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13 Cards in this Set
- Front
- Back
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Consumer Behavior |
consumer activities associated with the purchase, use, and disposal of goods/services, including the consumer;s emotional, mental, and behavioral responses that precede, determine, or follow these activities |
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Types of Consumers |
Individual and organizational |
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Individual Consumers |
purchase goods/services to satisfy their own personal needs and wants or to satisfy the needs and wants of others |
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Organizational Consumers |
purchase goods/services in order to produce other goods/services, resell them to other organizations/individual customers, and/or help manage and run their organization |
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Consumer Activities (3) |
Purchase (Acquire goods/services, includes everything leading up to purchase). Use (Where, when, and how consumption takes place). Disposal (get rid of products and/or packaging after consumption). |
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Consumer Responses (3) |
Emotional/affective - emotions, feelings, moods Mental/cognitive - thought process, opinions, beliefs, attitudes, intentions Behavioral - overt decisions and actions |
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Why study consumer behavior? (3) |
Business performance: improve performance by creating better products and promoting them more effectively Public Policy: public officials to protect consumers and promote fair trade Educate Consumers: for consumers to make better decisions |
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Consumer Roles (4) |
Information processors (attention, memory, attitudes, emotion, inference, understanding, knowledge) Decision makers (problem recognition, info search, judgments and decisions) Social beings (culture, social influences, reference groups) Biological beings (physiological drives, genetics, hormones) |
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Examples of behavior influencers |
Background music : slow music makes you stay longer, fast music makes you want to hurry Culture: individualism in the US vs collectivism in Japan Ancestral physiology: we still love high calorie foods |
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Cooper, Kuh, and Hardy's Research topic |
Correlation and causation on mortality. ex. If you try to do these things that are caused by good health, you'll be in good health? No. |
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Consumer Behavior Research Topics/Methods (3) |
Motivation Behavior Interpretivism |
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Behavior Research |
Behavioral science perspective; applies the scientific method |
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Interpretivism |
Alternative research approach to behavioral science that relies less on scientific and technological methodology |
