General Summary Consumer Behavior
(by Serge de Sousa and copy.)
Test yourself questions
Week 1 - Introduction to Consumer Behavior ........................................................................................ 3
What are the basics of Consumer Behavior? .................................................................................. 3
Topics................................................................................................................................................... 3
What is a consumer? ....................................................................................................................... 3
What is CB?...................................................................................................................................... 3
CB elements: affect, cognition, behavior, environment ................................................................. 4
Relations between affect and cognition ......................................................................................... 5
Relations between attitude and behavior....................................................................................... 6
Week 2 - Behavior Modification Perspective .......................................................................................... 9
How is Consumer behavior shaped and altered by external stimuli? ............................................. 9
Topics................................................................................................................................................... 9
Classic (Respondent) conditioning .................................................................................................. 9
Operant conditioning .................................................................................................................... 10
Types & schedules of reinforcement............................................................................................. 11
Week 3 - Attitude Formation & Persuasion .......................................................................................... 13
How do consumers form attitudes based on the processing of marketing
communication/information? ....................................................................................................... 13
Topics................................................................................................................................................. 13
Means-End Chain Theory & MECCAS model ................................................................................. 13
Dual Process Models: Elaboration Likelihood Model (ELM) ......................................................... 15
Consumer Response to Advertising .............................................................................................. 16
Week 4 - Consumer Irrationality ........................................................................................................... 18
How can we predict consumers’ irrational behavior? .................................................................. 18
Topics................................................................................................................................................. 18
Value construction ........................................................................................................................ 18
Effect of expectations .................................................................................................................... 19
Zero price effect ............................................................................................................................ 20
Week 5 - Social Influences on Consumer Behavior ............................................................................... 21
How is our Consumer Behavior influenced by other people? ...................................................... 21
Topics................................................................................................................................................. 21
1
, Vicarious (Observational) Learning or Modeling........................................................................... 21
Group conformity & peer pressure ............................................................................................... 22
Inter-Generational Influences (IGI) ............................................................................................... 23
Week 6 - Corporate Social Responsibility & Consumer Behavior ......................................................... 24
How and why do consumers respond to corporate social responsibility (CSR) initiatives? ......... 24
Topics................................................................................................................................................. 24
Definitions and categorizations of CSR.......................................................................................... 24
Consumer-company identification ................................................................................................ 25
Consumers’ attributions regarding the company’s motives ......................................................... 26
Company-cause fit/congruence .................................................................................................... 27
EXTRA NOTES......................................................................................................................................... 29
2
,Week 1 - Introduction to Consumer Behavior
Core question
What are the basics of Consumer Behavior?
Studying Consumer Behavior means asking the following questions
How do people “behave” as consumers?
Why do they behave that way?
So what?
What are the implications for organizations?
Topics
What is a consumer?
Consumer is a broad label that refers to any individuals or households that use goods and services
generated within the economy. (http://en.wikipedia.org/wiki/Consumer)
Consumers vs. Customers
Consumer
someone who buys or uses goods or services.
Consumer: consumes uses
Customer
the buyer or user of the products of an individual/organization
Customer purchases
What is CB?
Consumer behavior as “the dynamic interaction of affect and cognition, behavior, and the
environment by which human beings conduct the exchange aspects of their lives.”
In other words, consumer behavior involves the thoughts and feelings people experience and the
actions they perform in consumption processes. It also includes all the things in the environment that
influence these thoughts, feelings, and actions.
3
, CB elements: affect, cognition, behavior, environment
Affect
Emotions, feeling states, moods, attitudes
“I just love Ben and Jerry’s ice cream”
“I’m so pissed off at Vodafone right now”
Cognition
Memory: knowledge, meanings, beliefs
Processes: attention, understanding, evaluation, decision
Conscious and unconscious
“Volvos are safe cars”
“I just don’t get that new Coke Zero commercial”
Behavior
Physical, overt activities
Product purchase, but also shop visits, information search, complaints etc.
Environment
all external stimuli
Social stimuli: culture, social class, reference groups, families
“I’d never drive a French car. I got that from my dad, I guess”
Physical stimuli: locations, stores, products, personnel, etc.
“I never shop at Aldi. It’s just too far too drive”
Overview
4
(by Serge de Sousa and copy.)
Test yourself questions
Week 1 - Introduction to Consumer Behavior ........................................................................................ 3
What are the basics of Consumer Behavior? .................................................................................. 3
Topics................................................................................................................................................... 3
What is a consumer? ....................................................................................................................... 3
What is CB?...................................................................................................................................... 3
CB elements: affect, cognition, behavior, environment ................................................................. 4
Relations between affect and cognition ......................................................................................... 5
Relations between attitude and behavior....................................................................................... 6
Week 2 - Behavior Modification Perspective .......................................................................................... 9
How is Consumer behavior shaped and altered by external stimuli? ............................................. 9
Topics................................................................................................................................................... 9
Classic (Respondent) conditioning .................................................................................................. 9
Operant conditioning .................................................................................................................... 10
Types & schedules of reinforcement............................................................................................. 11
Week 3 - Attitude Formation & Persuasion .......................................................................................... 13
How do consumers form attitudes based on the processing of marketing
communication/information? ....................................................................................................... 13
Topics................................................................................................................................................. 13
Means-End Chain Theory & MECCAS model ................................................................................. 13
Dual Process Models: Elaboration Likelihood Model (ELM) ......................................................... 15
Consumer Response to Advertising .............................................................................................. 16
Week 4 - Consumer Irrationality ........................................................................................................... 18
How can we predict consumers’ irrational behavior? .................................................................. 18
Topics................................................................................................................................................. 18
Value construction ........................................................................................................................ 18
Effect of expectations .................................................................................................................... 19
Zero price effect ............................................................................................................................ 20
Week 5 - Social Influences on Consumer Behavior ............................................................................... 21
How is our Consumer Behavior influenced by other people? ...................................................... 21
Topics................................................................................................................................................. 21
1
, Vicarious (Observational) Learning or Modeling........................................................................... 21
Group conformity & peer pressure ............................................................................................... 22
Inter-Generational Influences (IGI) ............................................................................................... 23
Week 6 - Corporate Social Responsibility & Consumer Behavior ......................................................... 24
How and why do consumers respond to corporate social responsibility (CSR) initiatives? ......... 24
Topics................................................................................................................................................. 24
Definitions and categorizations of CSR.......................................................................................... 24
Consumer-company identification ................................................................................................ 25
Consumers’ attributions regarding the company’s motives ......................................................... 26
Company-cause fit/congruence .................................................................................................... 27
EXTRA NOTES......................................................................................................................................... 29
2
,Week 1 - Introduction to Consumer Behavior
Core question
What are the basics of Consumer Behavior?
Studying Consumer Behavior means asking the following questions
How do people “behave” as consumers?
Why do they behave that way?
So what?
What are the implications for organizations?
Topics
What is a consumer?
Consumer is a broad label that refers to any individuals or households that use goods and services
generated within the economy. (http://en.wikipedia.org/wiki/Consumer)
Consumers vs. Customers
Consumer
someone who buys or uses goods or services.
Consumer: consumes uses
Customer
the buyer or user of the products of an individual/organization
Customer purchases
What is CB?
Consumer behavior as “the dynamic interaction of affect and cognition, behavior, and the
environment by which human beings conduct the exchange aspects of their lives.”
In other words, consumer behavior involves the thoughts and feelings people experience and the
actions they perform in consumption processes. It also includes all the things in the environment that
influence these thoughts, feelings, and actions.
3
, CB elements: affect, cognition, behavior, environment
Affect
Emotions, feeling states, moods, attitudes
“I just love Ben and Jerry’s ice cream”
“I’m so pissed off at Vodafone right now”
Cognition
Memory: knowledge, meanings, beliefs
Processes: attention, understanding, evaluation, decision
Conscious and unconscious
“Volvos are safe cars”
“I just don’t get that new Coke Zero commercial”
Behavior
Physical, overt activities
Product purchase, but also shop visits, information search, complaints etc.
Environment
all external stimuli
Social stimuli: culture, social class, reference groups, families
“I’d never drive a French car. I got that from my dad, I guess”
Physical stimuli: locations, stores, products, personnel, etc.
“I never shop at Aldi. It’s just too far too drive”
Overview
4
