A multiperspective analysis of housing consumption selection behavior based on cognitive process

Abstract

This paper reflected the traditional housing consumption selection theory by following the developments of consumption theory. It pointed out that the housing consumption selection theory could not fully explain the reality of the new era in consumer housing selection from a traditional marketing point of view. As a result, by studying on cultural capital, lifecycle, product attributes, and consumer psychology perspective, this paper created a multi-perspective analysis model which combined with the cognitive processes of consumers. The impact of each factor on housing consumption selection has been analyzed by applying this model. As mentioned, the model has created by the cognitive process in this study, which is meaningful for researching the performance of consumers in residential consumption and to perfect the marketing strategy of developers. The multiperspective cognitive process also helps developers to understand the consumer behavior in housing market, and it is beneficial for improving their ability of market prediction and explanation, in order to "fit" the demand by consumers. © Springer-Verlag Berlin Heidelberg 2013.