About This Chapter
Influencing Consumer Behavior - Chapter Summary
This chapter covers the many strategies used to influence a consumer's behavior. Review fun lessons to learn about nudge theory, liberal paternalism, DITF and FITD compliance techniques and more. Access these lessons from any computer or mobile device with an Internet connection to easily align your studies with your schedule. Use the multiple-choice quiz with each lesson to assess your understanding of the concepts you've reviewed. Take the comprehensive practice exam to get a complete review of this chapter. When finished, you will be ready to:
- Define nudge theory, and discuss its impact on consumer behavior
- Differentiate between good nudges and bad nudges in marketing strategy
- Explain how overconsumption can result from behavioral nudges
- List various methods for changing and sustaining consumer behavior
- Describe how context effects can impact a consumer's choice behavior
- Share ways marketers use memory and learning theories
- Compare and contrast DITF and FITD compliance techniques
- Provide the definition of liberal paternalism
- Analyze different brands' marketing strategies, and describe how they impact consumer behavior
1. Nudge Theory: Definition & Influence on Consumer Behavior
This lesson will introduce and describe nudge theory; additionally, the lesson will explain both the positive and negative influences nudging has on consumer behavior.
2. Good Nudges vs. Bad Nudges in Marketing Strategy
In this lesson, we will define the marketing strategy of good nudges and bad nudges, compare the two marketing strategies, and describe characteristics of each strategy.
3. How Behavioral Nudges Can Lead to Overconsumption
How susceptible are we in our daily lives to suggestions and positive reinforcement? Can a nudge here or there make us overeat or buy something we don't need? In this lesson, we'll discuss how behavioral nudges can lead to overconsumption.
4. Methods for Changing & Sustaining Consumer Behavior
Good marketers want to do more than persuade consumers to buy their products - they want consumers to change their buying behavior. In this lesson, we'll discuss some methods marketers can use to change consumer behavior and sustain that behavior going forward.
5. Context Effects & Consumer Choice
When shopping, there are different environmental aspects that influence you to make a purchase. This lesson will discuss context effects, what they are, and how each of them works.
6. How Marketers Use Learning & Memory Theories
Marketers can leverage consumer behaviors and psychologies to add in their advertising and promotions efforts. In this lesson, you'll learn more about learning and memory theories.
7. DITF & FITD Compliance Techniques: Definition & Comparison
Compliance techniques are used to gain a 'yes' from your target recipient. In this lesson, you'll get a closer look at two of the more popular techniques and how they are similar and different in nature.
8. Liberal Paternalism: Definition & Examples
Choices are what make life great. When you have multiple options, you feel empowered. But what if there was a force secretly influencing your decisions? Come along as we learn about libertarian paternalism.
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Other chapters within the Marketing 302: Consumer Behavior course
- Introduction to Consumer Behavior
- Factors Influencing Consumer Behavior
- Consumers & the Decision Making Process
- Consumer Behavioral Heuristics
- Consumer Buying Behavior
- Microeconomics in Consumer Behavior
- Individual Financial Decision-Making
- Experiential Consumption
- Consumer Behavior Market Research
- Consumerism & Behavioral Appeals
- Psychology of Price
- Customer Satisfaction
- Required Assignments for Marketing 302: Consumer Behavior