Chapter 1: An Introduction to Consumer Behavior

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Chapter 1 An Introduction to Consumer Behavior

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Consumer Behavior

• The study of the
• buying units and the
• exchange processes involved in
• acquiring,
• consuming, and
• disposing of
• goods,
• services,
• experiences, and
• ideas.

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Why Study Consumer Behavior?

• Foundation of Marketing Management
• Public Policy and Consumer Behavior
• Altruistic Marketing
• Personal Value

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Three Research Perspectives on Consumer Behavior

• The Decision-Making Perspective
• The Experiential Perspective
• The Behavioral Influence Perspective

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The Decision-Making Perspective

• Consumers perceive a problem then move through a
  series of rational steps to solve it

• Problem Recognition
• Search
• Alternative Evaluation
• Choice
• Postacquisition Evaluation

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The Experiential Perspective

• Buying results from the consumers need for fun,
  to create fantasies, obtain emotions, and
  feelings.

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The Behavioral Influence Perspective

• Strong environmental forces propel consumers to
  make purchases without necessarily first
  developing strong feelings or beliefs about the
  product.

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Exchange Processes and Consumer Behavior

• Exchange transfer of something tangible or
  intangible, actual or symbolic, between two or
  more social actors.

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Prerequisites for Exchange

• Two or more parties
• Something of value to the other
• Capable of communication and delivery
• Free to accept or reject the other's offer
• Believe that it is appropriate or desirable to
  deal with the other

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Elements of Exchange Six Types of Resources Are
Exchanged

• Goods
• Service
• Money

• Information
• Status
• Feelings

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Dimensions of Exchange Relations

• Four types of consumer exchange relations have
  been identified
• Restricted versus Complex
• Internal versus External
• Formal versus Informal
• Relational versus Discrete

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Ethical Issues in Consumer Exchange Relations

• Ethics the study of the normative judgments
  concerned with what is morally right and wrong,
  good and bad.

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Ethical Issue Examples

• Misrepresentation
• Conflict of interest
• Free riding

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Ethical Guidelines

• The golden rule
• The professional ethic
• Kants categorical imperative
• The TV test

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An Organizing Model of Consumer Behavior

• Five primary components
• The Buying Unit
• The Exchange Process
• The Marketer's Strategy
• The Individual Influencers
• The Environment