Introduction

Question 1

def anti-consumption

Answer 1

intentionally not buying a product because of certain beliefs or values

Question 2

def consumer behaviour (#1)

Answer 2

CB is an understanding of how and why consumers acquire, use, and dispose goods, services, experiences, ideas, and people.

Question 3

def consumer behaviour (#2) (about the wheel)

Answer 3

CB is the dynamic interaction in the wheel of consumer behaviour by which human beings conduct the exchange aspects of their lives.

Question 4

def wheel of consumer behaviour
how is it dynamic?

Answer 4

consumer behaviour (what they do)
+ affect and recognition (what they feel and think about it)
+ consumer environment (everything around them)

in the middle, there’s marketing strategy (segmentation, targeting, positioning)

https://www.notion.so/earie/1-Intro-150c68207d03427695263b7520615007

dynamic in two ways:

1. if one changes, the other two change as well
2. changes all the time (due to human nature)

Question 5

def needs and def wants

Answer 5

needs = state of deprivation 
wants = desire

Question 6

state 3 stakeholders of CB

Answer 6

1. marketing org (for developing market strategies)
2. public policy-makers (campaigns for safety of customers)
3. consumers (understanding themselves)

Question 7

def 5 marketing management orientations and how (all of them together) are connceted with CB

Answer 7

1. the production concept
2. the product concept
3. the selling concept
4. the marketing concept
5. the societal marketing concept
   the higher the number, the more important the CB knowledge is

Question 8

def transformative consumer approach

Answer 8

encourages research that benefits consumer welfare = consumer research (can be basic=theoretic or applied, quantitative or qualitative, field or lab)

3 traditions:

1. psychological (focused on individual, psychology)
2. interpretative (focused on totality, context - sociology)
3. mathematic (rules that are in place, models)