The Decision Making Process of Unplanned Purchases of Clothing Based on Need Recognition and Cognitive Efforts
| Autor: | Hyun-Jeong Jin, Eun-Young Rhee |
|---|---|
| Rok vydání: | 2009 |
| Předmět: |
Polymers and Plastics
Process (engineering) business.industry Materials Science (miscellaneous) Human Factors and Ergonomics Cognitive effort Cognition Advertising Clothing Rational planning model Industrial and Manufacturing Engineering Arts and Humanities (miscellaneous) Order (business) Marketing Decision-making Psychology business Social Sciences (miscellaneous) |
| Zdroj: | Journal of the Korean Society of Clothing and Textiles. 33:1601-1610 |
| ISSN: | 1225-1151 |
| DOI: | 10.5850/jksct.2009.33.10.1601 |
| Popis: | Unplanned purchase is an unexpected buying behavior affected by product or marketing stimuli. Unplanned purchase does not follow the order of the rational decision making process. Through an in-depth interview, this study classified the types of unplanned purchase of clothing and examined the decision-making processes. The results (according to the need recognition level of consumers prior to stimuli) show three types of unplanned purchase of clothing products that are classified as: the need-manifesting type, the need-embodying type, and the need-reminding type. In addition, each type is reclassified into the high-cognition type and the low-cognition type according to the cognitive effort level of consumers during the purchase decision-making process. The need-manifesting type recognized a buying need after exposure to stimuli and then engaged in unplanned purchases. The need-embodying type recognized a problem, but the purchase intention was not concrete. The need-reminding type recognized a desire to buy clothing products, but temporarily forgot it, and then later remembered the problem recognition from the past after experiencing the stimuli. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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