Intro%20slides%20-%20lectures%201%20and%202

Intro%20slides%20-%20lectures%201%20and%202 - Buyer...

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Buyer Behavior Caleb Warren Fall 2008
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What is the optimal number of exposures to an advertisement? The simple answer: 3 (Krugman 1972) But wait, it depends on. .. the advertisement media the advertisement content the firm’s objectives the consumer’s characteristics
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Course Overview My info Goals and Objectives Course Content Readings Grading Tests Projects Honor Code
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Contact Info Email: caleb.warren@colorado.edu Phone: 617-240-1749 Office: Koelbel 469 Office Hours: Wednesday 3-5 or by appointment
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Course Objectives To gain a deeper understanding of how the consumer contributes to the success of a brand or firm To learn the concepts underlying and theories explaining consumer behavior To learn how to implement these theories and concepts into effective marketing strategies To improve your ability to intelligently express your insights into consumer behavior in informal discussion, formal presentation, and written prose To gain a better understanding of yourself as a consumer
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Course Content Introduction Syllabus, Customer-orientation Consumer Psychology Motivation, Representation, Perception, Learning, Memory Attitudes and Decision Making Attitudes, Information Search, Judgment and Decision Making, Customer Satisfaction Individual Differences and Segmentation Demographics and Psychographics Social and Cultural Influences Social Influences, Identity, Symbolic Consumption, Status Consumption, Diffusion
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Readings Books Required Hoyer, Wayne D. and Deborah J. MacInnis,
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This note was uploaded on 03/18/2009 for the course MKTG 3250 taught by Professor Mcgraw,pet during the Fall '08 term at Colorado.

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Intro%20slides%20-%20lectures%201%20and%202 - Buyer...

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