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Similar to Consumer Behavior course for undergraduate and postgraduate students
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Consumer Behavior course for undergraduate and postgraduate students
- 1. Consumer Behavior 7e Instructor: Dr. Jan I.U. Hanbat National University, Daejeon, Republic of Korea Email ID: ihsjan@hanbat.ac.kr
- 2. Contents of the Course Part 1: An Introduction to Consumer Behavior (CB) Part 2: The Psychological Core Part 3: The Process of Making Decision Part 4: The Consumer’s Culture Part 5: Consumer Behavior Outcomes and Issues 2
- 4. Part 2: An Introduction to Consumer Behavior Chapter 1: Understanding Consumer Behavior – Defining Consumer Behavior – What Affects Consumer Behavior? – Who Benefits from the Study of Consumer Behavior? – Making Business Decisions Based on the Marketing Implications of Consumer Behavior 4
- 5. Part 2: The Psychological CORE Chapter 2: Motivation, Ability, and Opportunity (MAO) model – Consumer motivation and its effects – What determines motivation? – Consumer ability; resources to act – Consumer opportunity 5
- 6. Part 2: The Psychological CORE Chapter 3: From Exposure to Comprehension – Exposure and CB – Attention and CB – Perception and CB – Comprehension and CB 6
- 7. Part 2: The Psychological CORE Chapter 4: Memory and Knowledge – What is memory? – Knowledge content, structure and flexibility – Memory and retrieval 7
- 8. Part 2: The Psychological CORE Chapter 5: Attitude based on high effort – What are attitudes? – The cognitive foundations of attitudes – How cognitively based attitudes are influenced? – The Affective foundations of attitudes – How affectively based attitudes are influenced? – Attitude toward the AD – When do attitudes predict behavior? 8
- 9. Part 2: The Psychological CORE Chapter 6: Attitude based on low effort – High-effort vs low-effort routes to persuasion – Unconscious influences on attitudes when consumer effort is low – Cognitive bases of attitudes when effort is low – Affective bases of attitudes when effort is low 9
- 10. Part 3: The process of making decisions Chapter 7: Problem recognition and information search – Problem recognition – Internal search; searching for information from memory – External search; searching for information form the environment 10
- 11. Part 3: The process of making decisions Chapter 8: Judgment and decision-making based on high effort – High-effort judgment processes – High-effort decisions and high-effort decision-making processes – Thought based decisions – Feeling based decisions – What affects high-effort decisions? 11
- 12. Part 3: The process of making decisions Chapter 9: Judgment and decision-making based on low effort – Low-effort judgment processes – Low-effort decisions and high-effort decision- making processes – Thought based decisions – Feeling based decisions 12
- 13. Part 3: The process of making decisions Chapter 10: Post-decision processes – Post-decision dissonance and regret – Learning from consumer experience – How do consumers make satisfaction or dissatisfaction judgment? – Responses to dissatisfaction? – Is customer satisfaction enough? – Disposition 13
- 14. Part 4: The consumer’s culture Chapter 11: Social influences on consumer behavior – Sources of influence – Reference groups as sources of influence – Normative influence – Informational influence 14
- 15. Part 4: The consumer’s culture Chapter 12: Consumer diversity – How age affects CB? – How gender and sexual orientation affect CB? – How regional influences CB? – How ethnic and religious influences affect CB? 15
- 16. Part 4: The consumer’s culture Chapter 13: Household and social class influences – How the household influence CB? – Social class – How does social class affect consumption? – The consumption pattern of specific social classes 16
- 17. Part 4: The consumer’s culture Chapter 14: Psychographics: values, personality, and lifestyles – Values – Personality – Lifestyles – Psychographics: combing values, personality, and lifestyles 17
- 18. Part 5: Consumer behavior outcomes and issues Chapter 15: Innovation: Adoption, Resistance, and Diffusion – Innovations – Resistance vs adoption – Diffusion – Influences on adoption, resistance, and diffusion 18
- 19. Part 5: Consumer behavior outcomes and issues Chapter 16: Symbolic consumer behavior – Sources and functions of symbolic meaning – Special possessions and brands – Sacred meaning – The transfer of symbolic meaning through gift giving 19
- 20. Part 5: Consumer behavior outcomes and issues Chapter 17: Marketing Ethics, and Social Responsibility in Today’s consumer society – In search of balance – Marketing ethics, consumer ethics, and deviant consumer behavior – Social responsibility issues in marketing 20
- 21. Thank you 21 Email ID: ihsjan10@gmail.com