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Introduction
I have been teaching Consumer Behaviour at Kwantlen Polytechnic University since 2013 and really love this course. At our university, Consumer Behaviour is offered in first year whereas in many other universities, it is usually a third year course. Sometimes t...
About this Edition
The majority of the content in this book has come from other open resources. I have adapted materials from open textbooks, websites, courses, blogs, and articles created by Psychology, Sociology, Anthropology, Business, and Marketing scholars and authors. I...
I. Perception
Learning Objectives In this section, we will learn about perception and how marketers use sensory marketing and the perceptual process to position brands in the marketplace. Upon completing this section, students should: 1. Explain the role of sensory...
II. Learning Theories
Learning Objectives In this section, we will discuss learning theories and how marketers use these theories to market their products and services, reach consumers, and develop brand loyalty. Upon completing this section, students should: 1. Define beh...
III. Consumer Motivation and Involvement
Learning Objectives In this section, we will learn about motivation and how marketers apply techniques to increase consumer involvement, meet consumers needs & wants, and use motivational techniques to develop consumer marketing strategies. Upon completing...
IV. Personality, Lifestyle, and The Self
Learning Objectives In this section, we will learn about personality, lifestyle, and the self and how marketers design lifestyle marketing strategies using psychographic factors such as activities, interests, and opinions. Upon completing this section, s...
V. Attitudes and Attitude Change
Learning Objectives In this section, we will learn about attitudes and how marketers design strategies to strengthen consumers’ attitudes or change attitudes to favour their marketing purposes. Upon completing this section, students should: 1. Define ...
VI. Individual Consumer Decision Making
Learning Objectives In this section, we will learn about individual consumer decision making and how marketers can design strategies to influence the consumer decision making process. This section also introduces trends that influence different stages of th...
VII. Key Influences on Consumer Decision Making
Learning Objectives In this section, we will learn about the key demographic, social, and situational influences on consumer decision making. Upon completing this section, students should: 1. Identify the key demographic, social, and situational influ...
VIII. Culture and Subcultures
Learning Objectives In this section, we will learn about the relationship between culture, subcultures, and marketing and ways in which cultural concepts influence consumption. Upon completing this section, students should: 1. Define the terms “cultur...