CH 1-2 Understanding Consumer Behavior

Consumer Responses

• Affect

• Cognition

• Behavior

Consumer “affects”

• Seasonality

• Emotion, feeling, mood

• Limbic system

Consumer behavior research

• Consumer insights

• Basic vs. applied research

• Correlation

• Primary vs secondary data

mood

• Our _____ at the time of purchase (due to store design, weather, music) can affect what we feel like buying

• A _____ state biases our judgments of products

  • Grocery shopping on an empty stomach: spend more

  • Snowfall in late October: boost pre-Christmas sales

  • Caffeine and exposure to sunshine: spend more

market basket analysis (MBA)

Marketers can predict future demand by utilizing _____ and association mining rules. While it lacks explanatory power, it demonstrates strong predictability.

less

When we’re in a good mood, we process ads with

___ elaboration (___ attention).

affect formula

Affect = Mood + Feeling + Emotion

The limbic system

supports a

variety of functions but

appears to be primarily

responsible for emotion, long-

term memory, survival, and

olfaction.

The frontal lobe

contains

most of the dopamine-

sensitive neurons in the

cerebral cortex. The

dopamine system is

associated with attention,

short-term memory tasks,

planning, and motivation.

dopamine

While the frontal lobes play a role in

_____ release

emotions

the limbic system plays

a vital role in regulating and processing

various _____.

dopamine

a type of neurotransmitter that our nervous system

uses it to send messages between nerve cells. It plays a role in how we feel pleasure.

• When one anticipates a reward, not when the actual reward is received.

• Dopamine release is stronger under uncertainty

What impacts dopamine

release?

mood

• A phenomenological property of an

  individual’s subjectively perceived

  affective state e.g., cheerful or hostile

• Rarely interrupt ongoing behavior

• Transient, particularized to specific times

  and situations (Peterson 1983)

• One may or may not be aware of one's

  mood and its effects

emotions

• More intense, attention-getting, and

  tied to a specifiable behavior

• May redirect attention to the source

  of the emotion and interrupt ongoing

  behavior (Simon 1967)

• One is always aware of one's

  emotions and their effects

invariant feeling

Relatively stable and permanent, e.g., personality disposition and enduring attitude structures, e.g., satisfaction (Westbrook

1980)