Summary Consumer Behavior seventh edition (chapter 1 to 14) - Marketing for Pre-Master. Extensive summary with examples! Author: Wayne D. Hoyer. ISBN-13: 978-1-305-50727-2
Summary book Consumer Behavior Hoyer, Chapters 1 - 18 in English
Test bank for Consumer Behavior 7th Edition by Wayne Hoyer (Author), Deborah J. MacInnis (Author), Rik Pieters A+
Summary Book chapters 1 t/m 10 + 17 Consumer Behavior
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Con me beha io
Chap e 1 Unde anding con me beha io
1.1 Defining con me beha io
Con me beha io = he o ali of con me deci ion i h e ec o he ac i i ion,
con m ion, and di o i ion of good , e ice , ime and idea b h man deci ion-making ni
(o e ime).
➔ Beca e con me beha io incl de he con m ion of o man hing , e e he
im le e m offe ing (aanbieden) o encom a (om a en) he e en i ie .
➔ Offe ing = a od c , e ice, ac i i , e e ience o idea offe ed b a ma ke ing
o gani a ion o con me .
Con me beha io eflec mo e han he a ha a od c i ac i ed b a ingle e on a
an one oin in ime. Think of ome ma ke ing a egie and ac ic ha o infl ence one o
mo e dimen ion of con me beha io ho n in hi ho o:
Ma ke e a ee emel in e e ed in ho con me b od c , b al o in con me
beha io ela ed o ing and di o ing of an offe ing:
- Ac i ing: he oce b hich a con me come o o n an offe ing.
- U ing: he oce b hich a con me e an offe ing.
- Di po ing: he oce b hich a con me di ca d an offe ing. Con me di o e of
old od c he ac i ed in a n mbe of a , of en ime h o gh ec cling o in age
ho .
En i e ma ke a e de igned a o nd linking one con me di o i ion deci ion o o he
con me ac i i ion deci ion . The e ence of ac i i ion, con m ion and di o i ion can
occ o e ime in a d namic o de (ho , da , eek , mon h o ea ). O e he ime,
b oade change occ in con me beha io : fif ea ago, con me had fa fe e b and
choice and e ee o ed o fe e ma ke ing me age .
- No ada , ome con me al o collabo a e i h ma ke e o i h each o he o c ea e
ne od c . Then, con me become co-c ea o of od c .
2
,Con me beha io
The o ali of deci ion
Con me beha io in ol e man deci ion , nde anding he he , h , hen, he e, ho ,
ho m ch, ho of en and fo ho long con me ill b / e/di o e an offe ing.
- Whe he o ac i e/ e/di po e an offe ing: con me m decide if he end o
a e hei mone . Ho m ch he decide o end can be infl enced b hei
e ce ion of ho m ch he ecall ending in he a . Deci ion abo he he o
ac i e, e, o di o e of an offe ing a e of en ela ed o e onal goal , afe
conce n , o a de i e o ed ce economic, ocial o chological i k.
- Wha offe ing o ac i e/ e/di po e of: e make choice among od c o e ice
ca ego ie and e choo e be een b and . O choice m l i l dail a ma ke e
in od ce ne od c / i e / ackage .
- Con me in diffe en age g o ha e diffe en need and end diffe en
amo n on nece i ie and nonnece i ie .
- Wh ac i e/ e/di po e an offe ing: among he mo im o an ea on o con me
a e he a in hich an offe ing mee omeone need , al e o goal .
Teenage ma moke, e en ho gh he kno i i ha mf l, beca e he hink
moking ill hel hem gain acce ance. Some con me ma be nable o o
ac i ing/ ing/di o ing of od c . The ma be h icall addic ed o od c
ch a ciga e e o he ma ha e a com l ion o ea , gamble (gokken) o b .
- Wh an offe ing i no ac i ed/ ed/di po ed of: ma ke e al o an o kno h
con me do NOT ac i e/ e/di o e of an offe ing. E hic and ocial e on ibili
can al o la a ole. Some ime he od c he an i no a ailable o he hink ha
he od c ill oon be o da ed.
- Ho o ac i e/ e/di po e of an offe ing: ma ke e gain a lo of in igh b
nde anding ho con me ac i e, con me and di o e of an offe ing.
- Wa of ac i ing an offe ing: Con me make a lo of deci ion d ing he
ac i i ion of an offe ing, like he a men me hod and he loca ion. Thi ela e
o con me b ing deci ion . The able belo ho ha con me can
ac i e an offe ing in o he a .
# Ac i i ion me hod De c ip ion
1 B ing A common ac i i ion me hod ed fo man offe ing .
2 T ading Con me migh ecei e a good o e ice a a of a ade.
3 Ren ing o lea ing n ead of b ing, con me en o lea e ca /f ni e/ aca ion/home and mo e.
4 Ba e ing ( ilhandel) Con me (and b ine e ) can e change good o e ice i ho ha ing mone
change hand .
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, Con me beha io
5 Gif ing Each ocie ha man gif -gi ing occa ion (gelegenheden) a ell a info mal o fo mal
le dic a ing ho gif a e o be gi en, ha i an a o ia e gif and ho o e ond
o a gif .
6 Finding Con me ome ime find good ha o he ha e lo (ha lef on a b )o h o n
a a .
7 S ealing Beca e a io offe ing can be ac i ed h o gh hef , ma ke e ha e de elo ed
od c o de e hi ac i i ion me hod, ch a ala m o de e ca hef .
8 Sha ing O bo o ing (lenen). Some e of ha ing a e illegal and bo de on hef , a hen
con me co and ha e mo ie .
- Wa of ing an offe ing: Ma ke e an o en e ha hei offe ing i ed
co ec l . m o e age of offe ing like co gh medicine o alcohol can c ea e
heal h and afe oblem . Ma ke e ho an o make a ning mo e
effec i e ha e o nde and ho con me oce label info ma ion.
- Wa of di po ing an offe ing: Some ime no hing b he ackage emain of
an offe ing ( ch a food) af e i ha been con med. Thi lea e onl a deci ion
abo he he o ec cle o no , and ho . Con me ho an o di o e of a
angible od c ha e e e al o ion :
- Find a ne e fo i - ing an old oo hb h o clean f om ool .
- Ge id of i empo a il - en ing o lending ( i lenen) an i em i one
a of ge ing id of i em o a il .
- Ge id of i pe manen l - h o ing a a , ending i o a ec cling
cen e , ading i , gi ing i a a o elling i a e e am le .
- When o ac i e/ e/di po e of an offe ing: he iming of con me beha io can
de end on man fac o :
○ Time: in e e mme
○ Need fo a ie : if e ea fo fi e da f ie , hen he i h da e need ome
a ie .
○ T an i ion : g ad a ion, bi h, e i emen , dea h and edding .
○ Affec ed b kno ing hen o he migh o migh no be b ing o ing i : e go
o he g m hen e kno ha o he ill no go. We ma ai o b n il e
kno ome hing ill be on ale.
○ When o ac i e a ne and im o ed e ion of a od c e al ead o n.
- Whe e o ac i e/ e/di po e of an offe ing: con me can make cha e in
o e , b mail, b hone and o e he in e ne . Con me like he con enience o he
ice o o ac i e ni e od c b b ing ia he in e ne . Con me al o make
deci ion abo he e he e he od c , like egnanc e ill be ed in i ac .
Finall , he di o ing of good : he can h o i in he a h o in he ec cling bin.
- Ho m ch, ho of en and ho long o ac i e/ e/di po e of an offe ing: U age
deci ion can a idel f om e on o e on and f om c l e oc l e. The
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