The undergraduate consumer behavior course is ideally suited to experiential learning. This presentation includes some suggestions that allow students to "get their hands dirty" by studying consumption firsthand. These ideas include a set of field projects encouraging students to apply course concepts (e.g., media logs to track product placement on popular sitcoms, collection of photos exemplifying current ideals of beauty, a ritual photoessay, etc.), a group project focused on popular culture phenomena, and the use of web-based resources to enhance the classroom experience. The latter activities include a new collaborative undertaking: A web-based data collection tool that monitors emerging trends and fashions among college students currently taking the Consumer Behavior course in participating universities. This project provides real-time feedback to participants about "cool" and "uncool" products and activities at different schools, and simultaneously serves as a real- world springboard that allows the instructor to address such topics as diffusion of innovations, fashion trends, and lifestyle segmentation.
Consumer Behavior Michael R. Solomon Pdf Download.rarl
In the 1940s and '50s, marketing was dominated by the so-called classical schools of thought which were highly descriptive and relied heavily on case study approaches with only occasional use of interview methods. At the end of the 1950s, two important reports criticized marketing for its lack of methodological rigor, especially the failure to adopt mathematically-oriented behavioral science research methods.[2] The stage was set for marketing to become more inter-disciplinary by adopting a consumer-behaviorist perspective.
In its early years, consumer behavior was heavily influenced by motivation research, which had increased the understanding of customers, and had been used extensively by consultants in the advertising industry and also within the discipline of psychology in the 1920s, '30s, and '40s. By the 1950s, marketing began to adopt techniques used by motivation researchers including depth interviews, projective techniques, thematic apperception tests, and a range of qualitative and quantitative research methods.[4] More recently, scholars have added a new set of tools including ethnography, photo-elicitation techniques, and phenomenological interviewing.[5] Today, consumer behavior (or CB as it is affectionately known) is regarded as an important sub-discipline within marketing and is included as a unit of study in almost all undergraduate marketing programs.
Specific brand names enter the consumer's consideration set based on the extent to which they satisfy the consumer's purchasing objectives and/or the salience or accessibility of the brand at the time of making the purchase decision.[28] By implication, brand names that are more memorable are more likely to be accessible. Traditionally, one of the main roles of advertising and promotion was to increase the likelihood that a brand name was included in the consumer's evoked set.[29] Repeated exposure to brand names through intensive advertising was the primary method for increasing top-of-mind brand awareness. However, the advent of the Internet means that consumers can obtain brand/product information from a multiplicity of different platforms. In practice, the consideration set has assumed greater importance in the purchase decision process because consumers are no longer totally reliant on memory. This is marketing, which could be defined as "the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return."[30] This definition strongly implies that the relationship is built upon an exchange and the "creation" of value. This means that a need is built for a consumer, with the product presented or advertised to them through an analytical study of the user's patterns of consumption and their behaviors and habits. The implication for marketers is that relevant brand information should be disseminated as widely as possible and included on any forum where consumers are likely to search for product or brand information, whether traditional media or digital media channels. Thus, marketers require a rich understanding of the typical consumer's touchpoints.
Traditional models of consumer behaviour were developed by scholars such as Fishbein and Ajzen [158] and Howard and Sheth [159] in the 1960s and 70s. More recently, Shun and Yunjie have argued that online consumer behaviour is different to offline behaviour and as a consequence requires new theories or models.[160] After COVID-19, online consumer behavior seems more essential, because since COVID-19 began, there were about 31% more people started shopping online with 43% of all respondents compared to only 12% of respondents before COVID-19.[161]
Consumer behavior in certain ways affects how much material is used to produce goods, how much material is recycled or composted, how much ends up as pollution, how much ends up in landfills, where goods are produced, how far they travel, and the carbon footprint of manufacturing, transportation, and disposal. Green marketing targets consumers who take the environmental impact of their purchases into account. One 2017 study found no impact of green marketing on consumer behavior in Bangladesh.[citation needed] The study suggests policies be made that decrease the cost of eco-friendly products. It also encourages the implementation of programs which raise consumer awareness regarding the issue of green consumption.
There are psychological factors which contribute to a consumer's perception surrounding their personal contributions to climate change inducing actions. One of the more well studied biases is referred to as the "better-than-average", or self-enhancing bias.[177] This bias depicts an individual's tendency to perceive that their actions are superior, especially when compared to peers or demographically similar consumers. It has been found that this cognitive bias is indeed present when considering how consumers perceive their pro-environmental efforts.[177] This may be a result of information about climate change leading to feelings of guilt and concern, which activates an unconscious thought process (denial, the better-than-average effect, and other cognitive reactions) that leads to a reduced perception of the threat of climate change. It is a mental defense mechanism that ultimately leads to a reduction in perceived individual responsibility to take part in green behaviors and one-planet-living.[177]
The course introduces students to marketing and consumer behavior. Central in the course is the process and activities consumers engage in when acting on todays markets e.g., selecting, purchasing, using, evaluating, and disposing products and services. At the core of consumer behavior is the study of how the world is influenced by the actions of marketers and the understanding of the wider role of consumers, consumption culture and consumerism in todays world. 2ff7e9595c
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