Consumer Behaviour

What this unit covers

The resources follow the usual path of a consumer behaviour course. The mind map Consumer Behaviour defines the field as the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires. Around it sit lecture-by-lecture maps on motivation, perception, attitudes, decision making, culture and social influence.

Where to start

Begin with the mind maps Consumer Behaviour and Buyer Behaviour for the big picture and the types of buying behaviour. Then move to topic sets. The flashcards Consumer Behavior - Attitude cover Katz' attitude functions, the ABC Model of Attitudes and the hierarchy of effects. The deck Ch3 - Consumer behaviour - Learning and Memory asks about the five behavioural learning theories, repetition and extinction.

Using quizzes and maps together

Read a map first, then test yourself. The quiz Introduction to Neuromarketing looks at tools that measure the subconscious or implicit responses consumers hold about brands. The quiz Neuromarketing Methods: FMRI and EEG follows on from it. For broader checks, try Test 1, which starts from the definition of consumer behaviour, or the mid-term and exam quizzes further down the page.

• Read a map on one topic, such as perception or motivation.
• Take a quiz on the same topic and note what you missed.
• Go back to the map or flashcards for those gaps.

Going deeper

For decision making, the map Ch9: Judgment and Decision Making Based on High Effort covers emotions, values, attitudes and motivation. The flowchart 5 Step Consumer Decision Making Process gives a quick visual. Other maps look at reference groups, brand communities, the Persuasion Knowledge Model and the senses.

Where it fits

This unit belongs to the strand Understanding Markets and Customers, within Marketing, advertising and sales. Teachers can pick lecture-style maps for classes. Choose one topic today and see how far a single quiz takes you.