The Chinese University of Hong Kong
MKTG3020C Consumer Behavior /
Prof. Jessica Kwong
Ms. Crystal Kwong
Phone: 3943 7808
When we purchase/consume a product, what
are we paying for?
We consume a product because of
Benefits, i.e., it fulfills some of our needs and
Paying for concrete, tangible, and utilitarian features
Values are d
The Black Box (III)
How is consumer attitude represented in our mind?
How to influence their attitudes?
Ref: Solomon, up to p.339 Trying to consume
(10e: Ch7, up to p.287)
A. What is attitude?
Components of attitu
The Black Box (II)
Consumer Memory & Learning
After attending to a stimulus, how is it stored &
retrieved (memory)? How to build up this
Ref: Solomon, Ch 6
(10e: Ch 3)
Associative network & spreadi
The Black Box (I)
The key is to grab customers attention and
shape the ways they see us
Ref: Ch 5 (11th edition) or
Ch 2(10th edition)
Sensation vs. perception
Hedonic consumption & sensory marketin