ENVI 405 Lecture Notes - Lecture 11: Shampoo, Media Culture
Consumer Behavior
Totality of consumers decisions with respect to the acquisition, consumption and disposition of goods,
services, time and ideas by decision making
Acquisition
Consumer comes to own an offering.
Usage
Consumer uses an offering.
Disposition
Consumer discards an offering.
Attitudes
DO NOT predict behavior
Factors affecting consumer behavior
Psychological core
Consumer's decision making process
Consumer culture & behavioral outcomes: external process
Process of making decisions
1. Realize a need (my car is dirty, I need car washing shampoo)
2. Understand your options (different brands, price)
3. Satisfaction level (did it do the job?)
Repurchase intentions (would I buy again?)
Who benefits from consumer behavior?
Marketing managers
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Ethicists and advocacy groups
Public policy makers
Consumers
Transformative Consumer Research
Promotes consumer well being and improved quality of life (with consumption) through research and
training.
Studies have found that children with LOWER self-control were more likely as adults to have poor
health, be single parents, depend on drugs or alcohol, have difficulties with money and prossess a
criminal record.
True
Self-Control
Ability to control our attention, emotions, and behaviors.
Endure discomfort or forgo pleasure NOW to get a reward LATER explains what concept?
Self-Control
Marshmallow Study
Children given marshmallow and told not to eat for 15 minutes.
- Children who gave in grew up to have a lower IQ.
Motivation
An inner state of arousal that signals energy to achieve a GOAL. (major goal of companies)
Ability
The extent to which consumers have the RESOURCES needed to make an outcome happen.
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Opportunity
A set of circumstances that make it possible to do something.
Goal Relavent Behvaior
High motivation = People will do things more likely to achieve goals.
Felt Involvement
Psychological experience of the motivated consumer.
(interest, excitement, anxiety, passion)
Effects of Motivation
Situational
Cognitive
Affective
Effects of motivation: Situational
Temporary interest in an offering or activity.
Ex. buy an expensive water in the hot sun
Effects of motivation: Cognitive
Processing information related to one's goal.
Effects of motivation: Affective
Interest in expending emotional energy and heightened feelings regarding an offering
4 Factors of Motivation:
1. Personal Relevance
2. Value, Goals, and Needs
3. Perceived Risk
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Document Summary
Totality of consumers decisions with respect to the acquisition, consumption and disposition of goods, services, time and ideas by decision making. Process of making decisions: realize a need (my car is dirty, i need car washing shampoo, understand your options (different brands, price, satisfaction level (did it do the job?) Promotes consumer well being and improved quality of life (with consumption) through research and training. Studies have found that children with lower self-control were more likely as adults to have poor health, be single parents, depend on drugs or alcohol, have difficulties with money and prossess a criminal record. Ability to control our attention, emotions, and behaviors. Children given marshmallow and told not to eat for 15 minutes. Children who gave in grew up to have a lower iq. An inner state of arousal that signals energy to achieve a goal. (major goal of companies) The extent to which consumers have the resources needed to make an outcome happen.
