Summary: Consumer Behavior

Read the summary and the most important questions on consumer behavior

• 1 lecture 1

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• What is consumer behavior?

  1. Obtaining products & sevices
  2. Consuming products & services
  3. Disposing of products & services

• 1.1 motives, needs and values

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• Maslow believes that motivatoin is a result of an attempt at fulfilling 5 different needs. What needs?

  1. Physiological
     
  2. safety
  3. social
  4. esteem
  5. self-actualization

• The self-determination theory identifies 3 innate needs, that if satisfied, allow optimal function and growth. What 3 needs?

  1. Competence (want to be good at something)
     
  2. relatedness (want to interact and connect)
  3. autonomy (making own decisions and be happy with who you are)

• 1.2 personality

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• What are the big 5 personallities?

  1. Openness (creative, abstract thinking)
     
  2. conscientiousness (high level of thoughtfulness, mindful of deadlines) 
  3. extraversion (outgoing)
  4. agreeableness (cooperative)
  5. neuroticism (mood swings)

• Methods for studying consumer behavior

  Interviews and surveys
  experimentation

• How to predict consumer behavior?

  Using a scientific approach; use of scenarios, intuition, common sense.

• 2 lecture 2

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• How do firms influence consumers need recognition?

  1. Remind customers
  2. Lower perceived actual state
  3. Raise consumers plausible desired state;
  - make it more desirable
  - make it more plausible

• 2.1 attitude

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• What are the functions of attitudes?

  1. Utilitarian - is something bad or good?
     
  2. higher psychological needs - values, social relationships

• In what 3 ways can you measure attitudes?

  1. Attitude scale (online)
     
  2. survey
  3. indirectly (measure attitudes that people are not aware of)

• What are 3 ways in which attitude can be learned?

  1. Evaluative - new stimuli combined with what we already know
     
  2. operant or instrumental - (use of rewards and punishment)
  3. observational - (imitating attitudes, role models)