About This Chapter
Consumer Buying Behavior & Influences - Chapter Summary
This chapter offers a comprehensive overview of consumer buying behavior and influences. Explore lessons developed by top instructors to learn about or refresh your knowledge of consumer decisions, customer needs, buyer personas and much more. Each lesson is paired with a short quiz you can take any time to assess your comprehension of key concepts. If you develop questions during your examination of this chapter, be sure to submit them to our experts via the Dashboard. Our study resources are accessible 24/7 using any computer or mobile device. After finishing this chapter, you will be ready to:
- Define and list types of consumer buyer behavior
- Identify and discuss different influences on consumer buying decisions
- Differentiate between environmental and situational influences on consumer behavior
- Share the definition of behavioral economics
- Explain how personalities impact the emotional appeal of products
- Discuss ways marketers can keep consumers from experiencing cognitive dissonance
- Compare and contrast nominal, limited and extended decision making
1. What Is Consumer Buying Behavior? - Definition & Types
Most every business wants to know how consumers tick. In this lesson, you'll learn about consumer buying behavior, including the standard model. You'll also have a chance to take a short quiz after the lesson.
2. Consumer Decisions: Types, Overview
How consumers make decisions is a primary interest to all businesses. In this lesson, you'll learn about different types of consumer decision-making. You'll also have a chance to take a short quiz after the lesson.
3. 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.
4. Environmental & Situational Influences on Consumer Behavior
We are surrounded by factors in our environment that influence our purchasing decisions. Some are constants, while others are more situational in nature. In this lesson, we'll examine some of these influences on consumer behavior.
5. Behavioral Economics: Definition & Applications
While most of us try to make good decisions, sometimes we are tempted to act on an impulse. In this lesson, we'll learn about a type of economics that studies why we don't always make the decisions that are most beneficial to us.
6. Personality Effects on Experiential Consumption
It is not unusual for companies to appeal to us in one way or another to get us to purchase their products. However, one way to create a strong impact is to appeal to our emotions. In this lesson we will learn how our personalities influence the emotional appeal of certain products.
7. Customer Needs: Types & Differentiation by Customer Group
This lesson covers knowing your customers and matching their needs. You'll learn why it is important to know your customer, what they are looking for, and how customers vary.
8. Buyer Personas: Definition & Application
Buyer personas can be a useful tool in better understanding your customers. In this lesson, we'll discuss what personas are, why they're important and how you can use the information you gather to reach people with compelling content, at all stages of their buying journey.
9. 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.
10. 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.
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