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Ch 5: Consumer Buyer Behavior

About This Chapter

The short, engaging videos found in this chapter will help you understand how consumers behave and some of their motivations. A quiz follows every lesson, so you can make sure you're on track throughout the chapter.

Consumer Buyer Behavior - Chapter Summary and Learning Objectives

An effective marketer has to grasp consumer behavior in order to create successful campaigns. The short and engaging lessons in this chapter help you better understand what consumers look for and why they make the decisions they do. If you are ever confused by a topic, you can reach out to an instructor for further clarification. Some of the topics covered include:

  • The definition of consumer behavior theory
  • Overview of how consumers make decisions
  • The five-step process that leads to brand loyalty
  • Summary of the purchasing process
  • Factors that may influence buying decisions

Video Objective
Consumer Behavior Theory and Marketing Strategy Go over how consumer behavior and marketing are related.
Understanding the Consumer Decision-Making Process: A Marketing Must Learn how consumers make decisions.
Understanding the Consumer Adoption Process Study the five-step process that leads to a consumer becoming a customer.
Consumer Psychology and the Purchase Process Apply basic psychological concepts to better understand consumer behavior.
Cognitive Dissonance & Post-Purchase Process Learn the definition of cognitive dissonance and some tips on making the post-purchase process effective.
Brand Familiarity and the Purchase Process Review how the power of branding may affect purchasing decisions.
Buying Behavior and Marketing: Types of Consumer Buying Decisions Define different forms of purchasing decisions.
Influences on Consumer Buying Decisions: Cultures, Values & More Cover some factors that may impact a consumer's purchasing behavior.

8 Lessons in Chapter 5: Consumer Buyer Behavior
Consumer Behavior Theory and Marketing Strategy

1. Consumer Behavior Theory and Marketing Strategy

Watch this lesson to find out how marketers can use predictions about our behavior to create a strategy that helps them reach out to us and influence our decisions to buy.

Understanding the Consumer Decision-Making Process: A Marketing Must

2. Understanding the Consumer Decision-Making Process: A Marketing Must

In this lesson, you'll see how a consumer moves through a decision making process in order to purchase a product or service. Learn what methods marketers use to take advantage of this process.

Understanding the Consumer Adoption Process

3. Understanding the Consumer Adoption Process

Ever wonder how companies are able to go from design to profits? Some of it is luck, but an even bigger part of it is understanding their consumers. In this lesson, we take a look at the consumer adoption process.

Consumer Psychology and the Purchase Process

4. Consumer Psychology and the Purchase Process

Basic psychology concepts like learning, memory and conditioning can play a big role in dictating what we decide to buy. Watch this video to see how they work together.

Cognitive Dissonance & Post-Purchase Process

5. Cognitive Dissonance & Post-Purchase Process

Have you ever second-guessed a major purchase? Watch this video to understand what cognitive dissonance is and how marketers can keep us from experiencing it.

Brand Familiarity and the Purchase Process

6. Brand Familiarity and the Purchase Process

The brand of a product is like its personality. In this lesson, we'll discuss the different levels of brand familiarity and how they can impact the decision making process.

Buying Behavior and Marketing: Types of Consumer Buying Decisions

7. Buying Behavior and Marketing: Types of Consumer Buying Decisions

Marketers must consider how consumers decide to buy their product. Consumers use nominal, limited, and extended decision making. Watch this video to learn more about the different types of consumer decisions.

Influences on Consumer Buying Decisions: Cultures, Values & More

8. Influences on Consumer Buying Decisions: Cultures, Values & More

External influences are all around us and play a large role in our buying decisions. Watch this video to see how cultures, values and other influences shape our purchases.

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