Consumer Behavior: Topic Guide for Chapter 1-8
Chap 1: INTRODUCTION
Phoebe Story—how does it connect to the book’s subject matter?
What does The dairy show? What is the point of the man doing Yoga?
When are we being a consumer, when not?
What are the five visions of the consumer?
Define consumer behavior and understand elements in that definition.
Be familiar with the story in Consumer Karma (CK).
What are the five resources all consumers have?
How is VALUE defined? How many values are there in Consumer Behavior?
Understand the book’s point of view (also discussed at length in class) on whether marketing creates a need in consumers. Why or why not?
What is the meaning of “The Tattoo is already inside you.”
What is the overall purpose of marketing?
What basic disciplines is Consumer Behavior based on.
For Whom is the study of CB relevant?
Be familiar with some new products mentioned in this chapter.
BEYOND the Class:
The Tattoo is Already Inside You
This is a beautiful and insightful phrase. Try to look for occasions when you can say it to yourself and to others, and say it. If asked, what it means, go ahead and explain it to your listeners. Try to do this during the semester at least on10 occasions, hopefully more. If you truly understand it, you will apply it in apt situations. The situation is apt when the consumer experience (your own or someone else's) is such that the phrase captures it aptly. (Yes, this is circular, purposely.) If you use it aptly, you will begin to enjoy it, and appreciate its intrinsic "beauty."
Chap 2
Understand definition of Consumer Motivation
Know about biogenic, psychogenic, innate and learned needs
Know the Maslow’s Model of Hierarchy of Motivations (and don't forget to locate it on the cover)
What is the theme and Significance of Suzzane’s email letter to author?
Know
How does Dichter’s Motive scheme differ from Maslow’s? ("differ" not in a mechanical sense--i.e., that the names of the motives are different; but rather in a conceptual sense--their foundation and rationale are different)
What Research methods are used for Uncovering Hidden Motives?
Draw the MAO Model.
Define Emotion.
What is Picture Matching method?
What is Mood and How does it differ from Emotion?
How does your mood affect your behavior as consumers?
What is Hedonic Motive?
Understand the concept of involvement and various types of Involvement.
Chap 3
Define perception and know the STEPS in it.
Know these terms: Zipping, Zapping, product placement; Attention, vividness, contrast. J.n.d., Weber’s Law; Gestalt, Figure & Ground, Closure.
Difference between voluntary and involuntary attention.
Understand what are stimulus characteristics, context, and consumer characteristics and how they influence perception.
What is the point of the Favela chair example?
What are the three subprocesses of perceptual distortion?
What is the point of the Zebra picture?
What is the point of the story in the CB FYI phone?
FIVE MARKETING APPLICATIONS
Know these terms: reference price (internal, external), assimilation, contrast.
Do brand names affect consumer perceptions? What is the point of Figure 3.7.
What do Perceptual Maps show; how to draw them?
What is positioning? How are brands positioned (various methods)?
Know the terms primary and secondary demand?
Read Box at the top of p. 85
Read “Romancing the Consumer” in this chapter.
Read LAST WORD in this chapter.
Chap 4
Understand the definition of learning.
Understand the Classical Conditioning model and its elements and terms.
Understand the Instrumental Learning model and its elements and terms.
Understand the figure on page 98.
Understand Cognitive learning and the terms: rote memorization and problem solving.
Understand the difference between low and high involvement learning.
What is the point of Seven Tips for Wearing Belts?
Understand the concept of stimulus generalization and discrimination.
Know the characteristics of STM and LTM.
Understand Figures 4.2, 4.3, and 4.4
Understand the concepts and processes of: Elaboration, Mnemonics, Episodic and semantic memories; Associated Network. Recognition and Recall.
Know the criteria by which to assess innovations.
Define Nostalgia and two underlying motives.
Understand three approaches to marketing with Nostalgia.
Should read the Last Word.
Chap 5
Read OV: How does Kristoff St John’s story relates to the topic of the chapter?
How are values defined? LOV profile (understand Table 5.1).
What is means-end chain and what does it contain at the bottom and top layers?
How is Personality defined? What is the relationship between personality and behavior?
Should know an example of each Defense Mechanism (Table 5.2).
What are the Big Five of Personality?
Should know the puzzle we did in class on 15 EPPS personality traits.
Should understand the concept of vanity and its components in measuring it.
Should know self-concept and how is it measured;
Should understand the theory of image congruity.
Should know the components of self-concept.
What is meant by Extended self-concept?
Read LAST WORD.
Chap 6
What is psychographics? What is Lifestyle? How do the two differ?
What is meant by Bohemian mix? Where will you find them in Greater Cincinnati?
What is your Big Life Project?
How are psychographics measured?
Have overall familiarity with VALS
Understand Materialism and it components (while measuring it)
Understand the concept of Voluntary simplicity.
Understand the concept of “Bobos”.
What store caters to Bobos and how does it do it?
Read LAST WORD.
Should know the definition of attitude.
Should be able to draw and explain the ABC model and measure its three components.
Should know the hierarchies of attitudes and what role involvement plays in these hierarchies.
Should know the functions attitudes serve.
Should be able to draw and measure multi-attribute model of attitude and explain what is Theory of Reasoned Action and also explain Fishbein’s extended Model.
Should know the three routes to attitude molding.
Should know what is a stereotype and how does that topic relate to attitudes.
Be able to explain FCB Grid.
Understand how central and peripheral routes work.
What is elaboration likelihood model? What does it have to do with attitude change?
Explain how attitudes can be molded using the multi-attribute model.
Explain Heider’s Balance Theory and its use in changing attitudes.
Explain the concept of active and passive audiences and the concept of cognitive response.
Explain how Low Involvement Advertising works.
Know when and how various appeal types work.
Explain what is source credibility? And the concept of Match Up hypothesis?
Explain how you would get customers (or anyone else) to like you.