WEEK 2: BEHAVIORAL CONTEXT OF CONSUMER EDUCATION Flashcards
Main theoretical orientation of Family and Consumer Sciences.
Human Ecology Theory
Elements of Consumer Education
- For whom is Consumer Education
- What can be learned
- Context
- Content
Elements: What can be learned?
Knowledge, Attitudes,
Behavior
Elements: Content
- Products
- Ideas
- Services
Behaviorally oriented framework
- Individuals & groups actively participating…
- in consumer programs and…
- should gain competence in the knowledge and skills needed…
- to make decisions and take actions as consumers which
- should be reflected in the various modes of consumer behavior
Specific Modes of Consumer Behavior
- Coping
- Questioning
- Planning
- Purchasing
- Conserving
- Participating
- Influencing
Specific Modes:
includes applying basic consumer survival skills to everyday situations.
Coping
Specific Modes: encourages a think-for-yourself attitude by asking questions before
purchasing and to challenge misinformation
Questioning
Specific Modes: includes the process of managing
financial resources and obtaining income as well as spending, saving,
investing, borrowing, and taxpaying
Planning
Specific Modes:
decision-making in buying goods and services.
Purchasing
Specific Modes:
encourages consumer actions that preserve the use of resources
efficiently and effectively.
Conserving
Specific Modes:
involvement as a citizen in policy decisions concerning business,
government and community living.
Participating
Specific Modes: active participation in
drafting/modifying consumer policies, institutions and others to
affect consumer interests.
Influencing
What can the Consumers Learn?
- Knowledge
- Skills
- Attitudes
Learning: factual, procedural, conceptual,
principle
Knowledge
Learning: cognitive, behavioral, reactive,
interactive
Skills
Learning: consistency, feelings, readiness
Attitudes
The Educational Process
Goal > Learning Events >
Assessment
Forms of Consumer Education
- Stimulating Sales or Use
- Building Trust
- Increasing Satisfaction
- Protection against fraud
- Lifestyle check
- Information Awareness
Causes of Consumer Problem
- Lack of knowledge and skills
- Flaws in the Environment
- Lack of Motivation
- (Value x Expectancy =
Motivation) - Lack of incentives
Forces that Drives a Need for Consumer Education
- Marketing Forces
- Legal Forces
- Organizational Forces
Forces: Marketing Forces
- Correcting misconceptions
- Increasing consumer satisfaction
- Stimulating demand
Forces: Legal Forces
- Limiting/Upholding product liability
Forces: Organizational Forces
- Reducing costs
- Promoting common vision and values
Restraining Forces for CE
- No Return of Investment
- Inexperience with consumer
education - What could the consumers learn?
involves finding data on
consumer behaviors/preferences to
establish a target market segment
for a product/service.
Consumer Research
a research methodology use since the late 1990s in the fields of consumer behavior and marketing.
Netnography
Comprehensive Theory of Choice (Factor)
- Goal Formation
- Acquisition
- Consumption
- Disposition
Process of Evaluating CE Program
- Systematically gather evidence
- Analyze the evidence
- Draw conclusions
- Effective, efficiency, appealing
a law that protects the interest of the consumer, promote his/her general welfare and to establish standards of conduct for business and industry.
The Consumer Act of the
Philippines (RA 7394)
A driving force for ‘alternative’ sustainable consumption, via
expression through consumer behavior such as purchasing local organic food.
Ecological Citizenship
CTC: Desire, priority, preference, intention
Goal Formation
CTC:
* Access
* Exchange
* Delivery
Acquisition
CTC: Preparation, maintenance, use, storage
Consumption
CTC:
Trash, sell, recycle, give
Disposition
