Components of Consumer Information Processing - Case Study Example

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While utilitarianism results from the sensational that is derived from the features and functions that a product or a service performs. Hedonism is…
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Components of Consumer Information Processing
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How I perceive myself as a consumer The concepts of utilitarian and hedonic are two dimensions to the conceptualization ofthe altitudes and aspects of the consumer. While utilitarianism results from the sensational that is derived from the features and functions that a product or a service performs. Hedonism is as result of the sensation that is derived from the experience of using a particular product or service. Hedonic and utilitarian are the two aspects of the product performance predictions that attract a customer. The consumer’s choice is influenced by either utilitarian or hedonic dimension (Roy and Ian 376).
As a consumer, I consider myself a more of utilitarian than hedonic. This mean whenever I am shopping I always aim at maximizing utility. I view shopping as a task which I have to program first, then conduct a proper search in order to get the a product or a service with desired specifications to satisfy my need. I normally seek functional, instrumental, and practical benefits.
A recent Study on why people go shopping has revealed that shopping experience can provide to the consumer with a combination of both utilitarian value and hedonic value. Utilitarian value is task oriented and cognitive in nature. On the other hand, hedonic value is tied to the emotional aspect of the shopping experience. A consumer perceive a utilitarian value if they acquire they acquire product that necessitated their shopping trip, while at the same time perceive hedonic value if they enjoyment of the shopping experience. For these reason although I put more emphasis on maximizing a product utility, I also enjoy a shopping experience that offer both utilitarian and hedonic value satisfaction.
Consumer Information Processing and its importance to the business
The components of the consumer information processing are important to the business in various aspects. First, it is important to note that the volume of sales as well as the profitability of the business depends on the consumer buying behavior. These components include the exposure stages, retention, yielding, comprehension, and the attention. The exposure component triggers the stimuli of the consumer to acquire the product. The information processing is important to the business in that attracts the attention of many consumers hence the customer base of the organization is bound to increase significantly (Roy and Ian 372).
Consumer Information Processing and its importance to the consumer
It facilitates the provision of the necessary information to the consumers and thus, helps the consumer in making decision to buy the product. It provides the clear image of the product whilst providing the consumer with information regarding the essence of the product use. The information processing also helps the customer to make a decision on whether to be a returning customer to the business enterprise or not. The information processing also informs the consumer of the dangers and the benefits of using the desired product. Concisely, the consumer information processing helps the consumer to adopt the informed decision-making.
Work Cited
Roy, Rajat, and Ian Phau. "Examining Regulatory Focus In The Information Processing Of Imagery And Analytical Advertisements." Journal Of Advertising 43.4 (2014): 371-381. Read More
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