The three dimensions of behavior
The first dimension is cognitive: Indeed, it concerns the elements relating to the consumer’s knowledge of a stimulus. We can say that this dimension corresponds to what he consciously knows about this product.
The second is emotional: In other words, it refers to all the attributes related to emotion. How the product seduce the consumer ?
Finally, the third is conative: This is called the predisposition to action. It announces an act of behavior. Is the consumer predisposed to buy ?
What is the relationship between attitude and expectations ?
The consumer’s expectations correspond to a desire. They are located in the emotional dimension of the behavior.
What is the relationship between attitude and behavior ?
Behavior, in other words the act of buying, follows an emotional phase. Indeed, it has been proven that emotion leads to action.
The five steps of buying behavior
In a traditional process, the consumer goes through five main steps: Each of the following steps will help to understand which parameters will transform a simple need or initial motivation into a purshasing action.
To do this, we will use the American researcher’s model of Engel, Blackwell et Kollat, developed in the 1970s
1) The recognition of the need;
The purchase of a good or service that fills a gap or need. For example, when the customer is confronted with an advertising.
2) The active or passive search for information;
The search for information on the good or service in question that will allow him to compare the solutions available to him.
3) The evaluation of possibilities
In pratice it is the offer/price comparator that we can find on the net.
4) The purchase decision
To resume, It is the transition to the act of buyin
5) Evaluation of the consequences after the purchase
The phase corresponds to the degree of satisfaction or dissatisfaction following the purchase of the good or service.
In short, companies must adjust their actions on the five steps in order to benefit from the modeling of the different steps of the purchasing process.