Advanced Consumer Behavior

Join thought leader Michael Solomon as he takes a deep dive into the internal and external forces that influence consumer behavior.

Introduction

• Welcome

1. The Consumer in the Marketplace

• Why study consumer behavior
• How to study consumer behavior
• Consumer well-being

2. Internal Influences on Consumer Behavior

• Colors, shapes, and sounds: How our brain makes sense of it all
• Marketing applications of learning processes
• Motivation: Why do people want stuff?
• The self: Are people what they buy?
• Gender identity and sex-typed products
• Personality and brand image
• Lifestyle and values
• Attitudes
• Decision making

3. External Influences on Consumer Behavior

• B2B and families: Decision making in groups
• The purchase situation: Retailing as theater
• Word-of-mouth and opinion leadership
• Subcultures
• Culture
• The fashion system: How ideas spread through the market

4. Influencing Consumer Behavior

• The role emotion plays in purchase decisions
• Persuasive communications
• From inertia to cult brand: How product involvement influences marketing strategies

Conclusion

• Next steps