Consumer Behaviour
Edith Cowan University (ECU )
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Consumer Behaviour MKT2608 Lecture 8: Persuasion (extended)
- Summary • 9 pages • 2018
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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
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Consumer Behaviour MKT2608 Lecture 7: Decision Making (extended)
- Summary • 12 pages • 2018
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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
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Consumer Behaviour MKT2608 Lecture 6: The Self (extended)
- Summary • 7 pages • 2018
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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
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Consumer Behaviour MKT2608 Lecture 5: Attitudes (extended)
- Summary • 10 pages • 2018
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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
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Consumer Behaviour MKT2608 Lecture 4: Motivation and Involvement (extended)
- Summary • 8 pages • 2018
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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
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Consumer Behaviour MKT2608 Lecture 1: Unit Introduction (extended)
- Summary • 5 pages • 2018
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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
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Consumer Behaviour MKT2608 Lecture 2: Perception (extended)
- Summary • 7 pages • 2018
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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 

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