GEO 301 Lecture Notes - Lecture 7: Marketing Buzz, Selective Exposure Theory, Cognitive Dissonance
L7: Consumer Markets and Consumer Buyer Behaviour
Definitions
- Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buy goods and services for
personal consumption
- All of these final consumers combine to make up the consumer market
Model of Behaviour
Characteristics Affecting Consumer Behaviour
A. Cultural
B. Social
C. Personal
D. Psychological
A. Culture
- Culture – Forms a person’s wants and behavior
- Subculture – Groups with shared value systems
- Social Class – Society’s divisions who share values, interests and behaviors
B. Social
- Groups
o Membership
o Reference (Aspirational)
o Opinion leaders (Buzz marketing)
- Family
o Many influencers
- Roles and status
C. Personal
- Age and life cycle
- Occupation
- Economic situation
- Lifestyle
o Activities, interests and opinions
o Lifestyle segmentation
- Personality and self-concept
D. Psychological
- Motivation
- Perception
- Learning
- Beliefs and attitudes
- A motive is a need that is sufficiently pressing to direct the person to seek satisfaction
- Motivation research is based on Freud. Looks for hidden and subconscious motivation
- Maslow ordered needs based on how pressing they are to the consumer
Psychological Factors Perception
- Perception is the process by which people select, organize, and interpret information.
- Perception Includes:
o Selective attention – Consumers screen out information
o Selective distortion – People interpret to support beliefs
o Selective retention – People retain points to support attitudes
Psychological Factors Learning
- Learning describes changes in an individual’s behavior arising from experience
- Learning occurs through
Document Summary
Consumer buyer behavior refers to the buying behavior of final consumers individuals and households who buy goods and services for personal consumption. All of these final consumers combine to make up the consumer market. Culture forms a person"s wants and behavior. Social class society"s divisions who share values, interests and behaviors. Characteristics affecting consumer behaviour: cultural, personal, psychological, culture, social. Groups: membership, reference (aspirational, opinion leaders (buzz marketing) A motive is a need that is sufficiently pressing to direct the person to seek satisfaction. Maslow ordered needs based on how pressing they are to the consumer. Perception is the process by which people select, organize, and interpret information. Selective distortion people interpret to support beliefs. Selective retention people retain points to support attitudes. Learning describes changes in an individual"s behavior arising from experience. Learning occurs through: drives internal stimulus that calls for action, reinforcement feedback on action. Stimuli objects that move drive to motive.