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Review Consumer Psychology Course:Consumer Research, Consumerism

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Consumer Psychology (PSY - 514)
VU
Lecture 45
Review ­ Consumer Psychology Course
The lecture was a review of the entire course of the Consumer Psychology. It summarized the main concepts
discussed in the following chapters:
Chapter 1: Introduction to Consumer Psychology
Definition and Scope of Consumer Behavior
The Marketing Concept
Implementing the Marketing Concept
The Role of Consumer Research
Segmentation, Targeting and Positioning
Customer Value, Satisfaction and Retention
Consumer and Decision Making
Chapter 2: Consumer Research
Consumer Research Paradigms
Quantitative research
Qualitative Research
Combining Qualitative and Quantitative research findings
Consumer Research process
Developing Research Objectives
Collecting Secondary Data
Designing Primary research
Data Analysis and Reporting research Findings
Conducting Research Study
Ethics in Consumer Research
Chapter 3: Market Segmentation
What is Marketing Segmentation
How Market Segmentation Operates
Bases for Segmentation
Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Socio-cultural Segmentation
Use-Related Segmentation
Benefit Segmentation
Usage Situation Segmentation
Hybrid Segmentation Approaches
Criteria for Effective Targeting of Market Segments
Identification
Sufficiency
Stability
Accessibility
Implementing Segmentation Strategies
Concentrated VS. Differentiated Marketing
Countersegmentation
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Consumer Psychology (PSY - 514)
VU
Chapter 4: Environmental Influences
Culture
What is Culture
How Culture is Learnt
Enculturation and Acculturation
Language and Symbols
Rituals
Dynamic Culture
Measurement of Culture
Subculture
Nationality subculture
Age subculture
Gender as subculture
Social Class
What is Social Class
Measurement of Social Class
The Affluent Consumer
Middle Class Consumers
Working Class and other non-Affluent Consumers
Social Group
Reference Groups
Consumer Related Reference Groups
Family
Chapter 5: Individual Determinants of Consumer Behavior
Personality
The Nature of Personality
Theories of Personality
Freudian Theory
Trait Theory
Brand Personality
Self and Self Image
Motivation
Motivation as a Psychological Force
Needs
Goals
Positive & Negative Motivation
Rational VS. Emotional Motivation
Types and Systems of Needs
Hierarchy of Needs
Trio of Needs
Learning
The elements of Consumer Learning
Motivation
Cues
Response
Reinforcement
Behavioral Learning Theories
Classical Conditioning
Instrumental Conditioning
Chapter 6: Consumer Decision Process
143
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Consumer Psychology (PSY - 514)
VU
Decisions
Levels of Consumer Decision Making
Extensive Problem Solving
Limited Problem Solving
Routinized Response Behavior
Views on Consumer Decision Making
Economic View
Passive View
Cognitive View
Chapter 7: Post Purchase Behavior
Behavior Related to the Purchase
Decisions on Product Set Up and Use
Decisions on Related Products and Services
Post Purchase Evaluation
Consumer Satisfaction/Dissatisfaction
Consumer Complaint Behavior
Post Purchase Dissonance
Product Disposition
Disposition Alternatives and Determinants
Chapter 8: Consumerism
The Evolution of Consumerism
The Nature of Consumerism
Ethical and Social Responsibility
The Nature of Laws affecting Consumers
The responsibilities of Consumers
Developing a marketing organization responsive to consumers
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Table of Contents:
  1. INTRODUCTION TO CONSUMER PSYCHOLOGY:Consumer Behavior
  2. INTRODUCTION TO CONSUMER PSYCHOLOGY:Consumer research
  3. INTRODUCTION TO CONSUMER PSYCHOLOGY:Marketing Mix, Product, Price
  4. INTRODUCTION TO CONSUMER PSYCHOLOGY:Customer Value, Perceived Value
  5. VALUE AND RETENTION FOCUSED MARKETING AND CONSUMER DECISION MAKING PROCESS
  6. CONSUMER RESEARCH:Quantitative Research, Qualitative Research
  7. MAJOR STEPS IN CONSUMER RESEARCH PROCESS:Design of Primary research
  8. QUANTITATIVE RESEARCH DESIGNS & DATA COLLECTION METHODS
  9. QUANTITATIVE RESEARCH DATA COLLECTION TECHNIQUES:ATTITUDE SCALES
  10. QUALITATIVE RESEARCH DESIGNS & DATA COLLECTION METHODS
  11. CUSTOMER SATISFACTION MEASUREMENT, SAMPLING, AND DATA ANALYSIS AND REPORTING
  12. MARKET SEGMENTATION AND ITS BASES:Geographical Segmentation
  13. BASES FOR SEGMENTATION: DEMOGRAPHIC SEGMENTATION PSYCHOGRAPHIC SEGMENTATION
  14. BASES FOR SEGMENTATION: SOCIOCULTURAL SEGMENTATION USE RELATED SEGMENTATION USAGE SITUATION SEGMENTATION
  15. BASES FOR SEGMENTATION: BENEFIT SEGMENTATION:Intrinsic Cues
  16. BASES FOR SEGMENTATION: HYBRID SEGMENTATION STRATEGIES
  17. MARKET SEGMENTATION IMPLEMENTING SEGMENTATION STRATEGIES ENVIRONMENTAL INFLUENCES CULTURE
  18. HOW CULTURE IS LEARNT ENVIRONMENTAL INFLUENCES:Formal Learning
  19. CULTURE AND ITS MEASUREMENT ENVIRONMENTAL INFLUENCES
  20. MEASUREMENT OF CULTURE ENVIRONMENTAL INFLUENCES:Consumer Fieldwork
  21. SUBCULTURE CHAPTER 4: ENVIRONMENTAL INFLUENCES
  22. AGE AND GENDER SUBCULTURE CHAPTER 4: ENVIRONMENTAL INFLUENCES
  23. BASES FOR SEGMENTATION: BENEFIT SEGMENTATION:Market Segmentation
  24. SOCIAL CLASS CHAPTER 4: ENVIRONMENTAL INFLUENCES:Occupation
  25. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Affluent Consumer
  26. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Membership Group
  27. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Shopping Groups
  28. UNDERSTANDING PERSONALITY CHAPTER 5: INDIVIDUAL DETERMINANTS OF CONSUMER BEHAVIOR
  29. CONSUMER PERSONALITY, TRAIT THEORY AND SELF IMAGES
  30. CONSUMER MOTIVATION:Needs, Goals, Generic Goals
  31. UNDERSTANDING LEARNING:Intentional and Incidental Learning, Implications for Marketers
  32. INSTRUMENTAL CONDITIONING, INFORMATION PROCESSING AND MEMORY
  33. ATTITUDES:Characteristics of Attitudes, Attitudes have consistency
  34. ATTITUDE FORMATION AND CHANGE:How attitudes are learned?
  35. ATTITUDE CHANGE STRATEGIES:Resolving two conflicting attitudes
  36. INTRODUCTION TO CONSUMER DECISION MAKING:Decision Complexity
  37. Problem Recognition, Search and Evaluation and Decision and Purchase
  38. Decision and Purchase:Consumer Decision Rules, Output, Relationship Marketing
  39. Decisions Related to Post Purchase:Product Set up and Use
  40. Marketing Implications of Decisions Related to Post Purchase:Understanding
  41. Post Purchase Evaluation:Determinants of Satisfaction, Consumer Complaint Behavior
  42. Post Purchase Dissonance:Dissonance Reduction, Marketing Implications
  43. Consumerism:Roots of Consumerism, The Nature of Consumerism
  44. Consumerism Issues and Responses:Environmental Concerns, Consumer Privacy
  45. Review Consumer Psychology Course:Consumer Research, Consumerism