Exploring The Impact of Consumer Perception On Their Buying Predispositions: A Theoretical Validation of Cause & Effect Theories

Abstract

This paper is grounded around the systematic literature review of cause-and-effect theories, persuasion and consumer decision making model and relevant existing research for understanding the role of perception in defining consumer behaviour, effect of internal and external variables on perceptions and the resultant buying behaviour. Selection of cause and effect theories was made due to their predictive nature, generalizability, testability and human centric attributes. Key findings reveal that perceived benefits are positively related with consumers’ buying predispositions. Expectation of rewards depends upon the type of need gratification consumer is interested in. Moreover, highly motivated consumers focus on product specifications thus inclined towards the central route of persuasion. In contrast, less involved consumers will be hooked by message cues (like music, spokesperson etc.) hence the peripheral route is preferred.These insights are beneficial for advertisers and marketers as it allows them to understand the interplay of consumers’ thought process, their underlying motives and its impact on their buying decisions.