Consumer Behavior（Second Edition）.doc

Consumer Behavior（Second Edition） Consumer Behavior Second Edition Text by Profs. Hoyer and MacInnis PowerPoint by Prof. Milton Pressley University of New Orleans Note to Users About the Exhibits from the Book For your convenience many of the conceptual models or figures from the book have been included. On occasion, as seen in the example to the right, the print in these will be too small to be easily read. When this occurs, students may wish to refer to the same figure in the book to follow along more easily . . . and take notes where appropriate. Chapter 1 Understanding Consumer Behavior Text by Profs. Hoyer and MacInnis PowerPoint by Prof. Milton Pressley University of New Orleans Chapter Overview Defining Consumer Behavior What Affects Consumer Behavior? Psychological Core (Internal Processes) Decision Making Process Consumer’s Culture (External Processes) Consumer Behavior Outcomes Who Benefits from the Study of Consumer Behavior? Definition Consumer behavior reflects the totality of consumers’ decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by (human) decision making [over time]. Consumer Behavior Involves Products, Services, Activities, and Ideas In addition to products, consumer behavior involves: Services Activities Ideas Exhibit 1.2: What is Consumer Behavior? Consumer Behavior Involves More Than Buying Acquiring Using Disposing Consumer Behavior Is a dynamic process Can involve many people Involves many decisions Consumer Decisions To acquire, use, or dispose Whether? What? Why? Why Not? How? Ways? When? Where? How much? How often? How long? What Affects Consumer Behavior? Exhibit 1.9: A Model of Consumer Behavior What Affects Consumer Behavior? Consumer’s Culture Consumer Behavior Outcomes Process of Making Decisions Psychological Core What Affects Consumer Behavior? Having motivation, ability, and opportunity Exposure, attention, and perception Categorizing and c