management of consumer behavior

Jiangxi University of Finance and Economics via XuetangX

Overview

Management of Consumer Behavior combines a foundation in key concepts from marketing, psychology, sociology, and anthropology with a highly practical focus on real-world applications for today's business environment. During this process, you will come to better understand yourself as a target of marketing influence. You will also appreciate how an understanding of consumer psychology can be used to develop powerful marketing techniques and tactics. The course uses a mix of experiments, large cases, mini-cases, videos and lectures to advance these concepts.

The study of consumers helps understanding issues such as how

--The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers);

--The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);

--The behavior of consumers while shopping or making other marketing decisions;

--Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;

--How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and

--How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

Syllabus

chapter 1Buying, Having, Being

1.1 Consumer behavior is a process
1.2 Consumers’Impact on Marketing Strategy
1.3 Our choices as consumers relate in powerful ways to the rest of our lives.
1.4 Our motivations to consume are complex and varied.
1.5 Technology and culture create a new “always on” consumer.
1.6 how and what we should understand about consumer behavior
CASE STUDY: Netflix

chapter 2 Decision Making

2.1 Three categories of consumer decision-making
2.2 A cognitive purchase decision is the outcome of a series of stages
2.3 We often fall back on well-learned “rules-of-thumb” to make decisions.
CASE STUDY:Netflix

chapter 3 Cultural Influences

3.1 A culture is a society’s personality
3.2 Our deeply held cultural values dictate the types of products and services
3.3 We distinguish between high culture and low culture
3.4 Many modern marketers are reality engineers
3.5 Myths are stories that express a culture’s values
3.6 Many of our consumption activities are rituals
3.7 We describe products as either sacred or profane
3.8 Products that succeed in one culture may fail in another
CASE Study:Cheerios

chapter 4 Consumer and Social Well-Being

4.1 Ethical business is good business
4.2 Marketers have an obligation to provide safe and functional products
4.3 Consumer behavior impacts directly on major public policy issues
4.4 Consumer behavior can be harmful to individuals and to society
CASE :UNICEF Wages Guerrilla Warfare

Chapter 5 Perception

5.1 The design of a product today is a key driver of its success or failure
5.2 Products and commercial messages often appeal to our senses
5.3 Perception is a three-stage process
5.4Subliminal advertising is a controversial
5.5 We interpret the stimuli to which we do pay attention
5.6 The field of semiotics helps us to understand how to create meaning
case study: The Brave New World of Subway Advertising

chapter 6 Learning and Memory

6.1 It’s important for marketers to understand how consumers learn about products and services
6.2 Conditioning results in learning
6.3 Learned associations can generalize to other things and why this is important to marketers
6.4 There is a difference between classical and instrumental conditioning
6.5 We learn by observing others’ behavior
6.6 Our brains process information about brands to retain them in memory
6.7 The other products we associate with influence how we remember
6.8 Marketer measure our memories about products
6.9 Products help us to retrieve memories from our past

chapter 7 The self

7.1 The self-concept strongly influences consumer behavior
7.2 Products often define a person’s self-concept
7.3 A consumer’s personality influences the way he responds to marketing stimuli
7.4 Brands have personalities
7.5 our bodies is a key component of self-esteem
7.6 Every culture dictates certain types of body decoration or mutilation
case study: IS BEAUTY MORE THAN SKIN DEEP?

chapter 8 Attitudes & Persuasion

8.1 understand the nature and power of attitudes
8.2 maintain consistency among all of our attitudinal components
8.3 Attitude models identify specific components
8.4 The communications model identifies several important components for marketers
8.5 Several factors influence a message source’s effectiveness

chapter 9 Buying and Disposing

9.1 Many factors at the time of purchase dramatically influence the consumer decision-making process
9.2 The information a store’s provides strongly influences a purchase decision
9.3 social power, influence our decisions
9.4 Our desire to be consistent with other people motivates us to mimic what they buy and use
9.5 Our traditional notions about families are outdated
case study

chapter 10 Consumer Identity I-Sex Roles &Subcultures

10.1 Consumer identity derives from “we” as well as “I”
10.2 Gender identity is a very important component of a consumer’s self-concept
10.3 subcultures often play a big role in guiding our consumption behaviors
10.4 Marketers increasingly use religious and spiritual themes
10.5 We have many things in common with others
10.6 Teens are an important age segment for marketers
10.7 Baby Boomers are the most powerful age segment economically
10.8 Seniors are a more important market segment
10.9 Birds of a feather flock together
CASE STUDY:RIDING THE PLUS-SIZE WAVE

chapter 11 Consumer Identity II:Social Class & Lifestyles

11.1 Our confidence in our future determines how freely we spend and the types of products we buy
11.2 WE group consumers into social classes
11.3 Individuals’ desire to make a statement about their social class influences the products they like and dislike
11.4 Identifying patterns of consumption can be more useful than knowing about individual purchases
CASE STUDY : Parrot Heads Unite

chapter 12 Networked Consumer Behavior

12.1 What other consumers tell us about products is more influential than formal advertising
12.2 “Opinion leaders” are particularly likely to influence others’ product choices
12.3 Social media changes the way companies and consumers interact
12.4 Online social networking magnifies the impact of word-of-mouth communication
12.5 New products, services, and ideas spread through a population over time
12.6 Many people and organizations play a role in the fashion system
CASE STUDY Never Stay Here! The Power of Negative Online Reviews