Chapter One 09 23 2014 What is consumer behavior 1 All thoughts feelings situational influences and actions involved in the consumption process Influencing deciding buying paying using disposing 2 Involves interactions with people objects stimuli 3 Known as exchanges of resources Anything that has value for at least one partner What are the four components of consumer behavior 1 Affect 2 Cognition 3 Behavior 4 Environment Know the orientations that defined each era in the evolution of consumer behavior 1750 1850 Pre Industrial Age Wholesaler 1850 1920 WWII Industrial Revolution Manufacturing Orientation 1920 1960 Mass Communications Selling Orientation 1960 2000 Information Revolution Marketing Orientation 2000 Customer Orientation What other fields influence the field of consumer behavior 1 Anthropology the study of humans within and across cultures Human physiology perception Evolutionary origins biology Cross cultural differences Questioning of assumptions within own culture 2 Economics Basic Economics o Supply and demand o Rational decision making o Information search o Predicting behavior o Behavioral economics Mental accounting Biases Choice processes 3 History and Geography Origins of traditions How geography impacts individuals o Isolation o Language development o Climate 4 Psychology study of human thinking and behavior Personality Development Affect emotions feelings Cognition thinking Attention and its limitations Learning Fads fashions Diffusion of innovation Popular culture 5 Sociology cultural interpersonal influences on consumption What is the resource exchange theory and what are the six resources Status Services Information Goods Love Money Particularism Concreteness Chapter Two 09 23 2014 How do the elements in the Wheel relate to one another The Wheel of Consumer Analysis Affect consumer s moods feelings or emotions about stimuli and events events o Concern for safety o Resulting feelings of greater safety Cognition a consumer s thoughts and beliefs about stimuli and o Information processing and decision making Behavior a consumer s physical actions that can be directly observed and measured by others o Talk to a friend or salesperson o Try the product o Purchase the product and equipment Environment everything external to a consumer that influences what she he thinks feels and does o Pay attention to news reports on crime o Note the proximity of the crime to your neighborhood o Read other information online Elements are 1 Dynamic 2 Interactive 3 Reciprocal Highlights the importance of consumers in developing a marketing strategy What is a marketing strategy Set of stimuli placed in the consumer s environment designed to influence their affect cognition and behavior What is the scientific method Body of techniques for acquiring new knowledge based on gathering observable empirical measurable evidence subject to specific principles of reasoning Limited by potential biases and assumptions 1 Renaissance Period 13th century 2 Age of Enlightenment Reason 17th century start of the scientific revolution 3 Modern Era 21st century answering questions previously thought unanswerable Chapter Three Affective System and Emotion 09 23 2014 Know the 4 levels of affective response and how they relate to each other in the affective system 1 Emotions Physiological Processes Bodily changes when experiencing an Expressive Behavior Outward signs an emotion is being emotion experienced o Body language o Facial expressions Cognitive Appraisal How one interprets how they are feeling Highest arousal intensity Changes quickly Kansai Engineering A philosophy that translates customer s 2 Feelings emotions into design elements Less intense but based on satisfaction Emotions and feelings have specific referents 3 Moods Based on events surrounding specific referents o Humor 4 Evaluations Designed to provoke thought while evoking emotions Moods and evaluations based on surrounding events Utilize affective responses by creating the environment 1 Emotions create context 2 Feelings set tone 3 Moods provide inferences about brands 4 Evaluations provoke thoughts about our feelings How is the affective system characterized Reactive Controlled Can be physically felt Can occur in response to any type of stimulus Are primarily learned Are not always reactive in nature Are something we have control over What is meant by hot route and cold route Brain Centers of Emotion 1990s 1 Hot Route Limbic System emotional brain memory learned for survival o The amygdala is highly involved in emotional responses o Direct path from thalamus o 1 12 000 second Cerebral Cortex thinking brain executive control inhibitory neurons o We think about our emotions 2 Cold Route o Cortical judgments can then override direct path Know how color influences affective response specifically red green blue and black 1 Red strength power determination passion love Stimulates appetite and desire Represents joy sexuality passion sensitivity and love 2 Dark Red vigor rage danger anger leadership courage longing malice wrath High visibility stop signs stoplights fire equipment 3 Light Green health and the environment 4 Dark Green ambition greed and jealousy 5 Aqua emotional healing and protection 6 Blue trust loyalty wisdom confidence intelligence tranquility cleanliness calmness 7 Light Blue health healing tranquility understanding and softness 8 Dark Blue knowledge power integrity seriousness Associated with depth expertise stability Color of corporate America 9 Black power elegance formality sophistication nightlife Mysterious but associated with strength and authority 10 Grey suggest simplicity for high tech products What is emotional intelligence The ability to reason about emotions and apply this emotional knowledge to achieve a desired outcome A component of cognition appraisal What are the four dimensions of emotional intelligence 1 Perceive 2 Facilitate 3 Understand 4 Manage What are the three components of Emotion 1 Physiological Processes Bodily changes when experiencing an emotion 2 Expressive Behavior Outward signs an emotion is being experienced Body language Facial expressions 3 Cognitive Appraisal How one interprets how they are feeling What are atmospherics and what are their benefits Sounds smells and colors Part of the physiological processes of emotion What theory of emotion is often used to explain and treat addictive behaviors Opponent Process Theory of Emotion 1970s Every primary emotional state trigger its