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.