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Consumers Rule
CONSUMER
BEHAVIOR, 8e
Michael Solomon
Chapter Objectives
When you finish this chapter you should understand
why:
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Figure 1.1
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Organization/group as
consumer
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Segmenting Consumers
Market segmentation is even
more important today
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Age
Gender
Family structure
Social class and income
Race and ethnicity
Geography
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Discussion
What are some products or services that are widely
used by your social group?
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Nostalgic Attachment
(link past self)
Interdependence
(daily routine)
Love
(emotional bonds)
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Virtual Consumption
Impact of the Web on
consumer behavior
24/7 shopping
without leaving home
Instantaneous access
to news
Handheld devices &
wireless
communications
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Discussion
It seems that everywhere you turn, marketers are
trying to capture your attention. Sports stadiums
are named after corporate sponsors, and brands
are advertised on everything from buses to t-shirts.
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versus
Want: one way that
society has taught us
that the need can be
satisfied
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Advertisers simply do
not know enough
about people to
manipulate them
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Consumer Activism
American Legacy Foundations
The Truth
Alerts everyone to the lies
and hidden practices of the
cigarette companies
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Discussion
Advertisers are often blamed for promoting a
materialistic society by making their products as
desirable as possible.
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Addictive
consumption
Compulsive
consumption
Consumed
consumers
Illegal activities
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Product Role
Experimental
Psychology
Clinical Psychology
Psychological adjustment
Microeconomics/Human
Ecology
Social Psychology
Sociology
Macroeconomics
Semiotics/Literary
Criticism
Demography
History
Cultural Anthropology
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Consumer behavior
involves many different
disciplines
MACRO CONSUMER
BEHAVIOR
(SOCIAL FOCUS)
Experimental Psych
Clinical Psychology
Develop Psychology
Human Ecology
Microeconomics
Social Psychology
Sociology
Macroeconomics
Semiotics/Literary Criticism
Demography
History
Cultural Anthropology
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Figure 1.2
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Positivist Approach
Interpretivist Approach
Nature of
reality
Objective, tangible
Single
Socially constructed
Multiple
Goal
Prediction
Understanding
Knowledge
generated
Time free
Context-independent
Time-bound
Contest dependent
View of
causality
Multiple, simultaneous
shaping events
Research
relationship
Separation between
researcher and subject
Interactive, cooperative
with researcher being
part of phenomenon
under study
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Table 1.3
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Figure 1.3
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