The Consumer Decision Making Process

2218 Words9 Pages
FIGURE 2.4 Consumer future decision-making process (Fotis, 2015; Moutinho, 1987) The value of influence is also a crucial element in understanding consumer purchase decision. Brown and Hayes (2008) interpret influence as ‘the action of creating a conductive environment which shapes other consumers’ perspective on a particular matter’ and ‘the ability to alter a person, item or route’. A book published by James Duesenberry in 1949, who is the first to embrace the term “consumer behaviour”, focusing on the Theory of Consumer Behaviour in context of savings and income, was relatively successful being a model literature throughout the 1950s. Despite its success, scholars criticised his views as it: (a) did not clearly distinguish consumers’ decision from the reasons of consumer decision itself, and (b) the measurement for contradicting physical and emotional perspectives could not be studied separately. Additional theories such as the theory of reasoned action was deduced to predict consumer behaviour such as the intentions and perceived behavioural control of consumers. Eventually, the theory of planned behaviour (FIGURE 2.5) was revised from the prior theory of reason action due to limitations when assessing consumers with insufficient voluntary control (Ajzen and Fishbein, 1980; Ajzen and Fishbein 1975). The revision of the theory of planned behaviour led it to be deemed as one of the many successful theories in social psychology to this present-day, which a well-rounded
Get Access