Consumer Behaviora How and why People Buy Zou Deqiang, Ph. D School of Management, Fudan University Apri2,2008
1 Consumer Behavior: Consumer Behavior: How and Why People How and Why People Buy Zou Deqiang, Ph.D. School of Management, Fudan University April 2, 2008
Two Broad Dimensions of cB The Why of consumer behavior >Last session The "How of consumer behavior This session Coherent ways > Introspective method Retrospective method Prospective method Prescriptive method O Copy rights reserved, Zou Deqiang
2 2 © Copy rights reserved, Zou Deqiang Two Broad Dimensions of CB • The “Why” of consumer behavior ¾Last session • The “How” of consumer behavior ¾This session • Coherent ways ¾Introspective method ¾Retrospective method ¾Prospective method ¾Prescriptive method
The Why: More Interpretive Cell phone Flip phone or Bar phone? The motivation Functional concern or ? O Copy rights reserved, Zou Deqiang
3 3 © Copy rights reserved, Zou Deqiang The Why: More Interpretive • Cell phone ¾Flip phone or ¾Bar phone? • The motivation ¾Functional concern, or ¾… ?
Behavioral Learning Theories Learning responses to external events “ Black box >Observable behavior Classical conditioning instrumental conditioning Stimulus Consumer Response O Copy rights reserved, Zou Deqiang
4 4 © Copy rights reserved, Zou Deqiang Behavioral Learning Theories • Learning = responses to external events ¾“Black box” ¾Observable behavior • Classical conditioning & instrumental conditioning Stimulus Consumer Response
Classical Conditioning Ivan Pavlov °CS+Ucs= response WATCH YOUR Over time: CS= response cUs了oMES Brand names as Cs RESPOND Music, humor, imagery CS first. then UCs PLAy" AVLOVS DOG”GAME! O Copy rights reserved, Zou Deqiang
5 5 © Copy rights reserved, Zou Deqiang Classical Conditioning • Ivan Pavlov • CS + UCS = response ¾Over time: CS = response • Brand names as CS • Music, humor, imagery • CS first, then UCS PLAY “PAVLOV’S DOG” GAME!