The document discusses key concepts in understanding consumer behavior, including perception, learning, personality, and social factors. It covers topics like the aspects of perception (selection, organization, interpretation), theories of learning (classical and instrumental conditioning), personality theories (Freudian, trait theory), and variables that influence consumer behavior (innovativeness, dogmatism, need for uniqueness, compulsive consumption). The goal of understanding consumer behavior is to better satisfy consumer needs and influence behaviors through effective marketing strategies.

1. Consumer Behavior Perception, Learning, Personality, Social Class

2. “ MEET THE NEW CONSUMER and smile when you do because she is your boss. It may not be the person you thought you knew. Instead of choosing from what you have to offer, she tells you what she wants. You figure it out how to give it to her.” -Fortune Editor

3. Dominant forces shaping Consumer Research Factors that move an economy from Production-driven to Market-driven Level of sophistication with which human behaviour is understood in psychology and other behavioural sciences

4. What is Consumer Behavior? The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.

5. Why study Consumer Behaviour? Consumer behaviour theory provides the manager with the proper questions to ask Marketing practice designed to influence consumer behavior influences the firm, the individual, and society All marketing decisions and regulations are based on assumptions about consumer behaviour.

6. The advice to footwear salesmen should be ‘Don’t sell shoes – sell lovely feet’ Marketers must contend with small changing segments of highly selective buyers intent on receiving genuine value at the lowest price

7. All managers must become astute analysts of Consumer motivation and Behaviour Three foundations for marketing decisions Experience Intuition Research

8. Enhancing Consumer Value-added Marketers have to constantly innovate after understanding their consumers to strip out costs permanently by focusing on what adds value for the customer and eliminating what doesn’t.

9. Individualised Marketing A very personal form of marketing that recognises, acknowledges, appreciates and serves individuals who become or are known to the marketer. Data – based marketing; DM Customized marketing

10. Variables involved in understanding consumer behaviour Stimulus – ads, products, hungerpangs Response – physical/mental reaction to the stimulus Intervening variables – mood, knowledge, attitude, values, situations, etc.

11. Marketing Strategy & Consumer Behaviour

12. Marketing Strategy Providing superior customer value to our target market- Marketing Mix The Product Communications Price Distribution Service

13. Outcomes Firm: Product positioning Sales Customer Satisfaction Individual: Need Satisfaction Injurious Consumption Society: Economic Physical Environment Social Welfare

14. Creating Satisfied Customers

15. Consumer Behavior is Product – Person – Situation Specific Personal Characteristics Product Characteristics Consumption Situation Consumer Behavior Marketing Strategy

16. Consumer Lifestyles and Consumer Decisions Consumer Lifestyle Needs/Attitudes That Influence Consumption Decisions Consumer Choices Behavior/Experiences That Influence Consumption Decisions

17. Overall Model Of Consumer Behavior

21. Perception The process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world How we see the world around us

22. Information Processing for Consumer Decision Making

23. The Nature of Perception Exposure : when a stimulus comes within range of our sensory receptor nerves Random vs. Deliberate Attention : when the stimulus activates one or more sensory receptor nerves and the resulting sensations go to the brain for processing Low vs. High Involvement Interpretation : the assignment of meaning to sensations Low vs. High Involvement

24. Use of Isolation and Contrast

25. Elements of Perception Sensation Absolute threshold Differential threshold Subliminal perception

26. Sensation The immediate and direct response of the sensory organs to stimuli Sensitivity to stimuli varies with the quality of an individuals sensory receptors Sensation itself depends on energy change within the environment where the perception occurs (i.e. the differentiation of input) As sensory input decreases , our ability to detect changes in input increases, to the point that we attain maximum sensitivity under conditions of minimal stimulation

27. The absolute threshold The lowest level at which individual can experience a sensation is called the absolute threshold. sensory adaptation-Under conditions of constant stimulation , the absolute threshold increases.

30. Differential Threshold Minimal difference that can be detected between two similar stimuli Also known as the just noticeable difference (the j.n.d.)

31. Weber’s Law The j.n.d. between two stimuli is not an absolute amount but an amount relative to the intensity of the first stimulus Weber’s law states that the stronger the initial stimulus, the greater the additional intensity needed for the second stimulus to be perceived as different.

32. Marketing Applications of the J.N.D. Marketers need to determine the relevant j.n.d. for their products so that negative changes are not readily discernible to the public so that product improvements are very apparent to consumers

33. Marketing Applications of the J.N.D. Marketers need to determine the relevant j.n.d. for their products so that negative changes are not readily discernible to the public so that product improvements are very apparent to consumers

34. Subliminal Perception Stimuli that are too weak or too brief to be consciously seen or heard may be strong enough to be perceived by one or more receptor cells.

35. Is Subliminal Persuasion Effective? Extensive research has shown no evidence that subliminal advertising can cause behavior changes Some evidence that subliminal stimuli may influence affective reactions

37. Aspects of Perception Selection Organization Interpretation

38. Aspects of Perception Selection Organization Interpretation

39. Perceptual Selection Consumers subconsciously are selective as to what they perceive. Stimuli selected depends on two major factors Consumers’ previous experience Consumers’ motives Selection depends on the Nature of the stimulus Expectations Motives

40. Stimulus Factors Size and Intensity – influence the probability of paying attention Larger stimuli are more likely to be noticed than a small one 47 ONE THIRD PAGE 56 ONE HALF PAGE 68 TWO THIRDS PAGE 76 1 PAGE 107 SPREAD NO. OF RESPONSES SIZE

41. INSERTION FREQUENCY-THE NUMBER OF TIMES THE SAME AD APPEARS IN THE SAME ISSUE OF A MAGAZINE, HAS AN IMPACT SIMILAR TO AD SIZE

42. Color and Movement – serve to attract attention

43. Position – Placement of the object in a person’s visual field

44. Perceptual Selection Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking Consumers seek out messages which: Are pleasant They can sympathize Reassure them of good purchases Concepts

45. Marketing Applications of the J.N.D. Marketers need to determine the relevant j.n.d. for their products so that negative changes are not readily discernible to the public so that product improvements are very apparent to consumers

46. Subliminal Perception Stimuli that are too weak or too brief to be consciously seen or heard may be strong enough to be perceived by one or more receptor cells.

47. Is Subliminal Persuasion Effective? Extensive research has shown no evidence that subliminal advertising can cause behavior changes Some evidence that subliminal stimuli may influence affective reactions

49. Aspects of Perception Selection Organization Interpretation

50. Aspects of Perception Selection Organization Interpretation

51. Perceptual Selection Consumers subconsciously are selective as to what they perceive. Stimuli selected depends on two major factors Consumers’ previous experience Consumers’ motives Selection depends on the Nature of the stimulus Expectations Motives

52. Stimulus Factors Size and Intensity – influence the probability of paying attention Larger stimuli are more likely to be noticed than a small one 47 ONE THIRD PAGE 56 ONE HALF PAGE 68 TWO THIRDS PAGE 76 1 PAGE 107 SPREAD NO. OF RESPONSES SIZE

53. INSERTION FREQUENCY-THE NUMBER OF TIMES THE SAME AD APPEARS IN THE SAME ISSUE OF A MAGAZINE, HAS AN IMPACT SIMILAR TO AD SIZE

54. Color and Movement – serve to attract attention

55. Position – Placement of the object in a person’s visual field

56. Perceptual Selection Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking Consumers seek out messages which: Are pleasant They can sympathize Reassure them of good purchases Concepts

57. Perceptual Selection Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking Heightened awareness when stimuli meet their needs Consumers prefer different messages and medium Concepts

58. Perceptual Selection Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking Screening out of stimuli which are threatening Concepts

59. Perceptual Selection Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking Consumers avoid being bombarded by: Tuning out TiVo Concepts

60. Aspects of Perception Selection Organization Interpretation

61. Organization Figure and ground Grouping Closure People tend to organize perceptions into figure-and-ground relationships. The ground is usually hazy. Marketers usually design so the figure is the noticed stimuli. Principles

65. Organization Figure and ground Grouping Closure People group stimuli to form a unified impression or concept. Grouping helps memory and recall. Principles

68. Organization Figure and ground Grouping Closure People have a need for closure and organize perceptions to form a complete picture. Will often fill in missing pieces Incomplete messages remembered more than complete Principles

70. Aspects of Perception Selection Organization Interpretation

71. Interpretation Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect Positive attributes of people they know to those who resemble them Important for model selection Attractive models are more persuasive for some products Perceptual Distortion

72. Interpretation Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect People hold meanings related to stimuli Stereotypes influence how stimuli are perceived Perceptual Distortion

73. Interpretation Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect First impressions are lasting The perceiver is trying to determine which stimuli are relevant, important, or predictive Perceptual Distortion

74. Interpretation Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect People tend not to listen to all the information before making conclusion Important to put persuasive arguments first in advertising Perceptual Distortion

75. Interpretation Physical Appearances Stereotypes First Impressions Jumping to Conclusions Halo Effect Consumers perceive and evaluate multiple objects based on just one dimension Used in licensing of names Important with spokesperson choice Perceptual Distortion

76. Issues in Consumer Imagery Product Positioning and Repositioning Positioning of Services Perceived Price Perceived Quality Retail Store Image Manufacturer Image Perceived Risk

77. Positioning Establishing a specific image for a brand in the consumer’s mind Product is positioned in relation to competing brands Conveys the concept, or meaning, of the product in terms of how it fulfills a consumer need Result of successful positioning is a distinctive, positive brand image

78. Positioning Techniques Umbrella Positioning Positioning against Competition Positioning Based on a Specific Benefit Finding an “Unowned” Position Filling Several Positions Repositioning

79. Perceptual Mapping A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands

80. Perceptual Mapping

81. Perceived Quality Perceived Quality of Products Intrinsic vs. Extrinsic Cues Perceived Quality of Services Price/Quality Relationship

82. Perceived Quality of Services Difficult due to characteristics of services Intangible Variable Perishable Simultaneously Produced and Consumed SERVQUAL scale used to measure gap between customers’ expectation of service and perceptions of actual service

83. Price/Quality Relationship The perception of price as an indicator of product quality (e.g., the higher the price, the higher the perceived quality of the product.)

84. LEARNING DEFINED IT IS RELATIVELY PERMANENT CHANGE IN BEHAVIOUR OCCURING AS A RESULT OF EXPERIENCE. TYPES OF LEARNED BEHAVIOUR PHYSICAL BEHAVIOUR SYMBOLIC LEARNING AND PROBLEM SOLVING AFFECTIVE LEARNING

85. PRINCIPLE ELEMENTS OF LEARNING MOTIVE - they arouse individuals ,thereby increasing their readiness to respond CUES- It is a weak stimulus not strong enough to arouse consumers, but capable of providing direction to motivated activity RESPONSE- mental or physical activity the consumer makes in reaction to a stimulus situation. REINFORCEMENT- anything that follows a response and increases the tendency of response to reoccur in a similar situation.

86. THEORIES OF LEARNING CLASSICAL CONDITIONING UNCONDITIONED STIMULUS MEAT PASTE CONDITIONED STIMULUS BELL CONDITIONED STIMULUS BELL CONDITIONED RESPONSE SALIVATION UNCONDITIONED RESPONSE SALIVATION AFTER REPEATED PAIRINGS

87. CREATION OF A STRONG ASSOCIATION BETWEEN CS AND US REQUIRES FORWARD CONDITIONING (i.e. CS should precede US) Repeated pairings of CS and US A CS and US that logically belong to each other A CS that is novel and unfamiliar A US that is biologically or symbolically salient

88. STRATEGIC APPLICATIONS OF CLASSICAL CONDITIONING REPETITION ADVERTISING WEAROUT COSMETIC VARIATIONS SUBSTANTIATIVE WEAROUT THREE HIT THEORY

90. STIMULUS GENERALISATION PRODUCT LINE,FORM AND CATEGORY EXTENSIONS FAMILY BRANDING LICENSING STIMULUS DISCRIMINATION POSITIONING PRODUCT DIFFERENTIATION

91. INSTRUMENTAL CONDITIONING STIMULUS SITUATION NEED NEW SHOES TRY BRAND A TRY BRAND B TRY BRAND C TRY BRAND D REWARD PERFECT FIT UNREWARDED NOT COMFORTABLE UNREWARDED LIMITED STYLES UNREWARDED BAD FIT REPEAT BEHAVIOUR

94. What Is Personality The inner psychological characteristics that both determine and reflect how a person responds to his or her environment

95. The Nature of Personality Personality reflects individual differences Personality is consistent and enduring Personality can change

96. Theories of Personality Freudian theory Unconscious needs or drives are at the heart of human motivation Neo-Freudian personality theory Social relationships are fundamental to the formation and development of personality Trait theory Quantitative approach to personality as a set of psychological traits

97. Freudian Theory Id Warehouse of primitive or instinctual needs for which individual seeks immediate satisfaction Superego Individual’s internal expression of society’s moral and ethical codes of conduct Ego Individual’s conscious control that balances the demands of the id and superego

98. One of Many Sites Devoted to Freud

99. A Representation of the Interrelationships Among the Id, Ego, and Superego

100. Freudian Theory and “Product Personality” Consumer researchers using Freud’s personality theory see consumer purchases as a reflection and extension of the consumer’s own personality

101. Neo-Freudian Personality Theory We seek goals to overcome feelings of inferiority We continually attempt to establish relationships with others to reduce tensions Karen Horney was interested in child-parent relationships and desires to conquer feelings of anxiety. Proposed three personality groups Compliant move toward others, they desire to be loved, wanted, and appreciated Aggressive move against others Detached move away from others

102. Trait Theory Personality theory with a focus on psychological characteristics Trait - any distinguishing, relatively enduring way in which one individual differs from another Personality is linked to how consumers make their choices or to consumption of a broad product category - not a specific brand

103. Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking The degree to which consumers are receptive to new products, new services, or new practices Consumer Innovators And Noninnovators

104. Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking A personality trait that reflects the degree of rigidity a person displays toward the unfamiliar and toward information that is contrary to his or her own established beliefs Consumer Innovators And Noninnovators

105. Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking Ranges on a continuum for inner-directedness to other-directedness Inner-directedness rely on own values when evaluating products Innovators Other-directedness look to others less likely to be innovators Consumer Innovators And Noninnovators

106. Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking Consumers who avoid appearing to conform to expectations or standards of others Consumer Innovators And Noninnovators

107. A Sample Items from a Consumers’ Need for Uniqueness Scale I collect unusual products as a way of telling people I’m different When dressing, I have sometimes dared to be different in ways that others are likely to disapprove When products or brands I like become extremely popular, I lose interest in them As far as I’m concerned, when it comes to the products I buy and the situations in which I use them, custom and rules are made to be broken I have sometimes purchased unusual products or brands as a way to create a more distinctive personal image

108. Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking A personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiences High OSL consumers tend to accept risky and novel products more readily than low OSL consumers. Consumer Innovators And Noninnovators

109. Innovativeness Dogmatism Social character Need for uniqueness Optimum stimulation level Variety-novelty seeking Measures a consumer’s degree of variety seeking Examples include: Exploratory Purchase Behavior Use Innovativeness Vicarious Exploration Consumer Innovators And Noninnovators

110. Cognitive Personality Factors Need for cognition (NC) A person’s craving for enjoyment of thinking Individual with high NC more likely to respond to ads rich in product information Visualizers versus verbalizers A person’s preference for information presented visually or verbally Verbalizers prefer written information over graphics and images.

111. From Consumer Materialism to Compulsive Consumption Consumer materialism The extent to which a person is considered “materialistic” Fixated consumption behavior Consumers fixated on certain products or categories of products Compulsive consumption behavior “ Addicted” or “out-of-control” consumers

112. Sample Items to Measure Compulsive Buying When I have money, I cannot help but spend part or the whole of it. I am often impulsive in my buying behavior. As soon as I enter a shopping center, I have an irresistible urge to go into a shop to buy something. I am one of those people who often responds to direct mail offers. I have often bought a product that I did not need, while knowing I had very little money left.

113. Consumer Ethnocentrism Ethnocentric consumers feel it is wrong to purchase foreign-made products They can be targeted by stressing nationalistic themes

114. Brand Personality Personality-like traits associated with brands Examples Nike and athlete BMW is performance driven Levi’s 501 jeans are dependable and rugged Brand personality which is strong and favorable will strengthen a brand but not necessarily demand a price premium

115. A Brand Personality Framework

116. Product Personality Issues Gender Often used for brand personalities Some product perceived as masculine (coffee and toothpaste) while others as feminine (bath soap and shampoo) Geography Actual locations names used Color Color combinations in packaging and products denotes personality

117. Commands respect, authority America’s favored color IBM holds the title to blue Associated with club soda Men seek products packaged in blue Houses painted blue are avoided Low-calorie, skim milk Coffee in a blue can perceived as “mild” Caution, novelty, temporary, warmth Eyes register it faster Coffee in yellow can perceived as “weak” Stops traffic Sells a house Secure, natural, relaxed or easy- going, living things Good work environment Associated with vegetables and chewing gum Canada Dry ginger ale sales increased when it changed sugar-free package from red to green and white BLUE YELLOW GREEN The Personality-like Associations of Colors

118. Human, exciting, hot, passionate, strong Makes food “smell” better Coffee in a red can perceived as “rich” Women have a preference for bluish red Men have a preference for yellowish red Coca-Cola “owns” red Powerful, affordable, informal Draws attention quickly Informal and relaxed, masculine, nature Coffee in a dark-brown can was “too strong” Men seek products packaged in brown Goodness, purity, chastity, cleanliness, delicacy, refinement, formality Suggests reduced calories Pure and wholesome food Clean, bath products, feminine Sophistication, power, authority, mystery Powerful clothing High-tech electronics Regal, wealthy, stately Suggests premium price RED ORANGE BROWN WHITE BLACK SILVER, GOLD

119. Self and Self-Image Consumers have a variety of enduring images of themselves These images are associated with personality in that individuals consumption relates to self-image

120. One or multiple selves Makeup of the self-image Extended self Altering the self- image A single consumer will act differently in different situations or with different people We have a variety of social roles Marketers can target products to a particular “self” Issues Related to Self and Self-Image

121. One or multiple selves Makeup of the self -image Extended self Altering the self- image Contains traits, skills, habits, possessions, relationships and way of behavior Developed through background, experience, and interaction with others Consumers select products congruent with this image Issues Related to Self and Self-Image

122. Different Self-Images Actual Self-Image Ideal Self-Image Ideal Social Self-Image Social Self-Image Expected Self-Image

123. One or multiple selves Makeup of the self-image Extended self Altering the self- image Possessions can extend self in a number of ways: Actually Symbolically Conferring status or rank Bestowing feelings of immortality Endowing with magical powers Issues Related to Self and Self-Image

124. One or multiple selves Makeup of the self-image Extended self Altering the self -image Consumers use self-altering products to express individualism by Creating new self Maintaining the existing self Extending the self Conforming Issues Related to Self and Self-Image

125. Social Stratification Social Class System – Hierarchical division of society into relatively permanent and homogeneous groups with respect to attitudes, values and lifestyles. Criteria for a Social Class System: Individual Classes Must Be: Bounded Ordered Mutually Exclusive Exhaustive Influential

126. Social Standing Influences Behavior

127. Not All Behaviors within a Social Class are Unique Unique Behaviors Shared Behaviors Excluded Behaviors Behaviors associated with a particular social class Behaviors not Engaged in Behaviors shared With other Social Classes

128. Positioning Within Social Class Working- Class Aristocrats Disdain Upper- Middle Class Prefer Working- Class Products And Brands Positioning Working-class Symbolism for Working-class Products

129. Upward-Pull Strategy

130. Measuring Social Status Single-Item Indexes Education Occupation (e.g., Socioeconomic Index: SEI) Income (e.g., individual, family, before or after tax) Advantage: Allow estimation of the impact of specific status dimensions on the consumption process. Disadvantage: Less accurate at predicting an individual’s overall position in a community.

131. Measuring Social Status Multi-Item Indexes Hollingshead Index of Social Position Warner’s Index of Status Characteristics Census Bureau’s Index of Socioeconomic Status Advantage: More accurate at predicting an individual’s overall position in a community. Disadvantage: Overall status may mask useful associations between individual status dimensions and the consumption process for particular products.

132. Positioning and Social Class Segments

133. What Is a Group? Two or more people who interact to accomplish either individual or mutual goals A membership group is one to which a person either belongs or would qualify for membership A symbolic group is one in which an individual is not likely to receive membership despite acting like a member

134. Indirect Reference Groups Individuals or groups with whom a person identifies but does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders, or TV personalities.

135. Major Consumer Reference Groups

136. Positive Influences on Conformity Group Characteristics Attractiveness Expertise Credibility Past Success Clarity of Group Goals Personal Characteristics Tendency to Conform Need for Affiliation Need to be Liked Desire for Control Fear of Negative Evaluation

137. GROUP EXERT INFLUENCES ATTITUDE TOWARDS THE GROUP VIEWS THE REFERENCE GROUP AS A CREDIBLE SOURCE OF INFORMATION VALUES THE VIEWS AND REACTIONS ACCEPTS THE REWARDS AND SANCTIONS NATURE OF THE GROUP COHESIVE FREQUENTLY INTERACTING DISTINCTIVE AND EXCLUSIVE NATURE OF THE PRODUCT VISIBLE EXCLUSIVE

138. Selected Consumer-Related Reference Groups Friendship groups Shopping groups Work groups Virtual groups or communities Consumer-action groups Wild Planet Video

139. A FRIEND MENTIONS THAT STORE X HAS A GOOD COLLECTION OF SUITS A DEVELOPS A CONSEVATIVE WARDROBE A BUYS THE RECOMMENDED MOUTHWASH NEEDING A NEW SUIT A DECIDES TO VISIT THE STORE NORMATIVE IDENTIFICATION AN AD STRESSES THAT”EVEN YOUR FRIENDS WON’T TELL YOU IF YOU HAVE BAD BREATH-THEY WILL IGNORE YOU INFORMATIONAL Behavioral response SITUATION Type of influence OVER TIME.A NOTICES THAT SUCCESSFUL EXECUTIVES DRESS CONSERVATIVELY

140. PRIVATE PRIVATE NECESSITIES PRIVATE (WEAK REFERENCE GROUP INFLUENCE ON BRAND) PUBLIC PUBLIC NECESSITIES VISIBLE (STRONG REFERENCE GROUP INFLUENCE ON BRAND) NONNECESSITY (STRONG REFERENCE GROUP INFLUENCE ON PRODUCT) NECESSITY (WEAK REFERENCE GROUP INFLUENCE ON PRODUCT) CONSUMPTION

141. Visible usage High relevance of product to group Low individual purchase confidence Strong individual commitment to group Nonnecessary item HIGH DEGREE OF REFERENCE GROUP INFLUENCE

142. Consumer Socialization The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers.

143. A Simple Model of the Socialization Process - Figure 10.11

144. Table 10.7 Eight Roles in the Family Decision-Making Process ROLE DESCRIPTION Influencers Family member(s) who provide information to other members about a product or service Gatekeepers Family member(s) who control the flow of information about a product or service into the family Deciders Family member(s) with the power to determine unilaterally or jointly whether to shop for, purchase, use, consume, or dispose of a specific product or service Buyers Family member(s) who make the actual purchase of a particular product or service Preparers Family member(s) who transform the product into a form suitable for consumption by other family members Users Family member(s) who use or consume a particular product or service Maintainers Family member(s) who service or repair the product so that it will provide continued satisfaction. Disposers Family member(s) who initiate or carry out the disposal or discontinuation of a particular product or service

145. The Family Life Cycle Traditional Family Life Cycle Stage I: Bachelorhood Stage II: Honeymooners Stage III: Parenthood Stage IV: Postparenthood Stage V: Dissolution Modifications - the Nontraditional FLC

147. Thank You