Consumers can have difficulty expressing their buying intentions on an explicit level. The most common explanation for this intention-action gap is that consumers have many cognitive biases that interfere with decision making. The current resource-rational approach to understanding human cognition, however, suggests that brain environment interactions lead consumers to minimize the expenditure of cognitive energy. This means that the consumer seeks as simple of a solution as possible for a problem requiring decision making. In addition, this resource-rational approach to decision (...) making emphasizes the role of the principle of Occam’s Razor, inductive inference, and Bayesian reasoning by illuminating the human-environment relationship. This paper introduces the Consumer Contextual Decision-Making Model (CCDMM). Based on the CCDMM, two hypothetical strategies of consumer decision making will be presented. First, the SIMilarity-Strategy (SIMS) is one in which most of a consumer’s decisions in a real-life context are based on prior beliefs about the role of a commodities specific to real-life situation being encountered. Because beliefs are based on previous experiences, consumers are already aware of the most likely consequences of their actions. At the same time, they do not waste time on developing contingencies for what, based on previous experience, is unlikely to happen. Second, the What-is-Out-there-in-the-World-Strategy (WOWS) is one in which prior beliefs do not work in a real-life situation, requiring consumers to update their beliefs. The principle argument being made is that most experimental consumer research describes decision making based on the WOWS, when participants cannot apply their previous knowledge and situation-based strategy to problems. The article analyses sensory and cognitive biases described by behavioral economists from a CCDMM perspective, followed by a description and explanation of the typical intention-action gap based on the model. Prior to a section dedicated to discussion, the neuroeconomic approach will be described along with the valuation network of the brain, which has evolved to solve problems that the human has previously encountered in an information-rich environment. The principles of brain functions will also be compared to CCDMM. Finally, different approaches and the future direction of consumer research from a contextual point of view will be presented. (shrink)

We don't yet have adequate theories of what the human mind is representing when it represents a social group. Worse still, many people think we do. This mistaken belief is a consequence of the state of play: Until now, researchers have relied on their own intuitions to link up the conceptsocial groupon the one hand and the results of particular studies or models on the other. While necessary, this reliance on intuition has been purchased at a considerable cost. When looked (...) at soberly, existing theories of social groups are either (i) literal, but not remotely adequate (such as models built atop economic games), or (ii) simply metaphorical (typically a subsumption or containment metaphor). Intuition is filling in the gaps of an explicit theory. This paper presents a computational theory of what, literally, a group representation is in the context of conflict: It is the assignment of agents to specific roles within a small number of triadic interaction types. This “mental definition” of a group paves the way for acomputational theory of social groups– in that it provides a theory of what exactly the information-processing problem of representing and reasoning about a group is. For psychologists, this paper offers a different way to conceptualize and study groups, and suggests that a non-tautological definition of a social group is possible. For cognitive scientists, this paper provides a computational benchmark against which natural and artificial intelligences can be held. (shrink)