BUS 5656 Consumer Behavior Strategies

Lecture: Introduction to Consumer Behavior

Outcomes

• Define consumer behavior
• Describe three phases of consumer behavior
• Define segmentation
• Identify typical bases for segmentation
• Describe the three-stage perceptual process
• Explain why most single marketing messages have little influence on us
• Discuss how personal and stimulus factors influence attention
• Explain why subliminal advertising is ineffective
• Explain why one ad may be interpreted differently by different people

Lecture: Learning and Memory

Lecture: The Self

Outcomes

• Describe how cognitive systems and memory work
• Explain how people learn via cognitive learning
• Define classical and instrumental conditioning
• Apply learning theories to marketing contexts
• Define the self in terms of cognition and memory
• Explain how gender, sex, and sexuality are related to the self
• Discuss how personality is related to the self
• Apply theories of self to marketing and identity

Lecture: Motivation, Involvement and Values

Lecture: Lifestyles and Psychographics

Outcomes

• Define motivation and describe the motivational process
• Discuss how motivation influence how people make decisions
• Describe involvement, its antecedents and its consequence
• Explain what values are and how they influence behavior
• Define lifestyles and psychographics and the relationship between them
• Explain how psychographic research is used to do lifestyle segmentation and marketing
• Discuss why lifestyle segmentation is so powerful

Lecture: Attitudes, Theories and Models

Lecture: Persuasion through Communication

Outcomes

• Define attitude, attitude object and the ABC model of attitudes
• Describe the three attitude hierarchies and relate them to marketing
• Explain the relationship between cognitive consistency or balance and attitudes
• List different multi-attribute models and how they influence how marketers attempt to change attitudes
• Describe conventional communications model
• List source characteristic that make a communication more or less persuasive
• List message characteristics that make a communication more less persuasive
• Discuss the ELM and how it influences persuasion in two different ways

Lecture: Individual Decision Making

Lecture: Family Decision Making

Outcomes

• Describe the consumer decision making process
• Explain how involvement affects the consumer decision making process
• Identify how marketers can influence the decision making process at each step
• List how group decision making differs from individual decision making
• Discuss how the family life cycle influences family decision making
• Identify how children influence family decision making

Lecture: Group Influence

Outcomes

• Define reference groups and list the different types
• Explain how and when reference groups will influence purchase intentions
• List the characteristics of opinion leaders
• Discuss when WOM is likely to occur and how firms might manage it

Lecture: Cultural Influences

Lecture: Income and Social Class

Outcomes

• Discuss what culture, subculture, race, and ethnicity generally mean
• List and define Hofstede’s five cultural dimensions
• Explain how culture influences consumer behavior
• Identify three major U.S. ethnoracial subcultures
• Discuss how ethnoracial, religious, age, and other subcultures might influence consumer behavior
• Define social status
• Describe how social status influences financial and other resources
• Explain how different social strata are different cultures
• Explain how social class influences consumption behavior

Lecture: Dark Side of Consumer Behavior

Outcomes

• Discuss four (of many) controversial issues related to consumer behavior
• Segmentation or Exploitation
• Addictive and Compulsive Consumption
• Vulnerable Populations
• Exporting American Culture