Consumer Behavior Jeremy Kees, Ph.D.

Intrapersonal Factors Needs and Motives Perceptions Attitudes Learning Self-Concept

Needs and Motives

Perceptions Key variable in marketing Recall our lecture on the Consumer Decision Making Process…

Attitude Components of Attitude: –_________: What we think –___________: How we feel –__________: How we act Strategies for changing consumer attitude…

Learning Drive Cue Response Reinforcement Implications for marketing…

Self-Concept A person’s multifaceted picture of himself or herself, composed of the: –Real self –Self-image –Looking-glass self –Ideal self

Interpersonal Factors Culture Social Influences Family Influences

Culture Culture: values, beliefs, preferences, and tastes handed down from one generation to the next What are some characteristics of American culture??

Culture and International Marketing Culture is perhaps the most critical aspect of doing business internationally ____ - ________ ________ = one’s tendency to judge others based on our own cultural experiences _____________ = regarding one’s own culture as superior than another

Culture ___________: Subgroup of culture with its own, distinct modes of behavior –Cultures are not homogeneous entities with universal values –Subcultures can differ by: Ethnicity or Nationality Age or Gender Religion Social class or Profession

Culture

Social Influences Group membership influences an individual’s purchase decisions and behavior in both overt and subtle ways _________ ________:_________ ________: groups whose value structures and standards influence a person’s behavior

Social Influences _______ ________:_______ ________: groups whose rankings are determined by occupation, income, education, family background, and residence location

Family Influences Family Decision-Making Structures –Autonomic –Husband-dominant –Wife-dominant –Syncratic Children’s Influence