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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

Presentation

Tangible and Intangible

Associations or Impulse
Traits

Brand Consciousness.

Purpose or Drive.

Behavior

Decision Making Process.

Emotional affects.

$2.50
Wednesday, June 18, 2014
Vol XCIII, No. 311
Psychological marketing
What Influences Consumer Behavior
ANY QUESTIONS?
~ 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.




References
Jones, T. O., & Sasser, Jr., W. E. (1995, November-December). Why satisfied customers defect. Harvard Business Review, (), 8.
Lester, D. (2013). Measuring Maslow's hierarchy of needs. Psychological Reports, 113(1), 1027-1029.
LIn, J. C., & Lin, C. (2010, May). What makes service employees and customers smile. Journal of Service Management, 22(2), 4.
Mocean, L. (2012). The consumer behavior in social networks. Paper presented at the 274-282.
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:
Age

Gender

Education

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