Consumer Behaviour Notes
Consumer Behaviour Notes Chapter 2: Culture and Subculture
Variables influencing cross-cultural marketing strategies; Language, demographics, values, non-verbal communication.
Cultural is a unique pattern of shared meaning and understandings of a social group. It includes beliefs, art, law, morals, customs, language, values, myths, rituals and symbols
Cultural Values; -Norms specify ranges of appropriate behaviour -Sanctions penalties for violating norms These all lead to consumption patterns.
Terminal values; -Fundamental personal goals or end-states -E.g. equality, pleasure, wisdom, security, happiness -The ‘ends’
Instrumental values; -Basic approaches to reach terminal values -E.g. courage, loving, polite, honest -The ‘means’
Chapter 8: Learning and Memory Learning Without learning there is no memory. Learning involves doing something. Samples are stimuli used to help people learn and engage in doing something. The learning process is: 1) Stimuli; Internal/External 2) Information Process 3) Learning 4) Memory Types of learning theories are: 1) Behaviourist: Classical Conditioning, Operant/instrumental conditioning 2) Cognitivist: Iconic Rate, Vicarious/obsernational learning (modeling), Reasoning Classical Conditioning: Repetition to illuminate confusion. Operant/instrumental conditioning: let people try before they buy, 60 day trial period or money back.
Iconic Rate: Association between two or more concepts no repetition. E.g. ‘Toyotaeasy to fix-economical’ Reasoning: trying to use products in different ways.
Memory
Sample skips to last page
The Market Context Demographics: -Aging population -Women in the workforce -Single-person households -Declining middle-class -Ethnic diversity -Geographic distribution Technology: -Control over information -Smart products -Access to products -Mass customization Public Policy: -Rights of passive consumers -Regional economic integration -Pragmatism over ideology These all affect the consumer and their decisions.
Variables influencing cross-cultural marketing strategies; Language, demographics, values, non-verbal communication.
Cultural is a unique pattern of shared meaning and understandings of a social group. It includes beliefs, art, law, morals, customs, language, values, myths, rituals and symbols
Cultural Values; -Norms specify ranges of appropriate behaviour -Sanctions penalties for violating norms These all lead to consumption patterns.
Terminal values; -Fundamental personal goals or end-states -E.g. equality, pleasure, wisdom, security, happiness -The ‘ends’
Instrumental values; -Basic approaches to reach terminal values -E.g. courage, loving, polite, honest -The ‘means’
Chapter 8: Learning and Memory Learning Without learning there is no memory. Learning involves doing something. Samples are stimuli used to help people learn and engage in doing something. The learning process is: 1) Stimuli; Internal/External 2) Information Process 3) Learning 4) Memory Types of learning theories are: 1) Behaviourist: Classical Conditioning, Operant/instrumental conditioning 2) Cognitivist: Iconic Rate, Vicarious/obsernational learning (modeling), Reasoning Classical Conditioning: Repetition to illuminate confusion. Operant/instrumental conditioning: let people try before they buy, 60 day trial period or money back.
Iconic Rate: Association between two or more concepts no repetition. E.g. ‘Toyotaeasy to fix-economical’ Reasoning: trying to use products in different ways.
Memory
Sample skips to last page
The Market Context Demographics: -Aging population -Women in the workforce -Single-person households -Declining middle-class -Ethnic diversity -Geographic distribution Technology: -Control over information -Smart products -Access to products -Mass customization Public Policy: -Rights of passive consumers -Regional economic integration -Pragmatism over ideology These all affect the consumer and their decisions.
