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16 Cards in this Set
- Front
- Back
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CB Ch. 1 Learning Objective #1
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Understand the meaning of consumption and consumer behavior.
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Consumer Behavior Perspectives
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1. Human Thought and Action
2. Field of Study |
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Consumer Behavior as Human Behavior
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Consumer behavior is the set of value seeking activities that take place as people go about addressing realized needs.
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The Basic Consumption Process
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Need-> Want-> Exchange-> Costs and Benefits-> Reaction -> Value -> Need
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Consumption
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Process by which goods, services or ideas are used and transformed into value.
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A myopic business view defines the business in terms of _____ and not the value consumers receive.
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products
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Consumer Behavior Visual Chart
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Economics
Marketing Psychology Anthropology Social Psychology Marketing Consumer Behavior |
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Contributions of Different Fields to CB
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Psychology: Consumer’s internal processes
Economics: Decision making process Sociology: Influences of social groups Anthropology: Effects of culture & values Org. Behavior: Behavior of marketers and public policy actors |
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Consumer Behavior is a study of buying units and the exchange processes involved in _______ of products, services, experiences, and ideas
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acquiring, consuming, and disposing
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CB Ch. 1 Learning Objective #2
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Explain the role of consumer behavior in business and society.
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Why Study CB?
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Input to business/marketing strategy
Force that shapes society Input to making responsible decisions as a consumer |
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CB Ch. 1 Learning Objective #3
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Be familiar with basic approaches to studying consumer behavior.
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Different Approaches to Studying CB
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1. Interpretive Research
2. Quantitative Research |
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Qualitative Research
[Comparing Quantitative and Qualitative Research] |
Discover ideas, used in exploratory research with general research objects
Observe and Interpret Unstructured, Free-forms Researcher is intimately involved, Results are subjective Small samples--Often in Natural Settings Exploratory Research Designs |
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Research Aspect
[Comparing Quantitative and Qualitative Research] |
Common Purpose
Approach Data Collection Approach Researcher Independence Samples Most often used |
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Quantitative Research
[Comparing Quantitative and Qualitative Research] |
Test Hypothesis or Specific Research Questions
Measure and Test Structured Reponse Categories Provided Researcher Uninvolved Observer. Results are objective. Large samples to produce generalization results (results that apply to other situations) Descriptive and Casual Research Designs |
