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Unformatted text preview: NTRODUCTION TO CONSUMER BEHAVIOR Overview of Consumer Behavior Consumerism, Public Policy, and Ethics 2: INTRINSIC INFLUENCES Consumer Information Processing Cognitive Learning and Memory Behavioral Learning Social Influence and Compliance Techniques Motivation and Affect Personality and Psychographics Tripartite Model and Attitude Measurement Beliefs, Attitudes, and Behavior Change: the Fishbein Model Persuasion ELM: Involvement, Knowledge, and Persuasion Consumer Decision Processes 3: EXTRINSIC INFLUENCES Environmental and Situational Influences Group Influences Households and Families Cultural and International Issues Subculture OVERVIEW CONSUMER BEHAVIOR the study of exchange processes involved in acquiring, consuming, and disposing of goods, services, experiences, and ideas The study of consumer behavior (CB) incorporates theories and concepts from all of the behavioral sciences: cognitive, experimental, social psychology sociology anthropology economics - etc. Acquisition: The factors that influence the product/service choices of consumers. Much of CB research has focused on this stage. E.g., how did you decide to purchase one brand of car over another? Consumption: How consumers actually use a product/service. E.g., what sorts of attitudes are you forming during the time that you own a car, and how does this affect future purchases? Disposition: What consumers do with a product once they have completed their use of it. E.g., if you purchase a new car several years later, do you keep the old one, trade it in, sell it yourself through the newspaper, give it to a friend, or have it towed to a junk yard? PERSPECTIVES TOWARD THE STUDY OF CB Marketer: How to best satisfy the wants and needs of a target market. Consumer: How to become a better consumer by learning how people go about consumption activities and how marketers sell products. Public policy maker: How to make rules, regulations, or laws which influence marketers and consumers in the marketplace. INFLUENCES ON CONSUMER BEHAVIOR Intrinsic: Individual, internal influence factors: personality, motivation, beliefs, attitudes, etc. Extrinsic: External factors of influence: group influences, such as culture, family, reference groups environmental and situational factors, such as time of day, temperature, etc. PERSPECTIVES ON ACQUISITION BEHAVIOR Decision-making Consumers move through a series of steps when making a purchase: problem recognition search alternative evaluation choice post purchase evaluation E.g., we might go through the above steps in buying an expensive product such as a car or house. In the study of consumer behavior, we are less interested in whether or not this generic model is the "correct" model, and are more interested in the sorts of factors that influence this as a generic model. Hence, we are interested in the intrinsic and extrinsic influences on this model. influences on this model....
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This note was uploaded on 02/25/2012 for the course CSR 332 taught by Professor Staff during the Spring '08 term at Purdue University-West Lafayette.
- Spring '08