5/20/2021 IGNITOR Student

motivated to achieve desired goals. The CPM process involves attending to,
encoding, retaining, retrieving, and integrating information so that a person
can achieve a suitable choice among consumption alternatives. Brands
positioned to be in tune with the CPM process emphasize logical arguments
and functional features over emotion and symbolism. Comparative-ly, the
HEM perspective views ccnsumer— choice behavior as resuiting from the
pursuit of fun, fantasy, and feelings. Thus, some consumer behavior is based
predominantly on emotional considerations rather than on objective, functional,
and economic factors. The distinction between the CPM and HEM views of
consumer choice is important for marketing communicators. The techniques
and creative strategies for affecting consumer—choice behavior clearly are a
function of the prevailing consumer orientation.

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