Consumer Behaviour

What is CB, and is it worth studying?

What are consumers looking for in their purchases? How hard do they try?

What do consumers want? What do they need? Is that the same question twice?

Consumers look at the world, and see it as it is, right. And then we remember it for what it…

"Who am I?" Do you ask that question much? When you are shopping? Does anyone else? Would it matter if…

Theories: 1. Emotions guide behaviour; 2. Consuming Emotions; 3. Managing emotions & compensation

Theories: 1. Norms & Values; 2. Rituals & movement of meaning; 3. Reference groups; 4. Tribes & communities

CCT type slant? Key theories: 1.Social capital? 2. Stigma? 3. Performativeness?

Theories: 1. The Marketing funnel & comms goals 2. Models of Behaviour Change (e.g., TPB); 3. Framing 4. Involvement &…

Theories: 1. Priming; 2. Endorsement; 3. Narratives

Theories: 1. Self-regulation vs. Executive control; 2. Hyperbolic discounting; 3. Environment influences (‘nudges’); 4. Automaticity & mindfulness

Theories: 1. Market structure problems; 2. Hedonic treadmill; 3. positive psychology (e.g., SDT)

Practical advice on consumer insight practice. Philosophers: Sharp vs. Godin

Theories: 1. Marketing mix; 2. Relational model; 3. Network model