1. A Framework for Consumer Analysis
Chapter 2
A Framework for Consumer Analysis

2. Three Elements for Consumer Analysis

3. Three Elements for Consumer Analysis cont.
Consumer affect and cognition
Affect
Refers to feelings about stimuli and events
Responses can be favorable or unfavorable
Responses can vary in intensity
Cognition
Refers to thinking
Mental structures and processes involved in thinking, understanding, and interpreting stimuli and events
Aspects of cognition are both conscious and automatic

4. Three Elements for Consumer Analysis cont.
Relationships among affect and cognition, behavior, and the environment
Each of the three elements can be either a cause or an affect on a change in one or more of the other elements
Reciprocal system

5. Three Elements for Consumer Analysis cont.
Five implications to viewing consumer processes
Any comprehensive analysis must consider all three elements and the relationships among them
Any of the three elements may be the starting point for consumer analysis
View is dynamic and recognizes that consumers can continuously change
Consumer analysis can be applied at several levels
This framework highlights the importance of consumer research and analysis in developing marketing strategies

6. Three Elements for Consumer Analysis cont.

7. Three Elements for Consumer Analysis cont.
Consumer research and analysis should not end when a strategy has been implemented
Marketing strategy should involve a continuous process

8. Marketing Strategy
A set of stimuli placed in a consumers’ environment designed to influence their affect, cognition, and behavior
Wheel of Consumer Analysis

9. Marketing Strategy

10. Marketing Strategy cont.
Framework is constantly rotating with changes in consumer and marketing strategy
Why marketing strategy is treated as the hub of the wheel
Marketing strategies should be designed to both influence consumers and be influenced by them

11. Levels of Consumer Analysis
Wheel of Consumer Analysis can aid in understanding different levels
Societies
Industries
Market segments
Individual consumers

12. Summary
Overall framework for the analysis of consumer behavior was provided
Described a general approach to developing marketing strategies intended to influence consumers’ affect and cognition, behavior, and environments
Belief that framework can aid in understanding the many complexities of consumer behavior