Consumer Behaviour (5SSMN256)

Detailed lecture about the about the 10 themes explored in the semester. 1. Charting the scope of consumer behaviour 2. Consumer decision-making and involvement 3. Consumer learning and memory 4. Perception and attention 5. Attitudes and behaviour change 6. Identity and personality 7. Society and consumption 8. Group influences and marketplace access 9. Social media, influencers and word of mouth 10. Patterns of consumer behaviour

Each documents are notes taken from a 2h lecture held every week. They are in depth and represent important theories, including models and technical consumer behaviour vocabulary. These notes have helped me score extremely high marks (first) through out the semester, in my coursework.

This document mostly highlights the cognitive dissonance theory and the role of customer loyalty. It is explained by multiple theories such as the confirmation and disconfirmation models.

These notes highlights how to involve the consumer in the brand and how to facilitates the decision-making process by using mental shortcuts (also known as Heuristics). They also highlight the role of marketers when it comes to the different types of decision-making.

These notes relate how people see brands as a self extensions, meaning that brands are associated with people's personalities. These phenomenon are explained by the theory of symbolic consumption, or again, the Freud's psychoanalytic theory.

These notes focuses on the way potential consumers feel about a certain brand and how marketers can change these assumptions, or attitudes. It is represented with a number of theory, one of them being the balance theory of attitudes.

This document highlights the influences that people encounter in a consumer decision-making journey. These groups can be either small and personal, as well as being part of a wider community.

These notes focuses on the way consumers retain information and the way marketers should use it to their advantage.

These notes highlight how marketers can encourage to decelerate in our society with the context of the sharing economy and liquid consumption.

These notes focus on the role of influencers, especially on social media, in adverts. It highlights what is most engaging for consumers in order for marketers to use.