Consumer Behavior

A five-stage model describing how consumers move through need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior when making buying choices.

A motivational theory proposing that human needs are arranged in a hierarchy from basic physiological needs to safety, social belonging, esteem, and self-actualization, and that lower-level needs must be substantially satisfied before higher-level needs become motivating.

The process by which consumers select, organize, and interpret sensory information to form a meaningful picture of the world. Selective attention, distortion, and retention mean consumers do not process all marketing stimuli equally.

Attitudes are learned predispositions to respond favorably or unfavorably toward an object. They consist of cognitive (beliefs), affective (feelings), and behavioral (action tendency) components, and marketers attempt to influence them through persuasion, social proof, and experience.

Groups that serve as a frame of reference for individuals in their consumption decisions. These include membership groups, aspirational groups, and dissociative groups, all of which influence attitudes and behavior through informational, utilitarian, and value-expressive functions.

Culture is the fundamental determinant of a person's wants and behavior. It includes values, beliefs, customs, and norms learned through socialization. Subcultures and cross-cultural differences significantly affect consumption patterns, communication styles, and product preferences.

Consumer involvement refers to the personal relevance or importance of a purchase. The Elaboration Likelihood Model (ELM) by Petty and Cacioppo proposes that high-involvement decisions follow a central route of careful deliberation, while low-involvement decisions follow a peripheral route relying on cues like brand familiarity or endorser attractiveness.

Brand loyalty is a deeply held commitment to rebuy a preferred product consistently despite situational influences and marketing efforts to cause switching. It develops through repeated positive experiences, emotional attachment, and perceived switching costs.

After purchasing, consumers evaluate whether the product meets expectations. Cognitive dissonance occurs when consumers experience doubt or anxiety about whether they made the right choice, especially for high-involvement purchases. Satisfaction or dissatisfaction shapes future behavior.

The process by which individuals acquire the skills, knowledge, and attitudes necessary to function as consumers. This occurs through family, peers, media, and direct experience, beginning in childhood and continuing throughout life.