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Consumer Behavior

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Joel Wallace

on 17 June 2014

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Transcript of Consumer Behavior

Understanding the Social Influence
A Correlating relationship the two.
Two principal elements for success
Attitude toward target is a distal predictor of behavior whose effect is mediated by attitude toward behavior. It implies that attitude towards target may have a positive influence on attitude toward behavior (Guo, Xiao, & Tang, 2009, p. 1154)
Psychological & Social Marketing
Social Influence of Marketing Com.
Consumer Behavior and Consumer Traits
Understanding of people

Branding a product

Unique advertising

Understanding businesses

Customer’s attitude
To perceive & be perceived

Based on various studies


Tangible and Intangible

Associations or Impulse

Brand Consciousness.

Purpose or Drive.


Decision Making Process.

Emotional affects.

Wednesday, June 18, 2014
Vol XCIII, No. 311
Psychological marketing
What Influences Consumer Behavior
~ Psychological Factors

Motivation is a driving force.

Perception is the consumer view.

Beliefs & attitudes are knowledge.

~ Social Factors

Family & friends.

Social groups.

Reference groups.

Roles & status.

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Retrieved from http://search.proquest.com/docview/1330860585?accountid=458
Nayeem, T. (2012). Cultural influences on consumer behavior. International Journal of
Business and Management, 7(21), 78-91. Retrieved from http://search.proquest.com/docview/1353608736?accountid=458
Peter Noel Murray, Ph.D., February 26, 2013, Inside the Consumer Mind, Retrieved from http://www.psychologytoday.com/blog/inside-the-consumer-mind/201302/how-emotions-influence-what-we-buy
Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2010). Consumer Behavior (10th ed.). Pearson Education, Inc., One Lake Street, Upper Saddle River, New Jersey 07458
Guo, L., Xiao, J.J., & Tang, C. (2009). Understanding the Psychological Process Underlying Customer Satisfaction and Retention in a Relational Service. Journal of Business Research, 62(11), 1152-1159. Retrieved from http://www.sciencedirect.com.ezproxy.apollolibrary.com/science/article/pii/S0148296308002531
Shu-Ling, L., Yung-Cheng, S., & Chia-Hsien, C. (2009). The effects of sales promotion strategy, product appeal and consumer traits on reminder impulse buying behaviour. International Journal of Consumer Studies, 33(3), 274-284. doi:10.1111/j.1470-6431.2009.00770.x

Consumer Behavior
O Consumer attitudes

O Consumer Recommendations

O Customs

Social and Cultural Settings:



Background or life history
Reasons why consumers interpret marketing messages differently
Seven Primary Mental Abilities: Louis Leon Thurstone’s Theory
a. Word fluency
b. Verbal comprehension
c. Spatial ability
d. Perceptual speed
e. Numerical ability
f. Inductive reasoning
g. Memory
Full transcript