Foundations of Consumer Behavior Three Branches of Philosophy in Studying

Research:

Definition of Consumer Behavior: 1. Ontology: the nature of being or nature of
- The study of the processes involved when the phenomenon we want to study (could be
individuals or groups of people select, a thing, person or phenomenon)

purchase, use, or dispose of products, 2. Epistemology: talks about knowledge

services, ideas, or experiences to satisfy construction and knowledge acquisition

needs and desires.

3. Axiology: Refers to values (positive or
- Study = Research
negative)

- Process = a step by step journey

4. Methodology: is not the same as methods,
- Selection = A buffet of options
goes beyond talking about methods. talks
- Use = There are several uses as to why about the design and how you approach
you purchase a certain product
your problem

- Selection = take a look at personal

attitudes and the influence of those Realism Vs. Relativism:
around you
Realism:

- Disposal = disposal is also part of - Only one absolute truth

consumer behavior,
- Absolutism

- Product = Shampoo, Soap

- Quantitative (researchers want to
- Service = Grab, Food panda, Marketing generalize)

Agency, Health Care

- Sample = Large + Random

- Experience = Disney, Universal Studios, - Focuses on how broad and wide

Kidzania, Escape Room Manila, Sip & - Labs (experiment), Fieldwork (survey)

Gogh, Concert, Watching a movie

- Idea = Fashion Designer, Art Gallery, Relativism:

Interior Designer, Films, Architects, - Qualitative

Graphic Designer, Publishing Company, - Does not care about generalizing results

Podcast, Shark Tank, TV personalities who - Focuses on the “why”

sell their ideas

- Multiple realities

- Focuses on the depth

Definition of Consumer:
- Surveys, FDGs, Interviews

- A person who identifies a need or desire,

makes a purchase, and then disposes of TPB = Theory of Planned Behavior: (Quanti)

the product during the three stages of the - Attitudes (Hypothesis 1)

consumption process
- Subjective Norm (Hypothesis 2)

1. Pre-purchase: we are provided with - Perceived Behavior Control (Hypothesis 3)

options and we get to choose

- Intention

2. Purchase:
- Actual behavior

3. Post-purchase

* People often buy products not for what

they do, but for what they mean.
Reception Theory: (Quali)

- What you buy often says something about - When there is a message encoded by the
you
producer in any kind of media artifact
- Your choices are part of who you are, how (Films, books, or any work of creative art)
you think, and what you like
this assumes that the audience is smart

- What you buy is a reflection of who you - Marxism = we question whats wrong in
are
society

Consumer Behavior as a Field of Study:

Message Encoded by the producers:

-
- Dominant reading (agrees with what is
encoded by the producer)

- Negotiated reading (negotiates the entire

spectrum of readings)

- Opposition readings

Ontology in reception theory:

- The ontology is your messages packed in

cultural products

Epistemology in reception theory:

- Knowledge is required to the meanings we

give