Consumer Behavior and Marketing Action full summary

CM2062 – Term 2




Consumer Behavior
& Marketing Action

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, Table of Contents




Learning Objectives

Week 1: Week 5:
• Lecture 1 • Lecture 5
• Chapter 1 • Chapter 4
• Chapter 8
Week 6:
Week 2: • Lecture 6
• Lecture 2 • Chapter 6
• Chapter 7 • Article 6.1
• Article 2.1 • Article 6.2
• Article 2.2
Week 7:
Week 3: • Lecture 7
• Lecture 3 • Article 7.1
• Chapter 5 • Article 7.2
• Article 3.1
• Article 3.2 Week 8:
• Lecture 8
Week 4: • Chapter 2
• Lecture 4 • Article 8.1
• Chapter 3 • Article 8.2
• Article 4.1 • Article 8.3
• Article 4.2




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, Learning Objectives:

Lecture 1:
1. Students understand what consumer behavior is.
2. Students can explain different types of consumer decisions.

Lecture 2:
1. Students understand the consumer decision making process.
2. Students can explain what the deliberation without attention effect is and are able to
reflect on this topic in a critical way.

Lecture 3:
1. Students understand what motivation is and can explain how this concept is related
to consumer needs, consumer goals and involvement.
2. Students can explain how different information processing strategies are influenced
by motivation and involvement.
3. Students can explain the ELM and are able to apply the model to explain marketing
actions.

Lecture 4:
1. Students understand what perception is.
2. Students can explain the three stages of perception.
3. Students understand what subliminal perception and unconscious perception is and
they can explain how it can be applied in marketing actions.
4. Students understand what Gestalt principles are and they can explain how these
principles can be applied in marketing actions.

Lecture 5:
1. Students understand how the memory process with its systems works.
2. Students understand how the associative network principle works.
3. Students understand the learning theories and can explain how these theories can be
applied in marketing actions.
4. Students can explain the relationship between learning theories and involvement.

Lecture 6:
1. Students can explain what attitudes are.
2. Students can explain what ambivalence is.
3. Students understand what explicit and implicit attitudes are and can explain the
differences between them.
4. Students can explain what dual attitudes are.
5. Students can explain the relationship between attitudes and behavior.

Lecture 7:
1. Students understand what persuasion theories are and they can explain how these
theories can be applied in marketing actions.
2. Students understand what persuasive techniques are and can explain how these
theories can be applied in marketing actions.


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