Describe Each Of The Three Major Decision-Making Perspective
Describe Each Of The Three Major Decision Making Perspectives2 Wh
1. Describe each of the three major decision-making perspectives. 2. What role does product categorization play in the alternative evaluation process? 3. What is the definition of dissatisfaction? Is it likely to cause a drastic reaction by a consumer? Explain by using a situation in which some emotion other than satisfaction motivated your behavior following a purchase. 150 words per question Babin, B. J., & Harris, E. G. (2023). CB Consumer Behaviour . Cengage Canada.
Paper For Above instruction
The three major decision-making perspectives—economic, psychological, and cognitive—offer distinct frameworks for understanding consumer behavior. The economic perspective views decision-making as a rational process driven by utility maximization, where consumers weigh costs and benefits to make optimal choices. It emphasizes logical evaluation and assumptions of rationality in choices (Babin & Harris, 2023). The psychological perspective focuses on internal factors such as motivations, emotions, and perceptions influencing decisions. It suggests that emotional responses can heavily sway consumer choices, often overriding rational considerations (Babin & Harris, 2023). The cognitive perspective considers decision-making as a problem-solving activity involving information processing, comparison, and judgment. Consumers actively analyze options, gather information, and deliberate before reaching a conclusion (Babin & Harris, 2023). Collectively, these perspectives provide a comprehensive understanding of consumer behavior, highlighting different influences shaping decision processes.
Product categorization plays a crucial role in the alternative evaluation process by structuring how consumers interpret and compare options. When consumers categorize products into familiar groups—such as "luxury brands" or "everyday essentials"—they simplify decision making by narrowing the range of options and applying relevant criteria within each category (Babin & Harris, 2023). Categorization helps consumers set expectations, establish reference points, and facilitate quicker comparisons based on known attributes. For example, when evaluating smartphones, a consumer may filter choices within the "premium" category to compare features, prices, and brand reputation. This process reduces cognitive load and enhances confidence in selecting a product aligned with their needs. Additionally, product categorization influences perceptions, affecting how consumers perceive quality and value, which ultimately impacts their decision-making efficiency and satisfaction (Babin & Harris, 2023).
Dissatisfaction refers to the negative emotional response resulting from a product or service not meeting consumer expectations. It emerges when consumers perceive a gap between their anticipated and actual experiences, leading to feelings of disappointment or frustration (Babin & Harris, 2023). Dissatisfaction can trigger various responses, from seeking remedies such as returns or refunds to negative word-of-mouth or switching brands. While it often prompts decisive actions, the intensity of the reaction depends on the individual and context. For instance, a consumer who experiences dissatisfaction with a high-value item like a luxury watch may react drastically due to the emotional investment involved, possibly leading to complaints or negative reviews. Conversely, an emotional response other than dissatisfaction, such as relief or happiness, can motivate certain behaviors like sharing positive experiences or advocating for the brand. Thus, emotional reactions profoundly influence post-purchase behavior and brand loyalty (Babin & Harris, 2023).
References
- Babin, B. J., & Harris, E. G. (2023). CB Consumer Behaviour. Cengage Canada.