Consumer Culture CHAPTER 8 PART 3 8-‐1 Lea.docx

Consumer Culture CHAPTER 8
PART 3
8-‐1
Learning Outcomes
Understand how culture provides the true meaning of
objects and activities.
Use the key dimensions of core societal values to apply
the concept of cultural distance.
Define acculturation and enculturation.
List fundamental elements of verbal and non-verbal
communication.
Discuss current emerging consumer markets and scan for
opportunities.
8-‐2

Understand how culture provides
the true meaning of objects and
activities.
8-‐3
What Is Culture?
Consumer culture–
commonly held societal
beliefs that define what is
socially gratifying.
8-‐4
Exhibit 8.1:
Culture, Meaning, and Value
8-‐5
Identify some of the many dietary
restrictions in various cultures, and
how companies such as McDonald’s
have had to adapt their menus.
A visit to McDonald’s websites for
several countries illustrates this.
Food preferences are not always

driven by religious restrictions—
many cultures take pleasure in
foods (horse, snail, frog, dog, etc.)
that Canadian culture does not
embrace! Where do such
Preferences originate in the culture.
Culture, Meaning, and Value
Gives meaning to objects
Gives meaning to
activities
Facilitates communication
8-‐6
What is the “meaning” of the Maple Leaf,
a cup of tea, a cross. Consider the
cultural basis of the meaning.
Suggest typically Canadian activities—
watching the Stanley Cup playoffs,
going to the cottage, or camping may
be mentioned. Consider the deeper
meanings of these activities. Is camping
more than sleeping in a tent?
What non-verbal communications
such as a wink, a rolling of the eyes,
or a shrug of the shoulders mean.

Cultural Norms and Sanctions
Cultural Norm
Rule that specifies the
appropriate behaviour in
a given situation within a
specific culture.
Cultural Sanction
Penalty associated with
performing a non-
gratifying or culturally
inconsistent behaviour.
8-‐7
Exhibit 8.2:
Societal Role Expectations Vary
8-‐8
Think of some “roles” you play
regularly: student, employee,
son/daughter, boyfriend/girlfriend.
Consider whether your
Consumption choices are
sometimes influenced

by the role of the moment.
For example, do you tend to order
beer and chicken wings when out
with friends but Diet Coke and a
salad when having lunch with the
boss? Why?
Use the key dimensions of core
societal values to apply the
concept of cultural distance.
8-‐9
Dimensions of Cultural Values
Masculinity
Uncertainty
Avoidance
Individualism
Power Distance
Long-Term
Orientation
8-‐10

How might marketing need to change based on cultural values:
-High vs. low individualism influences imagery (the lone
cowboy vs. a group setting),
language (“rugged,” “independent”), and message (buy this to
get ahead vs. buy this
to improve company performance).
-Using authority figures to endorse products in high power-
distance cultures.
-Framing a product launch as evolutionary in a high uncertainty
avoidance culture,
but radically new in a low uncertainty avoidance culture.
Exhibit 8.3:
Inputs and Outputs of Culture
8-‐11
List some of Canada’s
ecological realities
(large land-mass/small population,
climate, unspoiled nature,
proximity to USA etc.),
and some traditions
(May 2-4, watching hockey,
importance of the family,
going to the cottage, etc.).
How do these shape our
culture, & us as consumers?

Exhibit 8.4:
CSV Scoreboard
8-‐12
See www.geert-hofstede.com for a complete list of countries.
Cultural Distance
Represents how disparate one nation is from
another in terms of their CSVs.
Where,
• CD = Cultural Distance
• TCSV = Target Country Value Score on Dimension i
• BCSV = Baseline Country Value Score on Dimension i
∑
=
−=
5
1

2)(
i
ii BCSVTCSVCD
8-‐13
14
Two examples:
Canada (baseline country) vs. U.S.A. (target country)
12 + 112 + 102 + -22 + 62
1 + 121 + 100 + 4 + 36 = 262
CD = 16.2
Canada (baseline country) vs. India (target country)
382 + -322 + 42 + -82 + 382
1444 + 1024 + 16 + 64 + 1444 = 3992
CD = 63.18
Exhibit 8.5: CSV Difference Scores
Relative to Canadian Consumers
Lower CD scores imply greater similarities.

8-‐15
Useful to note that many
countries with greatest
opportunity for marketers
(e.g., BRIC) have very
large CD scores.
Marketing will require
great cultural sensitivity!
Define acculturation and
enculturation.
8-‐16
How Is Culture Learned?
Enculturation
Socialization
Acculturation
Consumer ethnocentrism—belief
among consumers that their ethnic
group and native products are superior
to other ethnic groups and their products.
8-‐17

How do Canadians learn to like
drinking coffee in the morning?
Socialization—we learn through
observation—what do our parents do?
Enculturation—we learn about our own
culture through exposure to it as we
grow up. If we are surrounded by
people who drink coffee in the
morning, then we are likely to do the
same. It is the cultural norm.
Acculturation—how we learn about
new cultures—replace old norms with
new ones. If we move to China we
may discover that tea is the drink of
choice in the morning. Adopting this
norm is a step in acculturation.
Exhibit 8.6: Factors Associated
with Faster Acculturation
8-‐18
Internet Censorship
Some governments censor
Internet content available to
their citizens.
In China, the search engine Baidu is
growing in popularity because of its

acceptance of censorship without
disclaimers.
Culture affects the degree of censorship a
country’s citizens are willing to tolerate.
8-‐19
Modelling and Shaping
Modelling
A process of imitating
others’ behaviours.
Shaping Consumers’ behaviours
slowly adapt to a culture
through a series of rewards and sanctions.
8-‐20
Exhibit 8.8: Modelling and the Quartet
8-‐21
Other examples?
Is the church still a strong influence in Canadian
culture? How many of you attend church regularly (or
did as children). Is the quartet becoming a trio?

List fundamental elements of
verbal and non-verbal
communication.
8-‐22
Verbal and Non-Verbal
Communication
Verbal Communication
The transfer of
information through either
the literal spoken or
written word.
Non-Verbal Communication
Communication not involving
the literal spoken or written
word.
8-‐23
Exhibit 8.9: Example Problems with
Verbal Communication
8-‐24

Translational and Metric Equivalence
• Translational equivalence—exists
when two phrases share the same
precise meaning in two different
cultures.
• Metric equivalence—the state in
which consumers are shown to use
numbers to represent quantities the
same way across cultures.
8-‐25
Exhibit 8.10: Non-Verbal
Communication Affects the Message
Comprehended
8-‐26
27
International business negotiations:
Time can be an issue—difference between M-time and P-time
cultures. Are

you offended because the client made you wait?
Verbal communication—English is increasingly the language of
business,
but a good translator may still be needed.
Symbols—business gifts may be an important ritual, but full of
pitfalls.
What’s appropriate in this culture?
Relationships—in many cultures, a personal relationship must
be
developed before business negotiations can begin.
Agreement—in some cultures, “yes” means “no, but I’m too
polite to say
so at this point.”
Etiquette—many Europeans are shocked by the informal table
manners of
Americans.
Space—your Latin American customer may be offended if you
move back
to increase your personal space!
Mannerisms/body language—making eye contact is considered
rude in
some cultures, a sign of honesty and integrity in others
Discuss current emerging
consumer markets and scan for
opportunities.
8-‐28
Emerging Cultures

BRIC Markets
Brazil, Russia, India, and China
have large populations, growing
economies, and an expanding
middle class.
8-‐29
Exhibit 8.11: Attractive Consumer Markets
for Foreign Direct Investment (FDI)
8-‐30
Glocalization
Represents the idea that
marketing strategy may be
global but the implementation
of that strategy at the
marketing tactics level should
be local.
8-‐31
Attitudes and

Attitude Change
CHAPTER 7
PART 2
7-‐1
Learning Outcomes
Define attitudes and describe attitude components.
Describe the functions of attitudes.
Understand how the hierarchy of effects concept applies to
attitude theory.
Comprehend the major consumer attitude models.
Describe attitude change theories and their role in
persuasion.
Understand how message and source effects influence
persuasion.
7-‐2

Define attitudes and describe
attitude components.
7-‐3
Attitudes
Relatively enduring overall
evaluations of objects,
products, services, issues,
or people.
7-‐4
ABC Approach to Attitudes
Affect: “I really like my
iPad.”
Behaviour: “I always
buy Apple products.”
Cognition: “My iPad
helps me to study.”
7-‐5

Describe the functions of
attitudes.
7-‐6
Exhibit 7.1:
Functions of Consumer Attitudes
7-‐7
Can you identify
additional examples
for each category.
Understand how the hierarchy of
effects concept applies to attitude
theory.
7-‐8
Exhibit 7.2:
Hierarchy of Effects

7-‐9
Think about your favorite stores, and the music they play or the
way they are
merchandised. Do they believe these environmental factors may
influence
the way you shop there? how much you buy?
Comprehend the major
consumer attitude models.
7-‐10
Attitude-Toward-the-Object
(ATO) Model
• The ATO model proposes that three key
elements be assessed to understand and
predict consumer behaviour:
– Consumer beliefs about salient attributes
– Strength of the consumer belief
– Evaluation of the attribute
• ATO formula:
7-‐11

Exhibit 7.3: Attitude-Toward-the-Object
Model Applied to Fitness Centre Choice
7-‐12
It is interesting to note
that while Lifestyles
scores worst on a
very negative
attribute
(high fees), it
nevertheless receives
the highest attitude
rating due to its superior
performance in other areas.
Exhibit 7.4:
Behavioural Intentions Model
7-‐13
Considered an improvement
on the ATO model, because it
considers intention to act and
consequences of action, not just
attitudes. Also takes into account
the opinions of others.

Factors That Weaken Attitude-
Behaviour Relationship
Time
Specificity
of attitude
measured
Environment Impulse situations
7-‐14
Alternative Approaches to Attitude:
Theory of Planned Action
The theory of planned action expands
upon the behavioural intentions model
by including a perceived control
component that assesses the difficulty
in performing the behaviour and the
degree of control consumers have
over product selection.
7-‐15

Describe attitude change
theories and their role in
persuasion.
7-‐16
Persuasion
• Refers to specific attempts to
change attitudes.
• Techniques:
– ATO approach
– Behavioral influence approach
– Changing schema-based affect
– Elaboration likelihood model
– Balance theory approach
– Social judgment theory approach
7-‐17
Attitude-Toward-the-Object Approach
Change
beliefs
Add beliefs
about new

attributes
Change
evaluations
7-‐18
Example: You own a small neighborhood grocery store which
must compete
with a large supermarket. Consumers may not believe you have
fresh produce
due to lower volumes.
Change beliefs by communicating your high turnover & quality
of produce.
Add a new attribute such as a coffee bar, and turn it into a
differentiator.
Change evaluations by showing that smaller is better, not
worse: easier to
find desired items, more personal help, etc.
Creating Positive Consumer
Attitudes
The 2011 Canadian Census
• Statistics Canada collects data through a
national census every five years
• All citizens are required to complete short-
form census, with long-form information
now collected through voluntary National

Household Survey
• Creating a positive consumer attitude
toward the census is an important first step
in collecting the information
7-‐19
Changing Schema-Based Affect
Schemas contain affective and
emotional meanings. If the affect found
in the schema can be changed, then
the attitude toward the brand or
product should change as well.
7-‐20
Exhibit 7.5:
The Elaboration Likelihood Model
7-‐21
Identify examples of ads
that use central route,
and those that use
peripheral route to
persuasion. Why is the

selected approach used
for that product and
audience.
Exhibit 7.6:
Balance Theory
7-‐22
Consider what happens when a celebrity
is involved in a negative situation
(Lance Armstrong, Tiger Woods).
How do consumers restore the balance?
Exhibit 7.7:
Social Judgment Theory
7-‐23
Note that the latitude of acceptance
is narrowest when the original
attitude is strongest. Existing
attitudes must be thoroughly
understood by marketers.

Understand how message and
source effects influence
persuasion.
7-‐24
Message and Source Effects and
Persuasion
Message Effects
The appeal of a
message and its
construction.
Source Effects
Characteristics of the
person or character
delivering a message.
7-‐25
Exhibit 7.8:
Basic Communication Model
7-‐26

Exhibit 7.9: Communication in a
Computer-Mediated Environment
7-‐27
Communication models becomes much
more dynamic when consumers,
as well as marketers, can
provide both content
and feedback.
Message Appeal and Construction
• Message appeal
– Sex
– Humor
– Fear
• Message construction
– Conclusion presentation
– Comparative strategy
– Message complexity
7-‐28
Which kinds of message appeals do you prefer, and which do
you believe to be most effective. Why is comparative
advertising rarely used by the category leader?

Source Effects
• Credibility
• Attractiveness
• Likeability
• Meaningfulness
Match-up hypothesis—a source
feature is most effective when it is
matched with relevant products.
7-‐29
Select celebrities who rate highly on credibility, attractiveness,
likeability,
and meaningfulness. Which products are they best matched
with?
Personality, Lifestyles,
and the
Self-Concept
CHAPTER 6
PART 2
6-‐1

Learning Outcomes
Define personality and know how various approaches to
studying personality can be applied to consumer
behaviour.
Discuss major traits that have been examined in consumer
research.
Understand why lifestyles and psychographics are
important to the study of consumer behaviour.
Comprehend the role of the self-concept in consumer
behaviour.
Understand the concept of self-congruency and how it
applies to consumer behaviour issues.
6-‐2
Define personality and know how
various approaches to studying
personality can be applied to
consumer behaviour.
6-‐3

Personality
The totality of thoughts,
emotions, intentions, and
behaviours that a person
exhibits consistently as he
or she adapts to his or her
environment.
6-‐4
Personality Qualities
• Unique to an individual
• Can be conceptualized as a combination of
specific traits or characteristics
• Traits are relatively stable and interact with
situations to influence behavior
• Specific behaviors can vary across time
6-‐5
Psychoanalytic Approach
Id

pleasure principle
Superego
consumer conscience
Ego
reality principle
6-‐6
Psychoanalytic approach
can be used to:
- Understand personality as shaped by
interactions among id, ego, and superego
- Analyze motivations through motivational
research
Motivational Research Era
Researchers utilized tools such as
depth interviews and focus groups to
improve their understanding of inner
motives and needs.
6-‐7
Motivational research seeks to uncover deep-seated
motivations that are below the level of conscious
awareness. Such research suggests, for example, that

consumers buy sport-utility vehicles (instead of minivans
or hatchbacks) to satisfy a perhaps unrealized need for
dominance.
Motivation Research
Does this ad appeal
to some deeply held
motivation?
6-‐8
The idea that “sex sells!” is often linked to the concept of id, or
the power
of the pleasure principle that drives human behavior.
Does sex in advertising work? If we don’t think it influences us,
might
that be because we are unaware of its influence? Would
successful
brands continue to use sex in their advertising if it didn’t work?
Is it more
appropriate for some ads and products than for others?
Trait Approach
• Trait—a distinguishable characteristic
that describes one’s tendency to act in
a relatively consistent manner.

• Approaches:
– Nomothetic perspective
– Idiographic perspective
– Single-trait approach
– Multiple-trait approach
6-‐9
Discuss major traits that have
been examined in consumer
research.
6-‐10
Important Traits Studied
Materialism
Need for cognition
Value consciousness
Innovativeness
Competitiveness Trait superstition
6-‐11

How do these traits influence consumer decisions. For example,
how would
the motivation of a strongly materialistic consumer differ when
buying a car
from those of a highly value-conscious buyer? How can
marketers use this
information to better deliver value to each personality type?
Exhibit 6.2:
Five-Factor Model
6-‐12
Could you develop an
advertising concept to
sell a smartphone to an
extrovert. How would it
differ from a message that
targets a conscientious
personality?
Hierarchical Approaches
• Begin with the assumption that
personality traits exist at varying
levels of abstraction.
– Specific traits—tendencies to behave in
very well-defined situations (e.g.,

bargaining proneness).
– Broad traits—behaviours that are
performed across many different
situations (e.g., extroversion).
6-‐13
Personology Approach
• Combines information on traits,
goals, and consumer lifestories to
gain a better understanding of
personality.
6-‐14
Exhibit 6.4:
Brand Personality Dimensions
6-‐15
Can you name several
popular brands with strongly
developed personalities.
Can you explain how those
personalities came to be
associated with the brand.

Personality and Brand
Relationships
Self-connection
Interdependence
Brand partner
quality
Love and passion
Commitment
Intimacy
6-‐16
Understand why lifestyles and
psychographics are important to
the study of consumer behaviour.
6-‐17
Demographics don’t tell the whole story! Anna and Diane are
both 22 years old, recent university graduates, working at a
major packaged-goods company. Anna lives in a tiny apartment

in a hip downtown area, and spends her spare time immersed
in the art and music scenes, prowling vintage clothing stores
for bargains and hitting the clubs on the weekend. Diane
commutes from the suburban house she shares with her husband,
and spends her weekends gardening and hiking.
• Can you identify the types of products each woman might
buy?
• What kinds of marketing messages would they respond to?
Lifestyles
Refer to the ways
consumers live and spend
their time and money.
Useful in identifying viable market
segments!
6-‐18
• Refers to the way consumer
lifestyles are measured.
• AIO statements:
– Activities
– Interests
– Opinions
Psychographics
6-‐19

Exhibit 6.5: Sample Psychographic Items
for Segmenting the Curling Market
6-‐20
How might the answers to these questions differ between two
individuals, one who is
an active curler, and another who curls only occasionally but
enjoys watching the
game? How might these
differences affect the strategy
of a major
company that is contemplating a
curling sponsorship?
VALS
• Values and Lifestyles
• Classifies consumers into eight
segments based on:
resources available
- financial
- educational
- intellectual primary motivations
- ideals

- achievement
- self-expression
&
6-‐21
Review the VALS segment descriptions on pages 121 and 122
of the text and select two segments. How would products
selected by these segments differ? What kinds of marketing
messages would each segment respond to most favorably?
PRIZM Geodemographics
• Segmentation system developed by
Environics Analytics
• Based on premise that people with
similar backgrounds and means tend
to live close to one another and
emulate each other’s behaviours
and lifestyles.
• 66 segments
6-‐22
Comprehend the role of the self-
concept in consumer behaviour.

6-‐23
Self-Concept
Refers to the totality of
thoughts and feelings that
an individual has about him-
or herself.
6-‐24
We Have Many Self-Concepts
Ideal self
Ideal social self
Extended self
Actual self
Social self
Possible self
6-‐25
Which of these “selves” do your friends portray on social

networking sites. Do we present a different self on Facebook
than we do on Pinterest?
The Cyber Self
• Nearly ¾ of online teens and young
adults are on social networking sites
• Inappropriate information is often
posted to these sites. Remember:
what you post stays online for a long
time and may be seen by potential
employers or clients
• Use common sense when posting!
6-‐26
Self-Esteem
6-‐27
Understand the concept of self-
congruency and how it applies to

consumer behaviour issues.
6-‐28
Self-Congruency Theory
Proposes that much of consumer
behaviour can be explained by the
congruence (match) between a
consumer’s self-concept and the image
of typical users of a focal product.
Marketers use self-congruency theory to segment
markets into groups of consumers who link high
self-concept congruence with their product image.
6-‐29
Motivation and Emotion:
Driving Consumer
Behaviour
CHAPTER 5
PART 2
5-‐1

Learning Outcomes
Understand what initiates human behaviour.
Classify basic consumer motivations.
Describe consumer emotions and demonstrate how they
help shape value.
Apply different approaches to measuring consumer
emotions.
Understand how different consumers express emotions in
different ways.
Define and apply the concepts of schema-based affect and
emotional contagion.
5-‐2
Understand what initiates human
behaviour.
5-‐3

Motivations
• The inner reasons or driving forces
behind human action as consumers are
driven to address real needs.
• Human motivations are oriented toward
two key groups of behaviour:
– Homeostasis—the body naturally reacts in a
way so as to maintain a constant, normal
bloodstream.
– Self-improvement—changing one’s current
state to a level that is more ideal.
5-‐4
5
Can you give examples of both types of
motivation.
Homeostasis can motivate everyday
purchases to simply avoid running out of
staples like milk or cereal—to maintain the
“status quo.”
Self-improvement motivations drive us to
purchase gym memberships, sign up for

foreign-language classes, or buy a new car
to better suit our new job.
Can marketing messages influence these
decisions?
Classify basic consumer
motivations.
5-‐6
Exhibit 5.1: An Illustration of Consumer
Motivations According to Maslow’s Hierarchy
5-‐7
Can you develop five ideas
for an automobile
advertisement, one to
address each level of
Maslow’s hierarchy of needs.
How much does each ad
idea stress utilitarian value?
Hedonic?
Exhibit 5.2: Utilitarian and Hedonic
Motivations Lead to Consumer

Behaviours
5-‐8
Consumer Involvement
Represents the
degree of personal
relevance a
consumer finds in
pursuing value
from a given
consumption act.
Types:
– Product
– Shopping
– Situational
– Enduring
– Emotional
5-‐9
Is anyone is experiencing situational involvement due to a large
purchase
she is about to make. Have you begun to notice more
advertising for the
product. Ads that our selective perception normally filters out
suddenly
become relevant during a purchase process, and we notice them.

Exhibit 5.3: Typical High and Low
Product Involvement
5-‐10
Involvement
Is this high involvement or irrational
behaviour?
5-‐11
Describe consumer emotions
and demonstrate how they help
shape value.
5-‐12
Emotions
• Psychobiological reactions to
appraisals.
– Psychobiological because they

involve psychological processing and
physical responses.
– Create visceral responses—certain
feeling states are tied to behaviour in a
very direct way.
5-‐13
Cognitive Appraisal Theory
• Describes how specific
types of thoughts can
serve as a basis for
specific emotions.
• Cognitive appraisals:
– Anticipation
– Agency
– Equity
– Outcomes
5-‐14
Anticipation: A student may feel
anxious about an upcoming test.
Agency: The student may feel
grateful if a friend lends him
notes for a missed class.
Equity: The student may be angry
if the test includes a question that

was not covered in class —
“it’s not fair!”
Outcomes: The student feels joy
when the test mark is 90% instead
of the expected 70%.
Exhibit 5.4: Visceral Responses to
Emotions by Consumers
5-‐15
Emotion Terminology
• Mood—a transient (temporary and changing)
and general affective state.
– Mood-congruent judgments—the value of a target
is influenced in a consistent way by one’s mood.
• Affect—represents the feelings a consumer
has about a particular product or activity.
• Since moods are transient, temporary, subject
to change, what can marketers do to improve
consumers’ moods in-store? Might this lead to
more purchases?
5-‐16

Exhibit 5.5: Bad-Mood Consumers Seek
Out Employees with Bad Moods
Duelling moods: What
will happen here?
5-‐17
Have you ever entered a store or
fast-food restaurant in a truly bad
mood and been served by someone
who was overly bubbly and enthusiastic.
What was their reaction?
Apply different approaches to
measuring consumer emotions.
5-‐18
Measuring Emotion
Autonomic measures Self-report measures
5-‐19

Autonomic measures assess emotional arousal by measuring
physical responses such
as sweat, heart rate, and neurological brain activity. Such
measures are objective (not
subject to interpretation), but are highly intrusive and may
themselves arouse emotions
such as stress and anxiety.
Self-report measures rely on an individual’s recall of emotions
experienced in a situation.
While less intrusive, these assessments are limited by the
individual’s ability to accurately
recall and express their emotions in words.
PANAS and PAD
PANAS
• positive-affect-negative-affect scale
• assesses a person’s emotional state
PAD
• pleasure-arousal-dominance
• used to study retail atmospherics
5-‐20
Understand how different

consumers express emotions in
different ways.
5-‐21
Emotions
What is this consumer feeling?
5-‐22
Consumers react differently to situations based on individual
personality
characteristics. A bad retail experience—line-ups, product out
of stock, a
poorly trained sales rep—may cause one person to be unhappy,
and another to become angry.
Differences in Emotional
Behaviour
Emotional
involvement Emotional
expressiveness
Emotional

intelligence
5-‐23
Emotional involvement: Do you yell at the TV when the ref
makes a bad call, cry at sad movies? High emotional
involvement.
Emotional expressiveness: Two individuals may feel the same
level of emotion, but not show it equally.
Emotional intelligence: Awareness of emotions in the self and
in others.
Exhibit 5.7: Emotional Intelligence
Consists of Multiple Elements
5-‐24
Emotional intelligence allows
the individual to understand
the emotions of others and
control his or her own—skills
that are particularly important
for salespeople. Many firms
conduct emotional intelligence
training.
Define and apply the concepts of
schema-based affect and

emotional contagion.
5-‐25
Emotion and Cognitive Learning
Interplay
Semantic wiring
• Consumers link concepts for memory retrieval.
• The active process and storage of knowledge is influenced by
emotions.
• When marketing presents a product that evokes emotions,
consumer
recall is likely to increase.
Mood-congruent recall
• Events are associated with moods.
• When a mood can be controlled by marketing, consumers’
evaluations
of a product can be influenced.
Nostalgia
• Events in the past may be remembered more positively than
they
were in reality.
• Consumers can make purchases based on nostalgic feelings
brought up about the past by the product.
5-‐26

Schema-Based Affect
Emotions become stored as
part of the meaning for a
category.
5-‐27
Exhibit 5.10: Examples of
Schema-Based Affect
5-‐28
Aesthetic Labour
To generate a specific
emotional reaction from
consumers, employees
carefully manage their
personal appearance.
5-‐29
Self-Conscious Emotions
Specific emotions that result

from some evaluation or
reflection of one’s own
behavior, including pride,
shame, guilt, and
embarrassment.
5-‐30
Self-conscious emotions can be very powerful. Have you ever
been repelled
by an advertisement that evoked extremely strong emotions of
guilt or fear
(anti-drinking-and-driving ads, for example).
Emotional Contagion
• Emotional contagion—represents the extent to
which an emotional display by one person
influences the emotional state of a bystander.
• Emotional labour—workers have to overtly
manage their own emotional displays as part of
the requirements of the job.
• Product contamination—refers to the
diminished positive feelings someone has about
a product because another consumer has
handled the product.
5-‐31

Comprehension, Memory,
and Cognitive
Learning
CHAPTER 4
PART 2
4-‐1
Learning Outcomes
Identify factors that influence consumer comprehension.
Explain how knowledge, meaning, and value are
inseparable, using the multiple store memory theory.
Understand how the mental associations that consumers
develop are a key to learning.
Use the concept of associative networks to map relevant
consumer knowledge.
Apply the cognitive schema concept in understanding how
consumers react to products, brands, and marketing

agents.
4-2
Identify factors that influence
consumer comprehension.
4-‐3
Comprehension
Refers to the interpretation
or understanding that a
consumer develops about
some attended stimulus in
order to assign meaning.
4-4
Exhibit 4.1: The Components of
Consumer Information Processing
4-5
Exhibit 4.2: Comprehension
Depends on Multiple Factors

4-6
Physical Characteristics of the
Message
LO1
Intensity
Colour
Font
Numbers
Spacing
4-7
8
Intensity: Louder, brighter, larger message more
likely to be understood.
Color: Colors have meanings that influence
comprehension. White suggests innocence and is
associated with weddings in Western cultures.
Font: The shape of the message can help or hinder
comprehension! A fussy, frilly font would weaken a
professional, business-like message.
Numbers: Numbers can “mean” good or bad luck
(varies from culture to culture), and imply “techiness”
(especially when combined with letters).

Spacing: Three 30-second ads viewed over several
hours will be more effective than one 90-second ad.
Simplicity/Complexity
Simple phrases such
as “fat free” often
communicate more
clearly than detailed
information.
4-9
Exhibit 4.3: Congruent or
Incongruent Message Sequences?
4-10
Incongruity often motivates deeper
processing, thus aiding comprehension.
The L’Oreal advertisement may be better
comprehended in the second sequence,
which includes unrelated advertisements.
Incongruity may, however, decrease
liking, particularly if the message is
internally incongruent (e.g., the visual or
the music does not match the verbal
content).
The marketer must make her decision
based on the goals to be achieved
(liking vs. comprehension).

Exhibit 4.4: The Figure and
Ground Distinction
4-11
Have you ever seen or heard
an advertisement that you found extremely
entertaining but afterward could not remember
what the advertisement was for?
Such ads are examples of the ground
(the “background” story of the ad) becoming
more prominent than the figure
(the product being advertised).
Message Source Factors
Likeability
Expertise
Trustworthiness
Attractiveness
4-12

13
Message source may be a celebrity spokesperson in a
TV commercial, a friend recommending a product, or a
salesperson in a store.
Likeable sources are more appealing.
• How they feel about the animals in Telus commercials, or
LeBron James advertising Samsung.
• Are we more likely to attend to, and comprehend, message
from likeable sources. Attractiveness of the source affects
our comprehension of the message.
• Are we are more likely to believe physically attractive people.
Trustworthiness is our evaluation of the source’s honesty.
• If a celebrity seems to be endorsing a product just for
monetary gain, are we unlikely to trust him!
• Expertise is the source’s knowledge of the subject. We are
more likely to believe Sidney Crosby if he is recommending
hockey skates than if he is selling financial advice.
Message Receiver
Characteristics
• Intelligence/Ability
• Prior Knowledge
• Involvement
• Familiarity/Habituation
• Expectations
• Physical Limits
• Brain Dominance
4-14

15
Intelligence/Ability: Refers to general IQ, and to specific
product knowledge.
Prior Knowledge: It easier for a consumer to make meaning of
new
information.
Involvement: Refers to the degree of personal relevance the
product
category has for the consumer. A highly involved consumer will
have prior
knowledge and will be motivated to understand new
information.
Familiarity/Habituation: Increases our liking of a product or
brand, but may
reduce our comprehension of a message that has become old and
boring.
When service is always good at our favourite restaurant, we
stop noticing it.
Expectations: Influences our understanding of a product. For
example, a
consumer opening a bottle of Coke expects to enjoy “her”
favorite beverage
and will interpret her experience accordingly. Place a Coke in a
Pepsi bottle,
and the experience may be quite different!
Physical Limits: Not all consumers have the same level of
hearing, vision,
sense of smell, etc. Physical limitations may impact message
comprehension.
Brain Dominance: Individuals process information differently.
Left-brain
dominant consumers have stronger verbal processing, while
right-brainers

more effectively process visuals
Environmental Characteristics
• Information Intensity / Framing /Timing
4-16
Environment is the context in which a message is received.
Information Intensity: A cluttered environment like a busy road
lined
by many billboards may reduce our ability to process the
information from
one specific billboard.
Framing: A specific context may change our interpretation of a
common
stimulus. A loud “bang” that goes unnoticed by a city dweller
used to street
noise may make a nervous flyer jump in his seat aboard an
airplane.
Timing: The two seconds the consumer can devote to reading
the billboard
in example one may not be enough to process the message. But
messages
are also interpreted differently at different times of day or year.
An ad for hot
chocolate is much more appealing on a cold winter day.
Exhibit 4.5
An Illustration of Framing

4-17
Negative framing, as illustrated
in the first example, predisposes
individuals to take more risks.
The prospect of losing $200 is
more likely to make us take the
gamble!
Explain how knowledge,
meaning, and value are
inseparable, using the multiple
store memory theory.
4-‐18
Multiple Store Theory of Memory
Views the memory process
as utilizing three different
storage areas within the
human brain.
4-19

Exhibit 4.6: The Multiple Store
Approach to Memory
4-20
Understand how the mental
associations that consumers
develop are a key to learning.
4-‐21
Mental Processes Assisting
Learning
Repetition
Dual
Coding
Meaningful
Encoding Chunking
These rely on making associations.
4-22
Repetition is a strategy individuals may use in an attempt to
learn

something (place it in memory for later use).
Dual coding helps the learning process by associating an item
with a
second stimulus. Linking a brand name consistently with a
particular
piece of music may help the consumer remember the brand by
giving
her two different ways to “access” it in memory (the brand
itself, and
the music).
Meaningful encoding associates new information with
knowledge
already stored in long-term memory.
Chunking groups stimuli by meaning. For example, a tagline
about
safety will help the consumer remember an ad that demonstrated
airbags and help her associate the car brand with safety in the
future.
23
Exhibit 4.7: Dual Coding
Illustrated
4-24
The freshly cut wood
scent of a pencil may
help this consumer
remember it later.

Long-Term Memory
Long-term memory is a repository
for all information that a person has
encountered.
• Mental tagging helps consumers to
retrieve knowledge.
• Rumination includes how a consumer
remembers a memory, positively or
negatively.
4-25
Use the concept of associative
networks to map relevant
consumer knowledge.
4-‐26
Associative Network
A network of mental
pathways linking knowledge
within memory.
4-27
To demonstrate an associative network linked to a brand:

e.g., for Heineken beer it may be the green bottle, a premium
price,
“European sounding” name, sponsorship of soccer, etc.).
A complete associative network visually illustrates how the
brand name
“Heineken” is placed in memory and knowledge, which may
trigger its
retrieval (watching a soccer match).
Apply the cognitive schema
concept in understanding how
consumers react to products,
brands, and marketing agents.
4-‐28
Cognitive Schemas
• Schema—a type of associative network
that works as a cognitive representation
of a phenomenon that provides meaning
to that entity.
• Exemplar—a concept within a schema
that is the single best representative of
some category.
• Prototype—characteristics more

associated with a concept.
4-29
Exhibit 4.9:
The Knowledge for Snack Foods
4-30
This associative network
demonstrates the category
schema for snacks. Strongly
associating a new product
with elements of this schema
will aid consumer
comprehension of it as
a “snack.”
Exhibit 4.10:
Category Exemplars
4-31
Social Schemata
Omega has chosen to
associate its brand with the
social schema of the

sophisticated, suave,
dangerous James Bond.
4-32
Consumer Learning
Starts Here:
Perception
CHAPTER 3
PART 2
3-‐1
Learning Outcomes
3-2
Define learning and perception and how
the two are connected.
List and define phases of the consumer
perception process.
Apply the concept of the JND.

Learning Outcomes
3-3
Contrast the concepts of implicit and
explicit memory.
Know ways to help get a consumer’s
attention.
Understand key differences between
intentional and unintentional learning.
Define learning and perception
and how the two are connected.
3-‐4
Learning and Perception
• Learning—a change in behaviour
resulting from the interaction between a
person and a stimulus.

• Perception—a consumer’s awareness
and interpretation of reality.
• Value involves learning, and consumer
learning begins with perception.
• Learning can be intentional or
unintentional.
3-5
Elements of Consumer Perception
Exposure
Attention
Comprehension
3-6
Exposure: The opportunity to see,
hear, touch, taste, or smell a stimulus.
For example, McDonald’s places a
billboard beside a busy road advertising
specialty coffees. Drivers focusing on heavy
traffic may fail to see it at all.
Attention: Consumer directs information-processing
capacity to the stimulus. If a consumer notices the
McDonald’s billboard, will she try to read the
information?

Comprehension: Consumer
Tries to derive meaning. Does the
consumer understand the
Message that McDonald’s now
sells specialty coffees?
List and define phases of the
consumer perception process.
3-‐7
Exhibit 3.3: Sensing, Organizing,
and Reacting
3-8
Sensing: Individual’s immediate
reaction to a stimulus—starts the
perception process.
Organizing: Brain organizes
sensory inputs into something
recognizable (e.g., four legs, a
wet nose, and a wagging tail =
a dog).
Reacting: Individual may react
positively, negatively, or may reject
the stimulus altogether if it is too

difficult to organize meaningfully.
Exhibit 3.4: A Visual Image of
the Organization Process
Like sorting mail!
3-9
Organization Reactions
Assimilation
Accommodation
Contrast
3-10
Selective Perception
Selective exposure
Selective attention
Selective distortion
LO2

©ED
F
REEMA
N/THE
IMAG
E
BAN
K/GET
TY
IMA
GES
3-11
12
Consumers encounter thousands of stimuli each day:
• Selective perception filters out many stimuli to
avoid sensory overload.
• Selective exposure: Walking down the street
depicted in this photo, people would not notice the
majority of the visual stimuli due to clutter.
• Selective attention: A consumer may be drawn to
certain visual stimuli based on relevance (he is
looking for a certain type of store), or because her
attention is drawn to them by color or size. Most

will not be attended to.
• Selective distortion: A consumer who has experienced
overwhelming crowds and noise in similarly cluttered
settings may react negatively to this scene and avoid
shopping on this street.
Exhibit 3.5: The Vicary Subliminal
Persuasion “Study”
Is this subliminal stuff true?
3-13
Researchers claimed that
very brief (too brief to be
consciously noted)
messages to “eat popcorn”
and “drink Coke” inserted
into a movie increased
consumption by 60% and
20%, respectively. The
“experiment” has never been
successfully replicated.
Apply the concept of the JND.
3-‐14

JND (Just Noticeable Difference)
• Represents how much stronger one
stimulus has to be relative to another
so that someone can notice that the
two are not the same.
• Weber’s Law—the ability to detect
differences between two levels of a
stimulus is affected by the original
intensity of the stimulus.
3-15
JND: Marketing Implications
Pricing Quantity
Quality
Add-on
Purchases
3-16
Marketers who want consumers to notice positive changes
(lower price) or fail to
notice negative ones (less product for same price) must
determine the JND point.
Price: reducing a price from $19.99 to $19.95 is likely to go
unnoticed
Quantity: reducing the number of dryer sheets in a box from 412
to 407
will not likely be noticed

Quality: reducing wait times at the drive-through by a minute or
more may
be a noticeable difference.
Add-on purchases are more likely when they are insignificant
($8 socks)
compared to the cost of the original purchase ($150 shoes).
JMD
(Just Meaningful Difference)
Represents the smallest
amount of change in a
stimulus that would
influence consumer
consumption and choice.
3-17
Contrast the concepts of implicit
and explicit memory.
3-‐18
Implicit and Explicit Memory
Implicit
memory

Unintentional
learning
Explicit
memory
Intentional
learning
3-19
Unintentional learning occurs when we
are exposed to stimuli we do not pay
attention to. Banner ads on websites or
product placement in movies or video
games may not draw our attention, yet
may create an implicit memory for the
brand that shapes our attitude to it.
Intentional learning is the result of stimuli
we choose to pay attention to and make
an effort to understand, e.g., clicking on
the banner ad, reading the website we
are directed to.
Mere Exposure Effect
• Consumers will prefer an object to which
they have been exposed.
• Once exposed to an object, a consumer
exhibits a preference for the familiar object

over something unfamiliar.
• Relevant points:
– preattentive
– easy to elicit
– greatest effect on novel objects
– weak effect
– best when consumer has lower involvement
3-20
Attention
• The purposeful allocation of cognitive
capacity toward understanding some
stimulus.
• Involuntary attention is beyond the
conscious control of the consumer and
occurs as the result of a surprising or
novel stimulus.
– Orientation reflex: a natural reflex that
occurs as a response to a threat.
3-21
Know ways to help get a
consumer’s attention.
3-‐22

Ways to Enhance Attention
Contrast
Surprise
Involvement
Intensity
Movement
Size
3-23
Examples – Enhancing Attention
24
Intensity: commercials are sometimes louder than programming
Contrast: black-and-white ads stand out in a colorful magazine
Movement: a scrolling billboard message will draw attention
Surprise: the image of a Toyota pick-up pulling the Space
Shuttle in an ad attracts notice
Size: we are more likely to pay attention to a full-page
magazine
ad than a half-page one
Involvement: consumers pay more attention to messages they
consider to be personally relevant

Understand key differences
between intentional and
unintentional learning.
3-‐25
Intentional vs. Unintentional
Learning
Intentional learning
Consumers set out to
specifically learn
information devoted to a
certain subject.
Unintentional learning
Consumers simply sense
and react (or respond) to
the environment.
3-26
Learning Theories
Behaviorism
Information

processing
3-27
Behavioral learning perspective is
based on response to stimulus.
Behavior is conditioned (shaped)
by the external environment.
Cognitive perspective of learning
focuses on internal processes,
which derive meaning from
information much the way a
computer processes inputs.
Classical Conditioning
A change in behavior that
occurs simply through
associating some
stimulus with another
stimulus that naturally
causes a reaction.
3-28
Pavlov’s dogs came to associate a ringing bell (conditioned
stimulus) with
food (unconditioned stimulus), causing them to drool at the

sound
(conditioned response). Marketers pair their brands (e.g.,
Nestea) with
specific stimuli (falling into a cool, refreshing pool on a
scorching day)
to condition consumers to associate the brand (Nestea) with a
desirable
conditioned response (drinking Nestea when in need of
refreshment).
Instrumental Conditioning
Behavior is conditioned
through positive or
negative reinforcement.
3-29
Exhibit 3.7: Discriminative Stimuli,
Behaviour, Reinforcer
3-30
For example, the customer can be rewarded with free
coffee and doughnuts for visiting a car dealership and receive
a gift certificate for taking a test drive (incremental behaviors).
If he purchases the car (desired “big” behavior),
he may receive a $500 pre-paid gas card.

Behavior can be
Changed over time
by rewarding
Incremental steps.
Value and the
Consumer Behavior
Value Framework
CHAPTER 2
PART 1
2-1
Learning Outcomes
Describe the Consumer Value Framework, including its basic
components.
Define consumer value and compare & contrast 2 key types of
value.
Apply the concepts of marketing strategy and marketing tactics
to
describe the way firms go about creating value for consumers.

Explain the way market characteristics like market
segmentation and
product differentiation affect marketing strategy.
Analyze consumer markets using elementary perceptual maps.
Justify consumers’ lifetime value as an effective focus for
long-term
business success.
2-2
Describe the Consumer Value
Framework, including its basic
components.
2-3
The Consumer Value Framework (CVF)
Represents consumer behavior theory
illustrating factors that shape
consumption-related behaviors and
ultimately determine the value
associated with consumption.
2-4

2-5
NOTE: CS/D=Consumer Satisfaction / Dissatisfaction
Internal Influences
Psychology
of the
consumer
Personality
of the
consumer
2-6
Things that are
Processed Inside
the mind of the
Consumer.
Psychology of the Consumer
• Cognition—the thinking or mental
processes that go on as we process and
store things that can become knowledge.
• Affect—refers to the feelings experienced

during consumption activities or associated
with specific objects.
2-7
Personality of the Consumer
Individual differences
include things like personality
and lifestyles.
2-8
External Influences:
Interpersonal
Influences
Social Environment
Situational Influences
2-9
Define consumer value and
compare and contrast two key
types of value.
2-10

2-11
VALUE = WHAT YOU GET – WHAT YOU GIVE UP
Consumer Value
Value is a personal
assessment of the net worth
obtained from an activity.
2-12
Types of Value
Utilitarian – Value that helps a customer
solve a problem or accomplish tasks.
Rational explanations are given to
explain a purchase.
Hedonic – Immediate gratification that
comes from experiencing some activity.
Hedonic value is an end in and of itself,
rather than a means to an end.
2-13

2-14
Apply the concepts of marketing
strategy and marketing tactics to
describe the way firms go about
creating value for consumers.
2-15
2-16
Marketing Myopia
A short sighted condition when
companies view themselves in a
product business rather
than in a value or benefits
Producing business.
Total Value Concept
Why do you
think Coca-
Cola has
such a
large share
of the
market?
2-17

Coke adds life! Hedonic Value added to Utilitarian Value
Total Value Concept
Every product’s value is made up of
the basic benefits, plus the augmented
product, plus the “feel” benefits.
2-18
• Transportation – Utilitarian value
• Service Plan – Utilitarian value added
• Excitement – Hedonic value
• Positive feelings of ownership – Elite membership
• Negative feelings of ownership - Expensive
Value Is Co-Created
Value co-creation is the
realization that a consumer is
necessary and must play a
part in order to produce value.
2-19
Are you part of a co-created value proposition?
Explain the way market

characteristics like market
segmentation and product
differentiation affect marketing
strategy.
2-20
Market Segmentation & Product Differentiation
Market segmentation
is the separation of a
market into groups
based on different
demand curves
associated with each
group.
Product differentiation
is a marketplace
condition in which
consumers do not view
all competing products
as identical to one
another.
2-21
Product Category Demand
Chanel No. 5
is in high

demand at
about $250
an ounce.
2-22
Analyze consumer markets using
elementary perceptual maps.
2-23
Perceptual Map for a Local Rock
Music Radio Market
2-24
Stars indicate ideal mix of news/talk
and type of music for six segments.
Each radio station in the market is
plotted according to its current format.
1. Identify the best place to position a
new station.
2. Which stations should tweak their
format to better serve an identified segment.
Justify consumers’ lifetime value

as an effective focus for
long-term business success.
2-25
Customer Lifetime Value (CLV)
Customer lifetime value (CLV) represents
the approximate worth of a customer to a
company in economic terms.
CLV = npv(sales-costs) + npv(equity)
2-26
Copyright
©
Nelson
Educa6on
Ltd.
2014
27
Authenticity
Some consumers will
recognize the real Stilton
cheese from the pretenders
and are willing to pay more

for the real deal.
2-28
Other examples?
What is Consumer
Behavior, and
Why Should I Care?
CHAPTER 1
PART 1
1
Learning Outcomes
2
Understand marketing ethics and consumer misbehaviour.
Understand the meaning of consumption and consumer
behaviour.
Describe how consumers get treated differently in various
types of exchange environments.

Explain the role of consumer behaviour in business and
society.
Be familiar with basic approaches to studying consumer
behaviour.
Describe why consumer behaviour is so dynamic and how
recent trends affect consumers.
Consumers make many daily decisions
that offer themselves the most value and
ultimately drive our economy. Consumer
Behavior is really all about value.
What happens when consumer
confidence drops? What is the chain
reaction that follows?
Consuming versus Buying?
(Housing Example) Consuming is an
ongoing and connected process.
3

Relationship Breakdown
Understand marketing ethics and
consumer mis-behaviour.
4
Marketing Ethics and Consumer
Misbehaviour
Manipulative marketing practices,
deceptive advertising and corporate
scandals upset the value equation
associated with a given exchange.
CMA Code of Ethics extend to Personal
Information Practices, Truthfulness,
Campaign Guidelines (must not be
disparaging, exploitive, unsolicited
dissemination, vulnerable customers).
5
Effect of Corporate Misbehaviour
Ultimately, consumers “vote
with their wallets” when
companies engage in
unethical behaviour.

6
Understand the meaning of
consumption and consumer
behaviour.
7
Consumer Behaviour Perspectives
Human
Thought and
Action
Field of Study
8
Two Perspectives
HUMAN THOUGHT & ACTION
Individuals Actions, Reactions,
and Consequences that take
place as the Consumer goes
through a decision-making
Process & puts the product to use.

FIELD OF STUDY
The aggregated body of knowledge
That researchers accumulate as they
attempt to explain these actions,
reactions and consequences.
Consumer Behaviour as Human
Behaviour
Consumer behaviour is the
set of value seeking
activities that take place as
people go about addressing
their needs.
9
Exhibit 1.2
The Basic Consumption Process
©ANTOINE
ANTONIOL/BLOOMBERG
VIA
GETTY
IMAGES
10

Consumption
Process by which goods, services or
ideas are used and transformed into
value.
©
TH
O
M
A
S
BA
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TO
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11
Macro or Micro?
Economists study consumer behaviour
from a macro, or broad, perspective.
Consumer behaviour researchers
study consumer behaviour on a micro,
or more individual, level.
12

Consumer Behaviour and Closely Related
Disciplines
13
Psychology is the study of Human Reaction
to environments, including behavior and
mental process.
Sociology focuses on the study of groups of
people in society
Anthropology has contributed to consumer
behavior by interpret relationships between
consumers and the things they purchase and
own.
Economists’ focus on consumer behavior is
generally broad or macro.
14
RELATED DISCIPLINES

Describe how consumers get
treated differently in various
types of exchange environments.
15
How are Consumers Treated?
Service
Canada
Fine
restaurant
AP
IMAGES/DENVER
POST,
CYRUS
MCCRIMMON
©UPPERCUT
IMAGES/GETTY
IMAGES
16
Questions to Consider

How competitive is the marketing
environment?
How dependent is the marketer
on repeat business?
17
Some Terminology
Consumer
(customer)
orientation Market
orientation
Relationship
Marketing Touchpoints
18
Prioritize customer value and
satisfaction above other concerns. Organizational culture that
embodies the
importance of creating value for
customers among all employees,
Belief that the firm’s performance is
enhanced through repeat business. Direct contacts (all) between
the

Firm and the customer.
Explain the role of consumer
behaviour in business and
society.
19
Why Study CB?
Input to making responsible decisions
as a consumer
Force that shapes society
Input to business/marketing strategy
20
Resource-Advantage Theory
The resource-advantage theory
explains why companies succeed or
fail; the company goes about
obtaining resources from consumers

in return for the value the company’s
resources create.
21
Exhibit 1.4 How Old are These
Companies?
22
What happened to Zellers when Walmart entered Canada
And Loblaws expanded into clothing lines?
Make-Up or Hope?
A myopic business view defines the
business in terms of products and not
the value consumers receive. © ISTO
CK
PH
O
TO
.C
O
M
/R

A
IN
FO
RE
ST
A
U
ST
RA
LI
A
23
Exhibit 1.5
Different Ways of Doing Business
24
CB and Personal Growth
Studying CB helps consumers make better
decisions by understanding:
Consequences of
poor budgeting

Role of emotions
Avenues for
redress
Social influences
Environmental
effects
25
Hold the Phone!
Should public
restrictions on mobile
phone usage be
created?
Influence on Public
Policy.
©ISTOCKPHOTO.COM/JACK
HOLLINGSWORTH
26

Be familiar with basic
approaches to studying
consumer behaviour.
27
Different Approaches to Studying CB
Interpretive
Research
Quantitative
Research
28
1. Interpretive Research seeks to explain
The inner meanings & motivations associated
With specific consumption experiences.
We interpret these meanings through words
that consumers use to describe events or
through observation of social interactions.
2. Quantitative Research approach that
Addresses question about consumer
behavior using numerical measurement.
3. Experimental – cause & effect

Compare Quantitative & Qualitative Research
Source: Zikmund, W.G. and B.J. Babin (2007), Exploring
Marketing Research, Thompson South-Western: Mason, Ohio.
29
Describe why consumer behaviour
is so dynamic and how recent
trends affect consumers.
30
Trends
Internationalization
Technological Changes
Changing Communications
Changing Demographics
Changing Economy
31

Internationalization
Starbucks is
everywhere!
YONATAN
POMRENZE/NBC
NEWSWIRE
VIA
AP
IMAGES
32
Study Tips Midterm #1:
1. Consumption and the Consumption Process
2. Consumer Behaviour Studies - Interpretive
(Qualitative) and Quantitative Research
3. Consumer Value Framework and Influences
4. Hedonic and Utilitarian Values
5. Perception process and Perceptual Maps
6. Learning – Intended and Unintended
7. Comprehension - Exposure, Attention, Comprehension
and Elaboration Process
8. Comprehension – Multi-Factor Model (Message,
Sender and Receiver, Environmental Conditions)
9. Just-Noticeable-Difference and Just-Meaningful-
Difference
10. Brand Schema and Social Schema

11. Consumer Comprehension and Cognitive Learning
12. Consumer Motivations (Utilitarian and Hedonic
Motivations) & Maslow’s Hierarchy
13. Personality type and consumption behaviour
14. Personality Traits and Brand Traits
15. Attitudes and three-components (Cognitive, Affective
and Behavioural)
16. Hierarchy of Effects
17. Attitude-Toward-the-Object (ATO) and Components
of Attitude (ABC)
18. Cultural or Societal Values (CSV) and their impact on
Consumer Value
19. Psychographic and Demographic Segmentations
20. VALS model and PRIZM model

Consumer Culture CHAPTER 8 PART 3 8-‐1 Lea.docx

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