Management and Organizational Studies 1021A/B Lecture Notes - Lecture 1: Reference Group, Consumer Behaviour

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Tara Lee

Document Summary

Consumer behavior researchers study consumer activities associated with the purchase, use and disposal of goods and services, including he consumers emotional, cognitive and behavioral responses that precede, determine or follow these activities. The goals of consumer behavior researchers are to describe, predict, influence and or explain consumer responses. Consumer behavior researchers use a variety of research methods including quantitative (e. g: lab and field experiments, surveys) and qualitative (e. g: interviews, observation) approaches. Consumers in the marketplace: perception how we interpret external stimulation. Ex: cigarettes seeing a light colored package or seeing the word ultra light cigarettes makes people think those cigarettes are less harmful. Bias can come from stereotypes: personality. Personality matters in consumer behavior products or services you choose you want to reflect your personality. Motivation makes consumer pursue a certain goal: attitude overall evaluation of certain object (like or dislike)