Presentation created by: Aneudy Rosario Consumer Psychology.

Slides:



Advertisements
Similar presentations
Chapter 1 Understanding Consumer Behavior. Learning Objectives~ Ch. 1 1.Define consumer behavior (cb) and explain its elements. 2.Identify the 4 domains.
Advertisements

CONSUMER PSYCHOLOGY Presentation created by: Peggy Sue Loroz and Maria Cronley Gonzaga University and Miami University of Ohio Division 23, Society for.
Chapter 1 Understanding Consumer Behavior © 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly.
Sociology: Chapter 1 Section 1
Chapter 3 Doing Sociological Research 1. Sociology & the Scientific Method The research process: 1.Developing a research question 2.Creating a research.
47.269: Research I: The Basics Dr. Leonard Spring 2010
What Have We Covered So Far? Problem Formulation and Approach
Psychology Major The Psychology Major Major Requirements: Requirements for the B.A., in addition to school requirements, begin with PS 101, followed.
Chapter 5Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 1. Explain why marketing managers should understand consumer.
Learning Goals Learn the consumer market and construct model of consumer buyer behavior Know the four factors that influence buyer behavior Understand.
Observing Behavior A nonexperimental approach. QUANTITATIVE AND QUALITATIVE APPROACHES Quantitative Focuses on specific behaviors that can be easily quantified.
Research Methods Chapter 1. Behavioral Research Behavioral Medicine Communication Criminology Human Development Education Psychology Sociology.
Introduction to Communication Research
1 Matakuliah:G0492/ English for Advertising Tahun: 2005/2006 The Consumer Audience Consumer Behavior Cultural and Social Influences on consumers Psychological.
Buyer Behavior and the Psychology of Selling: To individual consumers and to the Organizational Buyers.
Chapter 6 Consumer Attitudes Consumer Attitudes.
MARKETING RESEARCH Samir K Mahajan. NATURE OF MARKETING RESEARCH Marketing research is a systematic and objective process of identifying and formulating.
Chapter 6 Consumer Markets and Consumer Buying Behavior
Formulating objectives, general and specific
Nature and Scope of Marketing Research
Principles of Marketing Lecture-15. Summary of Lecture-14.
Definitions Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buy goods and services for personal.
Customer-Driven Marketing
Outline Consumer behavior Social and cultural influences on consumers Psychological influences on consumers The decision process Chapter 5 Account Planning.
History & Research Research Methods Unit 1 / Learning Goal 2.
Chapter no : 4 How Advertising work
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Psychology Liudexiang
Chapter 1 Introduction: Diversity in the Marketplace.
INDIVIDUAL BUYER BEHAVIOUR. Learning objectives After reading this chapter, you should be able to: Define consumer buying behaviour. Define the consumer.
 Consumer Behavior Consumer Behavior  Model of Consumer Behavior Model of Consumer Behavior  Characteristics Affecting Consumer Behavior Characteristics.
Marketing: An Introduction Armstrong, Kotler
CONSUMER BEHAVIOR CHAPTER 5. Problem Recognition: Perceiving a Need Information Search: Seeking Value Alternative Evaluation: Assessing Value  Evaluative.
A Behavioral Science and Research Perspective. What Behavioral sciences do you think are involved to Organizational Behavior?
Consumer markets Chapter 7
Marketing 333 Chapter 5 Final Consumers and their Buying Behavior.
Customer Loyalty and Product Strategy Chapter 12.
Chapter Five Consumer and Business Buyer Behavior.
Copyright © Houghton Mifflin Company. All rights reserved.7 | 1Copyright © Cengage Learning. All rights reserved.1 | 1 Chapter One Understanding Consumer.
CHAPTER 2 Research Methods in Industrial/Organizational Psychology
Chapter 5 Consumer Decision Making
1-1 Chapter 1 Introduction: Consumer rule. 1-2 Objectives of One-to-One Marketing To attain customers Sell them more products Make a profit.
Marketing Research Process and Types of Marketing Research.
Chapter 5- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Five Consumer Markets and Consumer Buyer Behavior.
Adeyl Khan, Faculty, BBA, NSU Chapter 12. Adeyl Khan, Faculty, BBA, NSU Marketing - set of processes for creating, communicating, and delivering value.
Consumer Markets and Consumer Buyer Behavior Chapter 5.
Principles of Marketing
Consumer Markets and Consumer Buyer Behaviour. Session Outline  What is Consumer Buyer Behaviour  Model of Consumer Behaviour  Characteristics Affecting.
© 2009 South-Western, Cengage LearningMARKETING 1 Chapter 5 MARKETING INFORMATION AND RESEARCH 5-1Understanding the Need for Market Information 5-2Finding.
Ch. 1 Consumer Behavior vs. Marketing Strategy
Environmental Systems and Society Internal Assessment.
Consumer and Business Buyer Behavior Consumer Buying Behavior Refers to the buying behavior of people who buy goods and services for personal use.
Chapter One Understanding Consumer Behavior. Copyright © Houghton Mifflin Company. All rights reserved.7 | 2Copyright © Houghton Mifflin Company. All.
Chapter 1 Consumer Behavior and Marketing Strategy.
1 Understanding Consumer Behavior Consumer behavior consumers make purchase decisions consumers use and dispose of product = HOW.
BUSINESS 1 Understanding Marketing Processes and Consumer Behavior.
1 Chapter 5 Consumer and Business Buyer Behavior.
 Copyright 1999 Prentice Hall 5-1 Chapter 5 PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong Consumer Markets and Consumer Buyer.
Psychology Notes 1.1.
Consumer Markets and Consumer Buyer Behavior
Consumer Markets and Consumer Buyer Behavior
Consumer Behavior & Psychology
Consumer Markets and Consumer Buyer Behavior
CONSUMER MARKETS AND CONSUMER BUYING BEHAVIOR
Consumer Markets and Consumer Buyer Behavior
Consumer Markets and Consumer Buyer Behavior
Consumer Markets and Consumer Buyer Behavior
Consumer Markets and Consumer buyer behavior
Careers in Psychology Module 3.
Outline Consumer behavior Social and cultural influences on consumers Psychological influences on consumers The decision process Chapter 5 Account Planning.
Presentation transcript:

Presentation created by: Aneudy Rosario Consumer Psychology

What is Consumer Psychology? Consumer psychology is the study of human responses to product and service related information and experiences. Psychology is the study of the mind, human experience and behavior. Consumer psychologists study consumer activities associated with the purchase, use, and disposal of goods and services, including the consumer’s emotional, cognitive, and behavioral responses that precede, determine, or follow these activities. A broad range of product and service related information is relevant to consumer psychology, including marketer initiated stimuli (e.g., advertisements, websites, package labels, coupons, point-of-purchase displays), consumer magazines and other media, as well as word-of- mouth communications from friends and relatives.

Consumer Psychology Consumer psychology employs theoretical psychological approaches to understanding consumers. Consumer psychologists draw upon social, cognitive, developmental, and other psychology domains. Consumer psychologists use a variety of research methods including quantitative lab and field experiments, surveys, and qualitative, interviews, observation approaches. The goals of consumer psychologists are to describe, predict, influence, and/or explain consumer responses.

History * The field of Consumer Psychology grew as consumer society grew An increased interest in understanding consumers was driven by: Increased production and adoption of consumer goods (ranging from Coca-Cola to household appliances and automobiles) in the 1920’s and 1930’s The advent of advertising via radio (1920) and television (1941) After World War II, governments around the world sought to strengthen their economies in part through increased consumer spending, further bolstering interest in this area.

Why Study Consumer Psychology? To improve business performance To influence public policy To educate and help consumers make better decisions

What Consumer Psychologists Do IN THE LABORATORY, a psychologist is tracking eye movements as research participants observe a succession of soft drink containers. AT A GOVERNMENT BUREAU, a psychologist presents the results of a study concerning consumer responses to an advertising claim that is literally true but has false inferential implications. AT AN AUTOMOBILE COMPANY, a psychologist assesses consumer responses to various combinations of product features to help engineers determine the optimal combination. AT A UNIVERSITY, a psychologist is helping to develop a theoretical model of financial decisions made by families. AT AN ADVERTISING AGENCY, a psychologist is presenting study findings that show how well alternative advertisements improve attitudes toward a brand of coffee.

Primary Domains of Inquiry Memory and Learning Perception and Attention Motivation and Emotions Information Processing Attitude Formation and Change Decision Making Personality and Self-concept Culture and Values Group and Interpersonal Influence

Studying Consumer Psychology Training in consumer psychology is designed to provide students with: experience in analyzing and evaluating human behavior patterns an understanding of the scientific process and how to go about hypothesis testing the ability to translate complex issues into testable alternatives experience in both non-experimental and experimental design the ability to apply descriptive and inferential statistics the ability to analyze data and interpret findings experience in writing proposals and research reports in a clear and precise manner

g The psychology of how the consumer is influenced by his or her environment for instance culture, family, signs, media.

Resources for Programs Society for Consumer Psychology APA Division 23, Consumer Psychology