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CHAPTER 1
Understanding Consumer Behaviour
CHAPTER SUMMARY
The goal of this chapter is to introduce students to the topic of consumer behaviour. The
chapter defines what consumer behaviour is, what factors affect it, and why it should be
studied. In this chapter, the topics to be discussed include (1) what consumer behaviour
is, (2) what factors affect it, (3) who benefits from studying it, and (4) how marketers
apply consumer behaviour concepts.
Consumers’ motivation, ability and opportunity (MAO) affect their decisions. These
factors influence what consumers are exposed to, what they attend to and what they
perceive, how they categorise or interpret information, how they form and change
attitudes and how they form and retrieve memories. Each of these aspects of the
psychological core has a bearing on consumer decision making. Decision making itself is
based on problem recognition and the search for information, involves some judgement
and decision-making processes and affects others’ decisions as well as one’s own post-
decision satisfaction level. Consumer behaviour thus also includes recycling and
disposition behaviours.
Furthermore, consumer decisions are affected by the consumer’s culture, defined as the
myriad groups and social systems to which individuals belong, that influence the values
and beliefs they hold and the symbols they use to communicate group membership.
Factors associated with both the psychological core and culture can influence outcomes
such as symbolic consumer behaviour and the diffusion of new consumer behaviour
throughout a market. The study of consumer behaviour also necessitates an
understanding of ethics – the situations in which consumers and marketers may act
unethically to obtain benefits.
Studying consumer behaviour can provide useful input to marketing strategies like
market segmentation, target market selection and positioning. It can also guide
marketing tactics like product, pricing, distribution and promotion decisions.
Furthermore, the study of consumer behaviour can be of interest to ethicists and
consumer advocacy groups and can be helpful in designing laws and regulations that
protect consumers. Finally, it can help consumers to improve their own lives by making
the environment more user friendly, safer, cleaner and healthier.
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part.
CHAPTER OUTLINE
I. Defining consumer behaviour
A. Consumer behaviour involves goods, services, activities, people and ideas
1. In addition to products, marketing efforts and studies in consumer
behaviour also target services, activities, ideas, people and time
2. The term offering encompasses all entities that can be marketed
B. Consumer behaviour can involve many people
1. Many individuals may be involved in the acquisition, use, and disposal of
an offering, each person holding one or more consumer roles in the
process
C. Consumer behaviour involves many decisions
1. Whether to acquire/use/dispose of an offering
a) Is this an offering for me?
2. What offering to acquire/use/dispose
a) From which category should I choose? Which brand?
3. Why to acquire/use/dispose of an offering
a) Is this offering compatible with my needs, values and goals? Will it
help me to fit in?
4. Why an offering is not acquired/used/disposed
a) What keeps me from purchasing an item?
5. How to acquire/use/dispose of an offering
a) Ways of acquiring an offering––Can I trade for this product? Rent or
lease it? Should I give it as a gift? Can I barter for the item?
b) Ways of using an offering––What are the appropriate uses for an
item? Are there innovative uses of this product? How are
consumers educated to use this product?
c) Ways of disposing of an offering––What should I do when I am done
with it? Should I find a new use? Get rid of it temporarily?
Permanently?
6. When to acquire/use/dispose of an offering
a) When is it ‘appropriate’ to acquire or use an offering in a given
situation? Special occasions? Every day? 24 hours a day?
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
Chapter 1: Understanding Human Behaviour 3
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part.
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dans leur cerveau des zones nouvelles, empiéter de plus en plus sur
l’obscure région de l’instinct.
Nous devenons conscients de plus de choses autour de nous et
de plus de choses en nous.
Dans une nouvelle étape, cette conscience de l’univers
deviendra plus sensible. Elle nous aidera à compatir. Ainsi, jadis,
nous eussions ignoré une catastrophe lointaine. Aujourd’hui, nous la
connaissons, mais elle ne nous émeut pas. Plus tard, elle nous
touchera comme nous touche actuellement une catastrophe toute
proche.
De la Fidélité.
La bravoure.
La vraie bravoure, dans un monde conscient que nous devons
tous travailler à construire, ce sera d’exposer sa vie pour un effet
utile.
Actuellement on trouve brave celui qui expose sa vie, tout court.
On n’examine pas s’il l’expose par ostentation pour éblouir des
témoins, pour leur montrer qu’il n’a pas peur de la mort ni du danger.
On n’examine pas s’il l’expose dans une impulsion pour un effet
futile, qui ne vaut pas son sacrifice.
A la vue de ces actes irréfléchis, s’éveille et applaudit en nous un
très vieil instinct qui nous pousse à admirer le mépris de la mort, le
dédain de la vie.
On dira que ce vieil instinct contient en germe l’altruisme,
puisqu’il nous fait admirer l’homme qui sauve son semblable. J’en
doute. Car on admire aussi l’homme qui risque sa vie pour un tour
de force, pour le plus stupide pari, où nulle existence n’est à sauver.
Ainsi que nos autres sentiments — plus même que beaucoup de
nos sentiments — la bravoure demande à être contrôlée, pour
devenir consciente, cesser d’être parfois un jeu de vanité, pour
s’exercer utilement, noblement, humainement.
La mort.
Religion.
N’est-ce pas une foi, de croire à une justice plus juste, à une
liberté plus libre, à une vie meilleure sur la terre ?
L’altruisme.
Solidarité.
On ne met pas assez les enfants devant cette réalité que, nés
sur un sol, en un temps donné, ils doivent accepter les obligations
de la vie sociale telle qu’elle est régie sur ce sol et en ce temps. De
ce fait, ils ont contracté une sorte d’engagement, touchant les
impôts, les charges, les lois.
C’est là du patriotisme pacifique. C’est aussi un aspect de la
solidarité. Nous devons beaucoup à ceux qui nous ont précédés.
Tout objet dont nous nous servons est le résultat d’une longue suite
d’efforts. Nos vêtements, nos trains, notre téléphone, nous trouvons
tout cela sous notre main, nous jugeons tout naturel de nous en
servir. Mais tout cela nous le devons à ceux qui sont morts. Voilà ce
qui rend les générations solidaires.
[2] Les notes qui composent cet Essai ont été réunies
de 1903 à 1914. Celles qui concernent l’idée de Patrie
datent du printemps 1914. Je n’ai rien à y changer.
J’aurais trop à y ajouter.