What Are The Cognitive Bases Of Perception In Consumer Behavior

Consumers are motivated, influenced, and exposed to a vast array of several different things in their everyday environments. We pass judgement on almost everything we are exposed to; however, many of these judgements are done with very low intention and without fully thinking. This concept is prevalent in the world of consumer behavior study which is why researchers take the time to observe and evaluate the actions and behaviors of consumers that are made without conscious thinking. Marketers take this information and find ways to subtly influence consumers using unconscious tactics because they know that “marketing-related judgments and decisions can occur in an automatic manner” (Peracchio & Luna, 2006).
When consumers are placed in low-effort situations where they are influenced by subtle cues, they form attitudes and process things without knowing that they are actually doing so. Many times, these cues can be the very reason why consumers decide to make a purchase or not. When roaming through a grocery store, many times consumers mindlessly add items to their baskets and end up in the check-out line with a cart full of items that they never intended to purchase. The text discussed …show more content…
These cognitive bases include simple inferences, heuristics, the frequency heuristic, and the truth effect. Simple inferences refer to when a consumer forms beliefs based off of very simplistic cues and/or associations. Simple inferences can also be influenced by brand endorsements. A consumer may believe that a product is of higher value or top quality because of who is depicted in the ad. Consumers use heuristics, which are “simple rules of thumb” to form attitudes and make judgments (Hoyer, Pieters, & MacInnis, 2013). For example, when a product is in high demand and it has cleared the shelves, many of us begin to believe that the product must be good because everyone wants