Lecture Outline for
Friday, Sept. 28, 2001

Chapter 5 on Consumer Behavior:

2 Perspectives

• Influences on Consumer's Interpretation of Advertising Messages
• Consumers as Rational Decision-Makers

Focus today:

Consumer as Decision Maker

Types of Buyers

• Planners (___________________________)
• inexperience, but ___________________________
• ___________________________
• typically performed with products that are ___________________________
• considerable ___________________________
• Partial Planners
• ___________________________ solvers with a ___________________________ to solve
• ___________________________ and ___________________________ are ___________________________
• Impulse Purchasers

More on Types of Buyers

• Habitual Purchasers
• reduce ___________________________ and help ___________________________
• ___________________________ decision-making mode
• ___________________________
• no deeply ___________________________
• likely to occur with ___________________________
• consumer ___________________________  ___________________________ over and over again
• Brand Loyal
• high ___________________________ and ___________________________
• ___________________________ ___________________________

Influences on You as a Consumer

• Cultural
• __________, ______________, and ________
• Social
• ___________________________, ___________________________,  ___________________________ groups, ___________________________, ___________________________, and _________________________
• Situational
• ___________________________ (I.e., weather and other factors that make up the situation in which we use products
• ___________________________ (I.e, the amount of time since the product was last used, time of day, time of year,e tc)
• ___________________________ or the reason you are seeking information about a product
• your___________________________ before and during a purchase (impulse sales)
• Psychographics

Psychographics

psychological variables that ___________________________ to shape our ___________________________

The variables:

• perception
• motives and needs
• habits
• attitudes
• personality
• lifestyle (vals2)

Ways to Study Personality

• Trait theory
• Social-psychological personality theory
• Cognitive personality theories

Perspectives on the self

• Self-concept
• Self-esteem
• Self-consciousness
• Self-monitoring

Other Psychographic Variables

• ___________________________ - internal force that stimulates you to behave in a certain way
• ___________________________ basic forces that motivate you to do something
• ___________________________ learned predisposition
• ___________________________ - long-lasting qualities. Consistent behavior
• ___________________________ - VALS
• Attitudes

What is an attitude?

• ___________________________ or ___________________________ concerning objects, people, or events.
• Difference between attitudes and values?
• Major Components

Cognitive
Affective
Behavioral

How are attitudes learned?

• ___________________________
• when a stimulus eliciting a response is paired with another stimulus that initially does not elicit a response on its own but will cause a similar response over time because of an association with the first stimulus.
• ___________________________
• learning to perform behaviors that produce positive outcomes and avoid those that yield negative outcomes.
• ___________________________
• learn by watching the actions of others and noting the reinforcements they receive for their behaviors.  (imitating)