Session_1___Introductioin_to_Consumer_Behavior_Canvas-1

Consumer Behavior Overview

• Definition of Consumer Behavior: The study of processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and wants.

• Key Components:

  • Select

  • Decision making

  • Purchase

  • Usage

  • Disposal

  • Experience

  • Thoughts

  • Feelings

  • Needs/Desires

Who is a Consumer?

• Definition:

  • A consumer is an individual who consumes goods or services. (Source: Merriam-Webster Dictionary)

• Self-Reflection: Are you consumers now? This prompts the audience to consider their own role as consumers.

Understanding Consumer Behavior

• Stages of Consumer Behavior Process:

  • Pre-Purchase: The phase where needs are identified, information is sought, and alternatives are evaluated.

  • Purchase: The moment the decision is made to buy, involving a transaction.

  • Post-Purchase: Reflecting on the purchase experience, including satisfaction and disposal of the product.

Insights from Consumer Journeys

Trip #1: Perception

• Key Concepts:

  • Color and how it affects perception of products.

  • Illusions created in marketing.

  • Mental maps consumers create regarding product categories.

Trip #2: Mirror, Mirror, on the Wall

• Key Activities:

  • Self-recognition activities using cellular camera.

  • Mirror Self Recognition: Assessing one's self-awareness.

• Self-Concept in Animals: Exploring whether pets possess a 'self' concept through interactions with mirrors. Example: Mao Mao and the mirror.

• Self-Reflection: Considerations around beauty, self-esteem, and personality.

Trip #3: A Story

• Experiment with Ethical Implications:

  • Setup: Hypothetical scenario involving a teacher and learner with shock treatment.

  • Shocking Insights: Understanding the extent of obedience in participants.

• Statistics in Focus:

  • Estimate the percentage of participants who will administer the first electric shock.

  • Determine how many will proceed to deliver the maximum shock (450 volts).

Persuasion and Situational Influence

• Elements:

  • How perceptions, learning, motivation, and emotions play a role in consumer behavior.

  • The impact of persuasion on consumer decisions.

  • The role of situational influences created during consumer interaction.

Notes and Recommendations

• Suggested Actions:

  • Taking notes during class discussions.

  • Reading relevant chapters in textbooks for deeper understanding.