Consumer Behavior Study Notes Essay examples

7875 Words Mar 21st, 2013 32 Pages
MKTG 4150 STUDY NOTES
Chapter 1: An Introduction to Consumer Behaviour
What is Consumer Behaviour?
Consumer Behaviour: the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.

Consumer behaviour is a process
Buyer behaviour: the interaction between consumers and producers at the time of purchase. * Exchange (two or more organizations or people give and receive something of value) is an integral part of marketing

Consumer behaviour involves many different actors * Purchaser and the user of a product may not necessarily be the same person * Another person can also act as an influencer when providing
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if you are hungry… you will notice more food signs)
Perceptual defence: people see what they want to see – and don’t see what they don’t want to see. If a stimulus is threatening to us in some way, we may not process it or we may distort its meaning so that it is more acceptable (i.e. smokers ignoring the warning on the cigarette package)
Adaptation: the degree to which consumers continue to notice a stimulus over time (the more exposed to are, the less sensitive you are to it)

Factors leading to adaptation: * Intensity (less intense stimuli habituate because they have less of a sensory impact) * Duration (stimuli that require lengthy exposure to be processed tend to habituate because they require a long attention span) * Discrimination (simple stimuli tend to habituate because they do not require attention to detail) * Exposure (frequently encountered stimuli tend to habituate as the rate of exposure increases) * Relevance (stimuli that are irrelevant or unimportant will habituate because they fail to attract attention)

Stimulus selection factors
Factors that allow stimuli to be noticed: * Size * Colour * Position * Novelty (stimuli that appear in unexpected ways or places tend to grab attention)
Chapter 3: Learning & Memory
Learning: relatively

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