Final answer:
The subprocesses involved in the formation of a purchase intention include perception, which interprets sensory information, and motivation, the drive behind goal-oriented behaviors. Together, they influence consumer behavior, guiding individuals towards making a purchase decision.
Step-by-step explanation:
The personal subprocesses involved in the formation of a purchase intention are mainly perception and motivation. Perception is the process by which individuals organize and interpret their sensory impressions to give meaning to their environment, which plays a critical role in shaping their beliefs and subsequent buying behavior. Motivation is the drive that initiates, guides, and maintains goal-oriented behaviors; it is what causes us to act, whether it is getting a glass of water to reduce thirst or buying a new smartphone after seeing an advertisement.
Both perception and motivation work together in the purchase decision-making process. Perception filters and influences the information we receive, which can be imperfect or unclear, especially regarding the satisfaction from a good or service. This influences our motivational drive, which is also shaped by a variety of factors including physiological needs, emotional states, and social influences, such as conformity, obedience, or groupthink. Together, these subprocesses guide a consumer towards the intention to make a purchase.
Understanding how perception and motivation function in the context of consumer behavior is crucial for marketers as they design strategies to persuade potential consumers using advertising that appeals to both rational (central route to persuasion) and emotional (peripheral route to persuasion) aspects of the decision-making process.