COMMERCE 3MB3 Study Guide - Midterm Guide: Canadian Identity, Social Class, Lemonade
3 Dec 2017
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Defining consumer behaviour: more than just the point of exchange, more than just the intended effects of an individual fi(cid:396)(cid:373)"s marketing strategy. Defining consumer behaviour: cb research now much broader than scientific experimentation, a rich examination of consumption in its own right, not only for how it impacts marketing strategy. This course concentrates on cb"s relationship with strategy, but takes advantage of relevant contributions from less (cid:862)traditional(cid:863) research traditions. Instead of following the te(cid:454)t"s organization, we will be moving from a broad cultural focus to an understanding of consumers as individual decision makers. Consumers in cultural systems: cultural influences on cb, creation and diffusion of culture. Consumers in cultural systems: canadian identity, age. Consumers in cultural systems: group influence and opinion leadership, family decision making. Learning and memory: motivation and values, the self, personality and lifestyle. Consumers as individuals: attitudes, attitude change and interactive communications, buying and disposing.
