The Consumer 2

The Consumer 2

1. Involvement

   • A state of mind that motivates consumers to identify with product/service offerings, their consumption patterns and consumption behaviour

2. Flow State

3. Inertia

   • Used when businesses the do not adapt or change their marketing strategies to meet consumer concerns, changes in the marketplace or economic situations

4. Values

   • Two aspects to consumer value
     • Desired value; what customers desire in a product or service
     • Perceived value; the benefit that a customer believes they received from a product after it was purchased

5. Enculturation

   • The process by which people learn the requirements of their surrounding culture and acquire values and behaviours appropriate or necessary in that culture

6. Acculturation

   • Used to describe the acquisition of skills and knowledge relevant to engaging in consumer behaviour in one culture by members of another culture