Re: Cognitive model- buying a car
Fiona van Iersel
MSc Marketing — King's College London
Module: Consumer Behaviour (7QQMO503X)
Date: 8 January 2025
https://keats.kcl.ac.uk/mod/forum/discuss.php?d=722986#p1607937

Re: Cognitive model- buying a car
Submitted: 8 January 2025 10:36 PM

Hi Ana,

I can relate to your cognitive model process with your car purchase. Hope you didn't buy a Leaf like I did. High-involvement decisions like these naturally require significant consideration due to the long-term financial and practical impacts. Your stuck with your choice even if it turns out to be a lemon, or Im my case a leaf that doesn't even produce lemons, and the minute you roll out the lot the value plummets. Oh the Joy of buying a new car. Your mention of post-purchase evaluation resonates with me. It’s interesting how even after thorough research, we still reflect on whether the decision was optimal. Do you think this aligns with cognitive dissonance theory, where we seek to reduce tension by justifying our choices? Or are we already planning the next purchase as jumping ship easily and often nowadays is a thing. Not like my grandparent's that stuck with one thing for life. Side note I think they were happier.

You also noted comparing different makes—this highlights how the evaluation of alternatives is influenced by both emotional and rational factors. I wonder how many irrational unconsious ones also played a role. Did brand reputation or social influence play any role in your decision? Or do you not even know? If so, it would be interesting to discuss how external factors affect what we perceive as “reasonable” decisions. Or is it all a big brain wash. Well we are studying to be the brainwashers I suppose? What do you think? Ps. Look at me really working hard to get higher participation points in this Module!! Fingers crossed I nailed it this time! How am I doing? Hahahaha



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