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Consumer Behavior and Marketing Strategy by sum11237

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									Consumer Behavior and Marketing
                       Strategy

 Dr. John T. Drea
 Associate Professor of Marketing
 Western Illinois University
Why do we study consumer behavior?
    To do a better job of meeting consumer
     needs.
    Market segmentation groups people with
     similarities as they apply to the product
     category.
    Marketing strategy is based on
     assumptions of how people will behave.
    Your interpretation of stimuli is not the
     same everyone else’s. (the n=1 problem)
Key concepts: Affect
   Affect concerns feelings such as emotions
    (joy, love, anger, etc.), feeling states
    (satisfaction, amusement, frustration, etc.),
    and moods (relaxation, boredom)
   Affect is about how something makes you
    feel.
   When you feel something as a result of a
    contact with a stimulus, that feeling is called
    affect or an affective reaction.
Key Concepts: Cognition
   Cognition concerns mental processes and
    knowledge structures created in response to
    a consumer’s environment.
   Cognition includes conscious and
    unconscious thinking processes, interpreting
    stimuli (e.g., “what does this mean?”), storing
    and recalling information, forming
    evaluations, and developing purchase
    decisions.
Key Concepts: Behavior
   Behavior is what consumers actually do
    (not what they intend to do).
   Unlike cognition and affect, behavior is
    observable and can be directly
    measured
   Intention is not the same as behavior -
    it is a cognitive process - we think we
    will do something.
Affect and Cognition
   Affect and Cognition can be positive or
    negative.
   Combined with felt needs and
    situational influences, affect and
    cognition help to determine intention,
    and to influence behavior.
Which comes first - cognition, affect, or behavior?


   It is dependent upon the situation, but
    cognition can certainly precede affect.
       e.g., September 11 events
       e.g., receiving your grades after the semester.
   Affect can precede cognition.
       e.g., love at first sight
   Behavior can precede both.
       e.g., trying a new food offered to you.
Attitude Component Consistency

   Consumers are motivated to maintain
    consistency between these components of
    attitude
       Positive beliefs AND positive feelings AND usage of
        the product (or planned usage)
       Consumers dislike having one component out of
        balance (e.g., positive feelings AND negative beliefs)
       Consumers are motivated to change the component
        least strongly held to be consistent with components
        that are more strongly held.

								
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