What is consumer behavior? Why do we do consumer research?
The study of individuals, groups, or organizations and the processes they use to
select, secure, use, and dispose of products, services, experiences, or ideas to satisfy
needs and the impacts th
An attitude is:
A lasting, general evaluation of people, objects, places, behaviors, or ideas.
ABCs of Attitudes
Affect: how a consumer feels about Ao
Behavior: persons intentions to do something with regards to A o
Cognition: the beliefs a consumer
Perspectives in decision theory
Normative: Focus is on finding rules that lead to the best decision in a given
situation. How should consumers choose? Primarily used by economists.
What is the best alternative?
Descriptive: Focus is on describing how