Consumer Behavior (Session 2)
June 25, 2011/ July 2 Session 2
Topics
Consumer Behavior Evolution Consumption
Market Segmentation
Consumers as Individuals The Psychological Processes
Basic Concepts
Consumer Behavior – the process involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires
Exchange – the process whereby two or more organizations or people give and receive something of value
Consumption Principles
People often buy products not for what they do but for what they mean The product’s function go well beyond how they perform The deeper meaning of a product may help it to stand out from competition by making the image consistent with the underlying needs of the consumer
Consumption Activities
Consuming as Experience An emotional or aesthetic reaction to consumption objects Consuming as Integration Learning and manipulating consumption objects to express aspects of the self and the society Consuming as Classification The activities that consumers engage in to communicate their association with objects, both to self and others. Consuming as Play Consumers use objects to participate in a mutual experience and merge their identities with that of a group.
Semiotics
A field of study that examines the correspondence between a sign and the meaning or meanings it conveys
THREE BASIC COMPONENTS Object - The product that is the focus of the message Sign – Sensory Imagery that represents the intended meaning of the object Interpretant – the meaning derived from a symbol
Dark Side of Consumption
Consumer Addiction – physiological or psychological dependency on products or services
Compulsive Consumption – the process of repetitive, often excessive, shopping used to relieve the tension, anxiety, depression or boredom. The behavior is not done by choice The gratification derived from the behavior is shortlived The person
Topics
Consumer Behavior Evolution Consumption
Market Segmentation
Consumers as Individuals The Psychological Processes
Basic Concepts
Consumer Behavior – the process involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires
Exchange – the process whereby two or more organizations or people give and receive something of value
Consumption Principles
People often buy products not for what they do but for what they mean The product’s function go well beyond how they perform The deeper meaning of a product may help it to stand out from competition by making the image consistent with the underlying needs of the consumer
Consumption Activities
Consuming as Experience An emotional or aesthetic reaction to consumption objects Consuming as Integration Learning and manipulating consumption objects to express aspects of the self and the society Consuming as Classification The activities that consumers engage in to communicate their association with objects, both to self and others. Consuming as Play Consumers use objects to participate in a mutual experience and merge their identities with that of a group.
Semiotics
A field of study that examines the correspondence between a sign and the meaning or meanings it conveys
THREE BASIC COMPONENTS Object - The product that is the focus of the message Sign – Sensory Imagery that represents the intended meaning of the object Interpretant – the meaning derived from a symbol
Dark Side of Consumption
Consumer Addiction – physiological or psychological dependency on products or services
Compulsive Consumption – the process of repetitive, often excessive, shopping used to relieve the tension, anxiety, depression or boredom. The behavior is not done by choice The gratification derived from the behavior is shortlived The person