This chapter introduced you to the field of consumer behavior and examined its relevance to promotional strategy. Consumer behavior is best viewed as the process and activities that people engage in when searching for, selecting, purchasing, using, evalu-ating,and disposing of products and services to satisfy their needs and desires. A five-stage model of the consumer decision-making process consists of problem recognition, information search, alternative evaluation, purchase, and postpurchase evaluation. Internal psychological processes that influ ence the consumer decisionmaking process include motivation, perception, attitude formation and change, and integration processes.
The decision process model views consumer behavior primarily from a cognitive orientation. The chapter considered other perspectives by examining various approaches to consumer learning and their implications for advertising and promotion. Behavioral learning theories such as classical conditioning and operant (instrumental) conditioning were discussed. Problems with behavioral learning theories were noted,and the alternative perspective of cognitive learning was discussed.
The chapter also examined relevant external factors that influence consumer decision making. Culture, subculture, social class, reference groups,and situational determinants were discussed, along with their implications for the development of promotional strategies and programs.The chapter concluded with an introduction to alternative perspectives on the study of consumer behavior (also called interpretive, postmodern,or postpositivist perspectives).
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