Consumer Behaviour

Key areas covered include: - Persuasion - Commitment to an attitude - The function of Attitudes - A model of communication - The source: Credibility, liability, attractiveness - The message - Message context and structure - The elaboration likelihood model - Celebrity endorsers - Message appeals - Functions of attitudes

Key areas covered include: - Decision Making - Problem recognition - Information search - Evaluation of alternatives - Product Choice - Alternative perspectives on decision making - Buying and Having - Acquisition by buying - Situational influences - Types of consumer situations - Evoked set

Important areas covered include: - Self concept - Consumption and self concept - Sex roles - Body image - Lifestyle segmentation - Segmenting Change and new values - Materialism - Real/Ideal self - Personality - Extended Self - Body Cathexis - Demographics

Key areas covered include: - Attitudes - Intentions - The concept of attitudes - Formation of attitudes - Attitude consistency - Hierarchies of effect - Fishbein's multi attribute model of attitude - Theory of reasoned action

Key areas covered include: - The Motivation Process - Need recognition - Drive strength - Instinct, Drive, and Expectancy theories - Drive direction - Needs vs. Wants - Motivational Conflict - Hidden motives - Involvement - Ego involvement - Felt Involvement - Individual characteristics - Product characteristics - Situational influences - Intrinsic and situational self relevance

Key areas covered include: - Defining consumer behaviour - Exchange - The dynamic nature of Consumer Behaviour - Consumer behaviour or consumer buying? - The Process of Consumer Behaviour - Consumer Behaviour Paradigms - The information processing paradigm - Positivism - The experiential paradigm - interpretivism - The dark side of Consumer Behaviour

The following provides a summary of the perception concept of the Consumer Behaviour section of marketing. Key areas covered include: - Internal influences - Cognition and affect - The relationship between affect and cognition - Perceptual process - Sensory Systems - Sensory thresholds - Subliminal Persuasion - Attention - Perceptual selection - Interpretation - Inferences - Semiotics