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Consumer Behaviour

David Statt

We buy goods and services every day: to eat, to wear, to read, to watch, to play, to travel, to exercise, to make us wealthy and perhaps wise. Consumption is so prevalent that we are often unaware of its importance in shaping our lives. This elective adopts a psychological approach to consumer behaviour and explores the implications for individual consumers and marketers. It deals with the crucial issues of why consumers buy what they buy and how they respond to marketing and advertising influences.

Topics covered

  • People as consumers.
  • Market segmentation.
  • New products and innovations.
  • Perception
  • Personality
  • Learning, memory and thinking.
  • Motivation
  • Family influences
  • Social and developmental influences.
  • The influence of small groups.
  • The influence of social class.
  • Cultural influences
  • Attitudes
  • Communication and persuasion.
  • Approaching a decision.
  • The decision and its consequences.
  • Consumer awareness.
  • The future consumer.