성균관대학교 소비자행동(Consumer Behavior and Brand Marketing) 요약본
- 최초 등록일
- 2024.01.06
- 최종 저작일
- 2022.12
- 13페이지/
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- 가격 3,000원
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"성균관대학교 소비자행동(Consumer Behavior and Brand Marketing) 요약본"에 대한 내용입니다.
목차
1. Understanding Consumer Behavior
2. Understanding Phenomena
3. Perception
4. Learning and Memory
5. Attitude
6. Automatic Information Processing
7. Consumer Decision Making
8. Social Influence
9. Summary of the Course
본문내용
Consumer Behavior
: Consumer activities associated with the purchase, use, and disposal of goods and services
: Consumers’ emotional, mental, and behavioral responses to marketing activities
- The totality of consumers’ decisions with respect to the acquisition, consumption, and disposition of goods, services, activities, experiences, people and ideas by human decision-making units over time
v Why Important?
§ For business managers to improve business performance
§ For consumers to make better decisions
§ For public officials to protect consumers and promote fair trade
v Role of Consumers in Consumer Research
§ Information processors
- Attention, perception, memory, attitudes, emotion, inference, understanding, knowledge, etc.
§ Decision makers
- Problem recognition, information search, judgments and decisions, post-decision processes
§ Social beings
- Culture, social influences, reference groups
참고 자료
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