1. Consumer Behavior Review

2. Customer decision process
Problem Recognition
Information Search
Alternative Evaluation
Choice and Purchase
Post-purchase Experience

3. Perception Sensation Organization Interpretation 5 senses
Categorization
Cause and effect inferences
Interpretation
Evaluations, positive, negative, or neutral

4. Learning Cognitive learning Classical conditioning
Rote memorization
Problem solving
Learn by doing – iterative trial, error, cognition
Classical conditioning
Repeated association of two or more stimuli
Instrumental conditioning (aka Operant conditioning)
Responses conditioned through rewards (pos & neg.)
Modeling -- imitation

5. Three Factors of Attitude
Conative-
Disposition
To Acting
Cognitive-
Thinking
Affective- Feeling

6. Forms of Attitude Acquisition
Low-
Involvement
Hierarchy I
Feeling
Action
Thinking
Low-
Involvement
Hierarchy II
Feeling
Action
Thinking
Learning
Hierarchy
Thinking
Feeling
Action
Emotional
Hierarchy
Action
Feeling
Thinking

7. Communication Model Receiver Sender De- code En- code Feedback NOISE
medium
Feedback

8. Response Hierarchies Response Stages AIDA Attention Interest Desire
Cognitive
Affective
Conative
AIDA
Attention
Interest
Desire
Action
Hierarchy of Effects
Awareness
Knowledge
Liking
Preference
Conviction
Purchase

9. Elaboration Likelihood Model of Persuasion
Elaboration likelihood based on
Motivation to process info
Ability to process info
If High motivation and High ability to process =>
Central route to persuasion (attitude change)
If Low motivation or Low ability to process =>
Peripheral route to persuasion (attitude change)

10. Foote, Cone & Belding Grid
Thinking
Feeling
High
Involvement
Informative
Learn -> Feel -> Do
Affective
Feel -> Learn -> Do
Low
Habit formation
Do -> Learn -> Feel
Self-satisfaction
Do -> Feel -> Learn

11. Cognitive Response Model
Product/Message Thoughts
Brand Attitudes
Source-oriented Thoughts
Purchase Intent
Exposure
Attitude toward Specific Comm.
Thoughts about Comm. itself