ⓘ Category:Consumer behaviour

Consumer behaviour

Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumers emotional, mental and behavioural responses that precede or follow these activities. Consumer behaviour emerged in the 1940s and 50s as a distinct sub-discipline in the marketing area. Consumer behaviour is an inter-disciplinary social science that blends elements from psychology, sociology, social anthropology, anthropology, ethnography, marketing and economics, especially behavioural economics. It exa ...

Alpha consumer

An alpha consumer is someone that plays a key role in connecting with the concept behind a product, then adopting that product, and finally validating it for the rest of society. The term was coined by entertainment economist Michael Wolf in 1999 and published in his book The Entertainment Economy. The example given by Michael Wolf in The Entertainment Economy was: The first few people to see the next hot movie, the first few people to own a cellular phone, the first few people to wear the new pastels and brights - all achieve a status boost by being in the know, being the one others follo ...

Blissful ignorance effect

In consumer behaviour studies, the Blissful Ignorance Effect is when people who have good information about a product are not expected to be as happy with the product as people who have less information about it. This happens because the person who bought the product wants to feel like they have bought the right thing. However, if the person already knows how the product works they have a tougher time trying to justify the product to themselves if it has any problems. This effect illustrates how consumers goals subsequently change after they have made their purchases. According to Himanshu ...

Body cathexis

Body cathexis is defined as the degree of satisfaction or dissatisfaction one feels towards various parts and aspects of his or her own body. This evaluative dimension of body image is dependent on a persons investment of mental and emotional energy in body size, parts, shape, processes, and functions, and is integral to ones sense of self-concept. First recognized by Jourard and Secord, body cathexis is assessed by examining correlations between measures of self-concept or esteem and bodily attitudes. An individuals evaluation of his or her own body tends to drive various behaviors, inclu ...

Boycott

A boycott is an act of voluntary and intentional abstention from using, buying, or dealing with a person, organization, or country as an expression of protest, usually for moral, social, political, or environmental reasons. The purpose of a boycott is to inflict some economic loss on the target, or to indicate a moral outrage, to try to compel the target to alter an objectionable behavior. Sometimes, a boycott can be a form of consumer activism, sometimes called moral purchasing. When a similar practice is legislated by a national government, it is known as a sanction.

Brand community

A brand community is a community formed on the basis of attachment to a product or marque. Recent developments in marketing and in research in consumer behavior result in stressing the connection between brand, individual identity and culture. Among the concepts developed to explain the behavior of consumers, the concept of a brand community focuses on the connections between consumers. A brand community can be defined as an enduring self-selected group of actors sharing a system of values, standards and representations and recognizing bonds of membership with each other and with the whole ...