COMMERCE 3MB3 Study Guide - Midterm Guide: Canadian Identity, Root Mean Square, Baby Boomers

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Document Summary

Chapter 1: introduction: de ning consumer behaviour. The eld studies all the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires . More than just the point of exchange. More than just the intended e ects of an individual rm"s marketing strategy. Cb research now much broader than scienti c experimentation. A rich examination of consumption in its own right, not only for how it impacts marketing strategy. This course concentrates on cb"s relationship with strategy, but takes advantage of relevant contributions from less traditional research traditions: interdisciplinary in uences. Individual focus: experimental psychology, clinical psychology, developmental psychology, human ecology, microeconomics, social psychology, sociology, macroeconomics, semiotics/literary criticism, demography, history, cultural anthropology. Instead of following the text"s organization, we will be moving from a broad cultural focus to an understanding of consumers as individual decision makers: consumers in cultural systems. Family decision making: consumers as individuals.