However, this does not mean that consumer behaviour theory can definitely tell everything about how consumers act in real life.The hierarchy of affects. It is important to consider that there are many models of consumer behaviour that are designed to understand more of consumer attitudes, and not primarily actual behaviours, because in theory, a behaviour cannot be all intentional at all times (Lantos, 2010, p.556; Lake, 2009). For instance, other consumers are obliged to initiate certain outcome especially on purchase of goods or services, but the entire event can be influenced by other third parties or other factors. In fact, consumers may act based on standard learning, low-involvement, and experiential hierarchy, which means they respond to product or service based on problem-solving manner, limited knowledge, or on the basis of emotion (Philips, 1997, p. However in a certain study, it was revealed that due to the advancement of technology, primarily in the onset of Internet, consumers have momentarily grown their power and empowerment (Labrecque et al., 2013, p. This means that the consumers’ potential to respond to product or service may not only be limited to the hierarchy of effects, but above anything else, on the prevailing innovations or trends. The onset of social media networks allows customers to become more sophisticated. This is something that was hardly predicted by consumer behavior theory in the past, particularly in the case of the hierarchy of affects.Theory of reasoned action. Taking the case of ‘theory of reasoned action’ as a consumer behaviour theory, it is assumed that social pressures could lead to actual action of buying (Peter and Olson, 2007, p.152; Kardes et al., 2014, p. Therefore, this theory tries to measure behavioural intentions. However, it is clear that this theory also fully adhere to the idea that there are some uncontrollable factors that will hinder the actual purchasing process to take place. In other words, this theory alone cannot substantially explain how consumers really act in real life. In fact, a certain study reveals that the theory of reasoned action can be best justified when it has to be combined with other new factors such as perceived value, satisfaction, and intention of certain action and more (Kim et al., 2011, p. For instance, in the real setting, consumers’ actual behaviour can be influenced by social pressures. In reality, social pressures are changing too, because of
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