1. Consumption Behavior

2. Entire Population
Users
Nonusers
When is it Consumed?
Where is it Consumed?
How is it Consumed?
How much is Consumed?
Proximity to purchase
Time of day
Situation A
Situation B
Usage 1
Usage 2
Heavy User
Moderate User
Light User

3. Consumption Experience
Purchase Need
Product Purchase
Product Consumption
Receiving positive outcomes
Positive Reinforcement
Purchase Need
Product Purchase
Product Consumption
Avoiding/ reducing negative outcomes
Negative Reinforcement
Purchase Need
Product Purchase
Product Consumption
Receiving negative outcomes
Punishment

4. Shaping Consumer’s interpretation of the consumption experience
E.g. Some of you are led to anticipate that a coffee they are about to drink it is bitter tasting, but the rest of you are not led to expect this. All of you then drink the same coffee. A study testing exactly this situation showed that, when asked to rate the coffee’s bitterness, those expecting a bitter coffee rated the coffee as more bitter than those not expecting bitterness.

5. Consumption norms and rituals
Consumption norms represent informal rules that govern our consumption behavior. E.g. gifts representing expressions of love are exchanged on valentine’s day.
Consumption rituals are defined as “a type of expressive, symbolic activity constructed of multiple behaviors that occur in a fixed, episodic sequence, and that tend to be repeated over time”.

6. Compulsive Consumption
Compulsive consumption is defined as a response to an uncontrollable drive or desire to obtain, use or experience a feeling, substance, or activity that leads an individual to repetitively engage in a behavior that will ultimately cause harm to the individual and possibly others.

7. Understanding consumption through Ethnography
Ethnography involves describing and understanding consumer behavior by interviewing and observing consumers in real world situations.
Shadowing: Observing people
Behavioral Mapping: Photographing people
Consumer Journey: Keeping track of all the interactions a consumer has with a product
Camera Journals: Asking consumers to keep visual diaries of their activities and impressions relating to a product
Extreme user interview: Talking to people who really know about a product and evaluating their experience using it.
Storytelling: Prompting people to tell personal stories about their consumption experience
Un focus Groups: Interviewing a diverse group of people.

8. Post Consumption Evaluations
Satisfied
Dissatisfied (can lead to complaints and lawsuits)
Importance of Satisfaction
Influences repeat buying
Shapes word of mouth and word of mouse communication
Lowers consumer’s price sensitivity
Implications for customer recruitment
Ultimately affects shareholder value

9. What determines Satisfaction?
Product performance
Consumption feelings
Expectations
If product delivers less than expected, Negative Disconfirmation
Regret
Rage
When the product provides more than expected, Positive confirmation
When performance matches expectation, Confirmation.