FFLecture1notes.docx

CB：Lecture1目录Introduction to consumer behavior1Framework of consumer analysis3Research methods in consumer behavior4Affect5Cognition6Relationship between affect and cognition7Marketing implications:8Knowledge8Introduction to consumer behaviorDefinition of CB: the dynamic interaction of affect and cognition, behavior and environment by which human being conduct the exchange aspects of their lives.(American marketing association)Characteristics: CB:involves interactions (between different customers, sellers)involves exchanges(infor, money,product)is dynamicCB’s role in marketing strategy:A marketing strategy is asset of stimuli placed in consumers’ environment designed to influence their affect, cognition and behaviorMarketing strategies are designed to increase chances of favorable thoughts and feelings of particular products, services and brands among consumersIncrease chances of trial and purchase.a logic sequence is:research and analyze what consumers think, feel( relative to firm’s offering and other competitors)analysis the consumer envrionemnt:what factors are currently influencing consumersdevelop a marketing strategy based on these research and analysisconsumer analysis continues after a strategy has been implemented.research should continue to investigate the effects of the strategy and whether it could be mad more effective.Framework of consumer analysis(affect and cognitionmental responses consumer exhibit toward stimuli and events in their environment)Elements:Affect: refers to feelings about stimuli and events(can be like or dislike;satisfied or dissatisfied)- response can be favorable or unfavorable- response can vary in intensity(strategyaffect: create positive affect for product to increase chances that consumers will buy them)Cognition: refers to thinking; such as a belief about a particular product- thinking, understanding and interpreting stimuli and events - aspects of cognition are unconscious and automatic(strategycognition: Volvo ads often feat