M1S2: Perspectives On Consumer Behavior 4 Flashcards
- Studies complex mental processes that underlie
consumer decision making.
● Perception
● Formation of beliefs about brands
● Attitude development and change
● Integration
Cognitive learning theory:
Complexity of learned meanings, values, norms, and
customs shared by members of society.
- Smaller segments within a culture, whose beliefs,
values, norms, and patterns of behavior set them
apart from the larger cultural mainstream.
Subcultures
- Homogeneous divisions in a society into which people sharing similar lifestyles, values, norms, interests, and
behaviors can be grouped.
Social class:
● - Group whose presumed perspectives or values are being used by an individual as basis for judgments,
opinions, and actions.
- Types: Associative, aspirational, or dissociative.
- Can include families.
Reference Groups
The initiator. The person responsible for initiating the
purchase decision process— for example, the mother
who determines she needs a new car
The initiator.
- Specific situation in which consumers plan to use the
product or brand directly - affects their perceptions, preferences, and purchase
behaviors. - Types: Usage, purchase, and communications
situation.
Situational Determinants
The selection process’s criteria are
influenced by the person who influences it, with all family members potentially participating, with the mother having her own criteria.
The influencer.
The individual responsible
for gathering information to be used in making the decision—for example, the teenage car buff who
knows where to find product information in specific
magazines or collects it from dealers
The information provider.
The decision maker(s). The person (or persons) who actually makes (make) the decision. In our example, it
may be the mother alone or in combination with
another family member
The decision maker(s)
The individual who performs
the physical act of making the purchase. In the case of a car, a husband and wife may decide to choose it together and sign the purchase agreement
The purchasing agent.
The actual user of the product. In the
case of a family car, all family members are
consumers. For a private
The consumer.
- Qualitative methods.
- Linguistic or historical perspective of communications.
- Examining symbolic meanings of advertising and facets of consumption.
New Methodologies
- Leads to better understanding of:
- Cultural significance of advertising messages.
- Influence of advertising images on society.
New Insights
Alternative Approaches to Consumer Behavior
New Methodologies
New Insights
