文档介绍：Consumer Behavior(Second Edition)
Consumer
Behavior
Second Edition
Text by Profs. Hoyer and MacInnis
PowerPoint by Prof. Milton Pressley University of New Orleans
Note to Users About the Exhibits from the Book
For your convenience many of the conceptual models or figures from the book have been included.
On occasion, as seen in the example to the right, the print in these will be too small to be easily read. When this occurs, students may wish to refer to the same figure in the book to follow along more easily . . . and take notes where appropriate.
Chapter 1
Understanding Consumer Behavior
Text by Profs. Hoyer and MacInnis
PowerPoint by Prof. Milton Pressley University of New Orleans
Chapter Overview
Defining Consumer Behavior
What Affects Consumer Behavior?
Psychological Core (Internal Processes)
Decision Making Process
Consumer’s Culture (External Processes)
Consumer Behavior es
Who Benefits from the Study of Consumer Behavior?
Definition
Consumer behavior reflects the totality of consumers’ decisions with respect to the acquisition, consumption, and disposition of goods, services, time, and ideas by (human) decision making [over time].
Consumer Behavior Involves Products, Services, Activities, and Ideas
In addition to products, consumer behavior involves:
Services
Activities
Ideas
Exhibit : What is Consumer Behavior?
Consumer Behavior Involves More Than Buying
Acquiring
Using
Disposing
Consumer Behavior
Is a dynamic process
Can involve many people
Involves many decisions
Consumer Decisions
To acquire, use, or dispose
Whether?
What?
Why?
Why Not?
How?
Ways?
When?
Where?
How much?
How often?
How long?
What Affects
Consumer Behavior?
Exhibit : A Model of Consumer Behavior
What Affects
Consumer Behavior?
Consumer’s
Culture
Consumer Behavior es
Process of Making Decisions
Psychological Core
What Affects
Consumer Behavior?
Having motivation, ability, and opportunity
Exposure, attenti