3-Factor Model
3-Factor model of consumer responses, attitudes & behavior. The key layers comprise: perception, cognition & responses.
Layer 1: perception of consumers and employees
Layer 2: cognitive, impulses and flows, experienced and reverse reflective behaviour/backward induction and deductive reasoning behind the past
Layer 3: responses, outcomes from motivation, future projections and prospecting
Consumers are more satisfied with products developed by socially responsible companies (Luo and Bhattacharya, 2006). Consumer satisfaction is derived from rational judgments and experience throughout the buying process (Palací et al., 2019). Again, service quality (Lee et al. 2020) and brand attitude (Lee et al., 2020; Rivera et al., 2016) leveraged by CSR tend to influence consumer satisfaction.
Furthermore, the 3-factor model of consumer responses as presented s supportive of the extant literature and existing facts, and more recently, “action-based” (Harmon-Jones et al., 2015) and evolutionary (Egan et al., 2007) propositions have been put forward for explaining cognitive dissonances, and evidential diversity (Kuorikoski and Marchionni, 2016) has emerged for interpreting a widely known and studied cognitive phenomenon, which in actual sense and fact can shape consumer responses, behaviours, actions and decision makings or purchase decisions and intentions.
To stress further on the significance of the stakeholder theory regarding consumers being a key entity and component; consumer responses can generate; “preferences, intentions, communication & WOM, and end or final purchases and repeats from willingness and intentions”.
Perception of consumers and employees from reputation
– perception from awareness, communication & message
– perception of effectiveness from experiences & activities or engagement
– perception of image
– perception from association, culture & link or lifestyles
Layer 2 presents cognition:
– cognitive
– impulses and flows or feelings and emotions
– experienced and reverse reflective behaviour/backward induction and deductive reasoning behind the past
– inner motivations, drive & self
Themes:
Perceptions & preferences: perceptions will generate and lead to preferences.
Perceptions & intentions: perceptions will lead to intentions cognitions & decisions: cognition will generate and lead to purchase decisions and intentions evaluation: the end or final purchases is followed by assessment and evaluation following post purchases dispositions or expressions and reactions.
Layer 1
- perception of consumers and employees from reputation
- perception from awareness, communication & message
- perception of effectiveness from experiences & activities or engagement
- perception of image
- perception from association, culture & link or lifestyles
Layer 2:
- cognitive
- impulses and flows or feelings and emotions
- experienced and reverse reflective behaviour/backward induction and deductive reasoning behind the past
- inner motivations, drive & self
Layer 3
- responses
- outcomes from motivation
- future projections and prospecting
Implications to practice, theory & debates
Consumers highly tend to associate and interact with brands based on their perceptions; this can, in fact, or in an actual sense, impact or influence the distribution channels and consequently, be linked to the value chain, distribution channels, and supply.
Brand loyalty is a key and fundamental theme to be explored and applied in marketing and management practices for its key roles, considering present trends and dynamics, such as disruptions in supply chains attributable also to recent ‘global waves of health pandemics from recent covid19 struck and challenge.
Brand plays a key role in value creation, and potentially capable of shaping the distribution channels, platform and entire distribution – supply chains. It is essential that companies identify and outline or specify key strategies that allow them to adapt to changing and emerging realities that can lead to a sustainable differentiation from others and existing competitors (Orviz Martínez et al., 2021; Ullah et al., 2021). CSR can be strategically applied as a tool of brand communication and leveraged upon, and interestingly extrapolating from the novel 3 – Factor model as presented.
based on: https://jcsr.springeropen.com/articles/10.1186/s40991-024-00101-2
