introduction Flashcards
What is consumer behaviour?
The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and wants. The process involved when people want to satisfy needs and wants. (ongoing, not a static situation)
Consumer Behavior Involves
Many Different Actors:
Influencer, decision maker, purchaser, user
Consumer Behaviour is a “Process”
Marketers need to consequently pass from consumers to marketers perspective
The Meaning of Consumption
People often buy products not for what they do, but for what they mean.
Do Marketers Create Artificial Needs?
Need: A basic biological motive
Want: One way that society has taught us how our needs can be satisfied
Objective of marketing:
Create awareness that needs exist, not to create needs
Consumerism
Consumerism is a social and economic order that is based on the systematic creation and fostering of a desire to purchase goods or services in even greater amounts.
The Dark Side of Consumer Behavior
As consumers, our worst enemies are sometimes ourselves.
Consumption, well-being, health
Addictive Consumption
Psychological or physiological dependency on products or services, such as:
- smoking, drinking, drugs
- Food addiction (pathological disorder)
- Gambling
- Addiction to technology (internet addiction disorder)
Compulsive Consumption
Repetitive consumption, often excessive.
“shopaholics”
Compulsive vs. impulsive consumption
Enduring behaviour, Temporary behaviour
Positivism (Modernism)
Human reason is supreme and there is a single, objective truth that can be discovered by science
The world is rational, ordered place with a clearly defined past, present and future
Interpretivism (Postmodernism)
We construct our own meanings based on our cultural experiences, so there are no single right or wrong answers
Positivist vs. Interpretivist Approaches
Assumptions: Positivist // Interpretivist
Nature of reality: objective, tangible, single // socially constructed, multipple
Goal: prediction // understanding
Knowledge generated: time free context-independent // time-bound context dependant
View of causality: existence of real causes // multiple, simultaneous shaping events
Research relationship: separation between researcher and subject // interactive, cooperative with researcher being part of phenomenon under study
What is marketing
Marketing refers to activities a company undertakes to promote the buying or selling of a product or service. Marketing includes advertising, selling, and delivering products to consumers or other businesses
The Global Consumer
People united by common devotion to:
Brand name Consumer goods Movie stars Celebrities Leisure activities
