How would the decision process differ for an emotion-driven purchase compared to a more functional purchase? ● Do you think that the product produced by the chosen by your company, generally is associated with nominal, limited, and extended of consumer’s decision making? Why? ● Under what conditions, if any, would these products be associated with a different form of consumer’s decision making? ● What products are generally associated with brand-loyal decision making and which with repeat-purchase decision making? Do you think that the product you are writing about can be associated with brand-loyal decision-making?

QUESTION

● How would the decision process differ for an emotion-driven purchase compared to a more functional purchase?

● Do you think that the product produced by the chosen by your company, generally is associated with nominal, limited, and extended of consumer’s decision making? Why?

● Under what conditions, if any, would these products be associated with a different form of consumer’s decision making?

● What products are generally associated with brand-loyal decision making and which with repeat-purchase decision making? Do you think that the product you are writing about can be associated with brand-loyal decision-making?

● Justify your response.

Provide your explanations and definitions in detail and be precise. Comment on your findings. Provide references for content when necessary. Provide your work in detail and explain in your own words. Support your statements with peer-reviewed in-text citation(s) and reference(s

1.2-4 credible resources needed.

2. APA format

3.Use Starbucks as an example company.

ANSWER

Consumer Decision Making: Emotion-Driven Purchases and Product Associations with Decision-Making Types

Introduction

Consumer decision making plays a crucial role in the success of a company’s products and services. This essay explores the decision-making process, the association of products with different decision-making types, and the role of brand loyalty and repeat purchases in decision making. The example company chosen for this analysis is Starbucks.

The Decision Process for Emotion-Driven Purchases vs. Functional Purchases

The decision process for an emotion-driven purchase differs significantly from that of a functional purchase. Emotion-driven purchases are influenced primarily by subjective feelings and personal desires. Consumers seek products that evoke positive emotions, fulfill their psychological needs, or align with their self-identity (Elliott, 1998). The decision-making process for such purchases is often spontaneous, impulsive, and less rational. Emotion-driven purchases prioritize pleasure, status, or emotional satisfaction over utilitarian benefits.

On the other hand, functional purchases involve a more cognitive and rational decision-making process. Consumers evaluate product attributes, features, and performance to address their practical needs and solve specific problems. The decision-making process for functional purchases is typically deliberate, systematic, and based on information processing and comparative evaluation. Consumers prioritize product functionality, reliability, and value for money.

 Product Association with Nominal, Limited, and Extended Decision Making

Consumer decision-making types can be classified into nominal, limited, and extended decision making based on the level of involvement and effort invested in the decision process.

Nominal decision making occurs when consumers make habitual or routine purchases with minimal effort and involvement. Examples include everyday items like toothpaste or bottled water. These purchases are typically low-risk, low-involvement, and based on convenience or familiarity.

Limited decision making occurs when consumers engage in some information search and evaluation but still make relatively quick decisions. Examples include buying clothes or electronics. These purchases involve moderate risk, moderate involvement, and the consideration of a few alternative options before making a decision.

Extended decision making occurs when consumers engage in extensive research, evaluation, and deliberation before making a purchase. Examples include buying a car or a house. These purchases involve high risk, high involvement, and a significant investment of time and effort.

Starbucks’ products, such as specialty coffees and beverages, can be associated with all three decision-making types. For habitual coffee drinkers, the purchase of their favorite Starbucks drink may be nominal decision making. However, for new or occasional customers, the decision may involve limited decision making, as they might consider factors like taste preferences, price, and convenience. Furthermore, for coffee enthusiasts or those exploring new flavors, the decision-making process may extend to more comprehensive research and evaluation, resulting in extended decision making.

Conditions for Different Forms of Decision Making

Certain conditions can influence the decision-making type associated with a product. These conditions include:

Product complexity: Complex products with multiple features or high involvement requirements tend to be associated with extended decision making.

Risk and importance: High-risk purchases or those with significant consequences (e.g., financial, health-related) are more likely to involve extended decision making (Hirokawa, 1985).

Involvement level: Consumers’ level of interest or personal investment in a particular product category can influence the decision-making type. Higher involvement often leads to extended decision making.

 Time constraints: Limited time availability can restrict consumers to nominal or limited decision making due to the lack of opportunity for extensive research and evaluation.

 Brand-Loyal Decision Making and Repeat-Purchase Decision Making

Brand-loyal decision making occurs when consumers consistently choose a specific brand over alternatives due to strong emotional or psychological connections. Brand loyalty often develops through positive experiences, trust, and the perceived alignment of the brand with consumers’ self-image or values. Products associated with brand-loyal decision making include luxury goods, high-involvement purchases, and products that offer a unique brand experience.

Repeat-purchase decision making refers to consumers’ tendency to repurchase a product or brand due to satisfaction, convenience, or habit, without strong emotional or psychological attachments. Repeat purchases are common for low-involvement products or items where the functional benefits outweigh brand preferences (D’Astous, 1989). Examples include daily consumables like household cleaning products or groceries.

In the case of Starbucks, the brand has successfully cultivated brand-loyal decision making through its focus on providing a distinct coffee experience, fostering customer loyalty programs, and promoting a sense of community in its stores. However, for some customers, repeat-purchase decision making may also play a role, especially for those seeking convenience or habitually choosing Starbucks for their daily coffee fix.

Conclusion

Consumer decision making is a complex process influenced by various factors, including emotions, functionality, brand loyalty, and involvement levels. Emotion-driven purchases prioritize subjective feelings, while functional purchases focus on practical benefits. Products can be associated with nominal, limited, or extended decision making based on consumer involvement and effort. Brand-loyal decision making is driven by emotional connections, while repeat-purchase decision making relies on convenience and habit. Starbucks exemplifies a company that can be associated with both brand-loyal and repeat-purchase decision making, depending on the customer’s level of involvement and preferences.

References

D’Astous, A. (1989). A Re-Examination of Consumer Decision Making For a Repeat Purchase  Product: Variations in Product Importance and Purchase Frequency. ACR. https://www.acrwebsite.org/volumes/6942 

Elliott, R. M. (1998). A Model Of Emotion-Driven Choice. Journal of Marketing Management, 14(1–3), 95–108. https://doi.org/10.1362/026725798784959408 

Hirokawa, R. Y. (1985). DISCUSSION PROCEDURES AND DECISION-MAKING PERFORMANCE. Human Communication Research, 12(2), 203–224. https://doi.org/10.1111/j.1468-2958.1985.tb00073.x