NASB (ACTUALIZADO) TEXTO: 6:66-7:1

There seems to be some agreement that high involvement situations involve a number of stages to consumer decision making – generally accepted to be problem recognition, information search, evaluation of alternatives, decision and post-purchase evaluation. More complex models, such as that presented by Blackwell et al., (2001), also suggest a range of environmental influences and individual differences that impact upon how decisions are made, along with consideration of information and messages to which consumers are exposed. Evidence is also seen of the influences and differences within some of the HE models (for example Litten 1982 and Vrontis et al 2004). However, criticisms of these types of models are that they assume consumers go through their decision making in a logical and rational manner, without any time pressures, and they are based upon Anglo cultures. Graham (1981) questions whether consumer decision making models are suitable for use with all types of cultures. Moreover, these models assume there is an extended type of search and evaluation that takes place and they may not consider a more contemporary two-way level of communication, where a more

62 | P a g e narrow initial consideration set is considered. Existing models may therefore need to be reviewed within HE regarding whether this linear approach is an appropriate representation of how decisions are made.

Furthermore, it is important to understand the target audience, how they seek to interact with an organisation, and how they seek information to help them with their decision. For example, different generational cohorts approach to communications may be somewhat different (Bolton et al., 2013). EWOM at the post purchase evaluation stage is likely to have an increased role in today’s unrestricted online environment. Within mainstream literature, models have developed to incorporate the online environment and are presented as a more circular approach, for example models presented by Wolny and Charoensuksai (2014), Court et al (2009), Hudson and Hudson (2013) and Lemon and Verhoef (2016). There has also been an increased interest in plotting consumer decision journeys. Wolny and Charoensuksai (2014) highlight the importance of product reviews through social media that are important within the information search stage. Lemon and Verhoef (2016) highlight a variety of touch points, which include many online and customer initiated touch points. However, the literature within HE does not appear to have considered the online environment in a comprehensive way and any possible impact upon existing HE decision making models is not considered, which highlights a gap in existing research.

Finally, it is highlighted that information seeking behaviour, use of information sources, the role of family members etc., varies depending upon the product/service, suggesting that consumer decision making models are most useful when adapted to a particular situation or context, such as, for example, Higher Education. However, whilst there have been a number of models outside of HE that are context specific (for example Hudson and Hudson (2013) for music festivals; Wolny and Charoensuksai (2004) for shoppers), there does not appear to be any recent HE models.

To conclude, contemporary two-way communications are taking place in an ever- increasing connected world. The younger generations especially expect to engage with brands differently to previous generational cohorts. Peer-to-peer interactions are able to influence others in their purchase decisions (Sashi, 2012; Lemon and Verhoef, 2016).

63 | P a g e Digital media is said to have transformed how marketing is undertaken (Chaffey and Ellis-Chadwick, 2012) and therefore this is an important area to understand as it clearly impacts upon consumer decision making and therefore also likely for student decision making.

The main points from this chapter therefore, can be briefly summarised as follows:  There is a wide range of decision making models available.

 Models outside of HE have developed more recently from the cognitive perspective to a more circular/continuous representation of decision making or customer journey.

 Models outside of HE highlight the importance of engagement activities during the process, including highlighting various touchpoints.

 HE models appear to illustrate the process as rational and linear, whereas models outside of HE have changed considerably.

 There is a lack of focus upon how contemporary communications may influence the process within HE.

 Engagement and touch points are not present in HE models.

 Whilst there are common steps outside and within HE, there is a lack of consideration of whether a narrow initial choice set, with further choices added later, within university course selection decision is taking place.

 The importance of post purchase evaluation is recognised in models outside of HE, but very few include this stage within HE specific models.

This chapter reviewed a variety of models, and within many of these models, common stages or other important aspects are found. A great deal of research has taken place, considering specific stages or based upon other aspects shown within various models. The next chapter will now focus upon more narrowly focused research, to provide a clearer understanding of stages or other aspects shown within various models. However, it is not assumed that all stages/aspects covered here are or are not relevant to HE models, but that further in-depth understanding was required before primary research commenced.

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4. Decision Making: stages and influences

The previous chapter provided a comprehensive review of various decision making perspectives and models. Although the review highlighted that there appeared to be a lack of progress on models within HE, a number of common stages were evident, which are now covered in some depth within the first section of this chapter. The focus will be around the context of HE for this discussion, however other consumption contexts are explored in the literature where appropriate. This chapter will therefore provide some real insight into existing research at each common stage, in addition to other important areas. As stated at the end of Chapter 3, it is not assumed that all stages/aspects covered here are or are not relevant to HE models, but merely that further in-depth understanding was required before primary research commenced.

This chapter is focused around the pre-search/problem recognition stage, information seeking behaviour/information search stage, application/decision stage, and post purchase evaluation stage. The second part of this chapter considers influences that affect these decisions and is focused around two key areas. The first concerns what is commonly known as “influential others” such as friends and family, and the second concerns the area of engagement and touch points, which is lacking attention within an HE context. Both areas are extremely important in today’s contemporary media environment that a typical Millennial student experiences on a daily basis.