – Hansen – 2005