Analysis of Sales Promotion Effects on Household Purchase Behavior

As mentioned before, Figure 2.3 is one possible representation <strong>of</strong> the extended
problem-solving process. All variables shown are usually functioning in one way or another
in extended problem solving. This is because <strong>of</strong> the influences <strong>of</strong> involvement,
differentiation, and absence <strong>of</strong> time pressure. When these influences are not present,
however, some stages such as external search are skipped altogether, and alternative
evaluations take an alternative form, known as limited problem solving.
The consumption process appears to begin with an external stimulus striking the
consumer’s information processing. In reality, there are at least three ways an act <strong>of</strong>
consumption is initiated: (1) an external stimulus (e.g., display) is detected and acted upon;
(2) a physiological agitation within the consumer presses for equilibrium (e.g., hunger); or
(3) a psychological imbalance strives for resolution (e.g., desire for novelty). The last two
ways are both internal forces that may drive purchase behavior.
This model will not be dealt with in depth, but we have to note that not every
element or process within the model comes into play in every real-world decision. At this
time in the development <strong>of</strong> our knowledge <strong>of</strong> consumer behavior, three frequently
occurring sub-processes can be identified: impulse buying, habitual purchase behavior, or
consumption problem solving (Bagozzi 1986). When we buy things on impulse, it is
generally because an external (e.g., display) or internal (e.g., deprivation) stimulus has
caught our attention, and the product is easy to acquire. Not many thoughts occur. Rather,
emotional or motivational processes are primarily at work. These, however, may occur
below the level <strong>of</strong> self-awareness.
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