Cognitive Processing Flashcards
Cognitive Dissonance Theory
Consumers experiencing psychological discomfort when their actions contradict their beliefs and values and try to rationalize their actions (people may persuade themselves that purchase was needed after making one that goes against goal to save money)
Uses and Gratification Theory
How consumers seek out media and content to satisfy their needs and desires. Explains why they select certain information or platforms and how they utilize them to fulfill their needs (more in combination with parasocial relationships -> when gratification becomes motive for pursuing parasocial experiences)
Self-Perception Theory
People develop their attitudes by observing their own behavior and concluding what attitudes must have driven them -> people deduce their preferences based on previous purchases or behaviors
Heuristics-Systematic Model
Two processes for information: systematically (analysis) or heuristically (using mental shortcuts) > relying on cues like price or brand reputation, heuristically, careful message analysis, systematically
Regulatory Focus Theory
Consumers process information differently depending on either promotion (seeking gains) or prevention (avoiding losses)
Third-Person Perception Theory
People think persuasive messages have a greater impact on others than on themselves. Helps to explain why consumers tend to underestimate their own susceptibility to marketing tactics while overestimating the susceptibility of others
Expectation-Confirmation Theory
Explains consumer satisfaction by comparing pre-purchase expectations to post-purchase experiences (satisfaction (meeting or exceeding expectation) or dissatisfaction (falling short) leading to either brand loyalty or negative reviews/switching to competitors)
Stimulus-Response Model
Consumer behaviour triggered by external stimuli (advertisement) which provoke predictable response (purchase) -> cause and effect approach
Post-Purchase Behavior Model
Key focus is on satisfaction or dissatisfaction
Need for cognition
Individual’s tendency to engage in and enjoy effortful thinking. High NFC (cognizers) prefer detailed, thoughtful messaging, low NFC (cogmizers) swayed by simple cues like visuals and endorsements
Theory of Information Sharing
Focuses on why and how people share information with others (trust, personal benefits and reciprocity drive individuals to share product experiences, which also influences purchase decisions of others)
Dual Mediation Model
How advertising influences consumer attitudes towards brands. Ads impact brand attitudes both directly and indirectly. Combination of emotional and rational reactions can affect consumers purchase intentions
