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Transcript of Consumer Behavior
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
To perceive & be perceived
Based on various studies
Tangible and Intangible
Associations or Impulse
Purpose or Drive.
Decision Making Process.
Wednesday, June 18, 2014
Vol XCIII, No. 311
What Influences Consumer Behavior
~ Psychological Factors
Motivation is a driving force.
Perception is the consumer view.
Beliefs & attitudes are knowledge.
~ Social Factors
Family & friends.
Roles & status.
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Retrieved from http://search.proquest.com/docview/1330860585?accountid=458
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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
O Consumer attitudes
O Consumer Recommendations
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