MKTG 504 - CONSUMER
BEHAVIOR
WHO, WHEN, HOW,
WHERE.........
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Understanding Consumer Behavior: Response, Economic, and Learning Models, Slides of Marketing Management
An overview of three models used in the field of consumer behavior: the simple response model, economic (human) model, and learning theory model. The simple response model explains the relationship between stimuli, organisms, and responses. The economic (human) model focuses on income and utility, while the learning theory model uses the concepts of drive, cue, response, and reinforcement. Each model has its uses and limitations.
Typology: Slides
2012/2013
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MKTG 504 - CONSUMER
BEHAVIOR
WHO, WHEN, HOW,
WHERE.........
CONSUMER BEHAVIOR
The subject of human behavior that isconcerned with the decisions and actsof individuals in purchasing and
using
products.
The First Buyer Behavior Model:
Simple Response
Stimulus
Organism
Response
ECONOMIC (HU) MAN MODEL
Income is spent on goods providing
UTILITY
MARGINAL UTILITY CONCEPT PROBLEMS WITH THE MODEL:
MAN NOT ALWAYS RATIONAL
NO PERFECT INFORMATON
Downward sloping demand curve