San Jos6 State University
School: Gollege of Business Department: Marketing Course Number: 1344 Title: Gonsumer Behavior
Business Tower 550G
Email: Office Hours:
, (st'. ojo ",
and by appointment
10/15/09 THOUGHT QUESTION 1. What types of perceptual biases influence how consumers perceive messages?
CONSUMER PERCEPTIONS I. Consumer Characteristics Affecting Perception a. Inference: The development of associations based on past experience. i. Evalua
Gender Roles There are biological and social reasons why the sexes differ. o Sex Roles in many societies Body Image Consumer's subjective evaluation of his or her physical self Perceptions are influenced by o o o o o Summary of Self Summary Consumer Chara
09/24/09 THOUGHT QUESTIONS 1. When advertising a product, what might influence the order in which you present the attribute information? 2. What techniques can salespersons use to influence what you purchase? 3. What types of postpurchase complaining beha
Illusions of Control o o o We overestimate the amount of control we have over chance-determined events We have acknowledged pockets of incompetence Overly optimistic thoughts about the future Individuals feel that there is a higher likelihood of good th
Stimulus Factors Affecting Perception o Gestait psychology Closure Individuals tend to fill in missing elements when a stimulus is incomplete Grouping Consumers integrate various bits and pieces of information into organized wholes Proximity Similarity
Content Analysis o The study of culture as reflected in our media and literature.
Summary o o o o Characteristics of social class Measuring social class Examples of cultural values Measuring cultural Values
Thought Questions o o How does consumption
Kohls Target Market Classic families o 38-44 with children
Young Families o 25-34 with kids
Independent Tastes o 45 -54 with no kids
Self Focused Explorers o 25-34 with no kids
Formula for success What does kohls department stores do to separate itsel
Consumer Learning Theories of Consumer Learning Steps for classical Conditioning o Find a conditioned stimulus (CS) that does not elicit the reflex response. o The sound of a bell does not cause salivation
Find an unconditioned Stimulus (US) that elicits
09/17/09 THOUGHT QUESTION 1. How can you make advertising content more memorable to consumers? MEMORY
ShortTerm Memory [importance, repetition] a. Definition: Relatively small capacity i. Example: when asked to memorize a list of items
Trrtorial: T-TEST aarD cHI-sQuARE EXAIIIPIJES (byf. Louie, R. Rieta and A. Vu)
A. Creating Excef fiLe: 1. Refer to the "Sample Data, sheet on the last page of this handout. Use Excel to create a spread.sheet file of the same data. Make sure to includ
The objective of this hand out is to give you practice using the t-test statistic. lt is worthwhile to calculate the values by hand, as was done in class. To see if you understand how to use SPSS, it is wise to make a spreadsheet of the data and to
GET DATA /TYPE=XLS
\Documents and Settings\00437001-6\Desktop\Sample
/SHEET:name 'Sheetl' /CELLRANGE:full/READNAMES:on DATASET NAME T-TEST
/ASSUMEDSTRWI DTH:3 21 67 . DataSetl WINDOW=FRONT.
/MISS]NG : ANALYSIS /VARIABLES : IP GO /CRITERI
Section meeting time
134.4 Class r.
CHr-SQUARE WORK SHEET
Complete this work sheet in preparation for the next class session.
There is an Excel data sheet attached to the back of this assignment. It contains information regarding research participa
Consumer Behavior Data
Your 134A Numb
Analysis Homework: Version
This project is a class homework assiqnment. Late assigrnments will- receive no credit unless accompanied by rel-evant documentation explaining the tardiness. Students are we
Chi-square: Nominal data (i.e., cod Exami ni ng "Frequencies"
A social psychologist is interested in determining whether there is a relationship between the education level of parents and the number of children they have.
Your class r
Consumer Behavior Data
Analysis Homework: Version
This project is a homework assignment. Late assignments will receive no cred.it unless accompanied by relevant documentation explaining t.he t
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cfw_-'ed'- \ T-tests \cfw_ - \-\' (n-2)+*left side of chart !,.,\-Degrees of freedom = \_ L '^\ '.' .u5'*ngnt sloe oT chart .0S+right side of cnart srv\r \ *that number becomes t(crit) 51
Faitto reject null hypothes'r'
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THOUGHT QUESTIONS 1. What are the different components of "self"? 2. If you had to leave your home with only one item, what would it be? At what level of "extended self" is that item? SELF I. Self Concept a. Selfesteem: the positivity of a person's self c
< 2 children
> 2 children
High school education
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In box #I, tally the number of participants who have a college degree as their highest educational degree AND
09/15/09 THOUGHT QUESTION 1. How would you use learning techniques to attract consumers' attention to a new brand? CONSUMER LEARNING I. Theories of Consumer Learning a. Classical Conditioning i. Steps 1. Find a Conditioned Stimulus (CS) that does not elic
Chapter 2 Absolute threshold: Refers to the minimum amount of stimulation that can be detected in a given sensory sample. Adaptation: the degree to which consumers continue to notice a stimulus over time. Attention: Refers to the extent to which processin
10/01/09 THOUGHT QUESTION 1. How would your approach to advertising disposable pens differ from that of advertising high quality computer printers? LOW INVOLVEM EN T DECISION MAKING I. Contrasting High & Low Involvement Decision Making a. Order of Effects
LECTURE, AFTER SECOND MIDTERM.dOCX
LECTURE AFTER SECOND MIDTERM
Thought Question you try to change consumer's Assume that you have been hired to rescue a brand of watch with low sales. How could attitudes towards the watch?