About This Chapter
Below is a sample breakdown of the Consumer Decision Making chapter into a 5-day school week. Based on the pace of your course, you may need to adapt the lesson plan to fit your needs.
|Day||Topics||Key Terms and Concepts Covered|
|Monday||Consumer behavior||The importance of consumer behavior to marketers|
|Tuesday||Consumer decision-making process||Steps of the consumer decision process|
|Wednesday||Consumer psychology and cognitive dissonance||How basic psychology concepts impact purchases; post-purchase behaviors and cognitive dissonance|
|Thursday||Brand familiarity||How brand preference, recognition and non-recognition factor in the decision-making process|
|Friday||Buying behaviors and influences||Types of consumer buying decisions; influence of culture, values, social class, reference groups and opinion leaders on consumer decisions|
1. 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.
2. 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.
3. 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.
4. 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.
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.
6. 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.
7. 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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Other chapters within the Principles of Marketing Syllabus Resource & Lesson Plans course
- Marketing Philosophies & Ethics: Lesson Plans
- Competitive Advantage: Marketing Lesson Plans
- The Marketing Environment: Lesson Plans
- International Marketplace: Marketing Lesson Plans
- Business Marketing & Research: Lesson Plans
- Segmentation & Product Marketing: Lesson Plans
- Managing a Product & Retailing: Marketing Lesson Plans
- Services Marketing, Channels & Supply Chain Management: Lesson Plans
- Promotion, Advertising & Public Relations: Marketing Lesson Plans
- Selling & Pricing Strategy: Marketing Lesson Plans