Question

Compare and contrast between cognitive and emotional models of consumer

Answer 1

HEYA MATE
The economic model portrays consumers as making rational decisions. Clearly, this model is not characteristic of most consumption situations because consumers are rarely aware and knowledgeable of all the product alternatives in any given situation, and of all the features and benefits of the product offerings they can choose from. Thus, they are often unable to make rational decisions. In the study of consumer behaviour, the economic man model is often rejected as too idealistic and simplistic.(b)The passive model depicts the consumer as basically submissive to the self-serving interests and promotional efforts of marketer. Consumers are perceived asimpulsive and irrational purchasers, ready to yield to the arms and aims of marketers. At least to some degree, the passive model of the consumer was subscribed to by the hard-driving super salesmen of old, who were trained to regard the consumer as an object to be manipulated.(c)The cognitive model depicts consumers as problem solvers, where consumerscognitively process information, seek out products and services that fulfil their needs, form preferences, make choices, and engage in post-purchase evaluations of their selections. Such decision making is characteristic of consumption situations where consumers are highly involved with purchases and experience high levels of perceived risk. Advertisers guided by this model should be designedto facilitate cognitive processing of information and reduce consumers’ perceived risk; such promotions should provide factual information that clearly depicts the product’s features, its advantages over the competition, and its consistency with the needs of the consumers targeted.(d)The emotional model states that consumers often have deep emotions or feelings regarding many purchases. This is typical of consumption situations where consumers place more emphasis on their current mood and feelings and less emphasis on pre-purchase information. In such cases, a product is bought on an impulse or whim, or because the buyer is emotionally driven. Emotional advertising appeals include stressing nostalgia, fantasy .
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