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Documente Profesional
Documente Cultură
Consumer Behavior
Definition of Theory: To
researchers theory implies a
relationship among observable
facts, and an integration of these
facts in some meaningful way.
1. Economic Theories:
Utility Theory
Indifference theory
Rising Income theory
2. Psychological Theories:
Cognitive theory
Learning theory
Psychoanalytic theory
4. Sociological theories:
1. Economic theoriesIntroduction
As early as Adam Smith (1776)
economists were constructing theories of
buyer behavior.
The classical position holds that
consumers make choices and purchasing
decisions solely on the basis of rational
self interest.
2. Contributions:
3. Weaknesses:
2. Psychological theories
2.a. Cognitive theory: It explains buying
activities as problem solving through:
(i) information processing; and
(ii) decision making.
4. Sociological theories
4.a. Theory of inner vs. other direction: it assumes
that societies around the world can be classified into
three categories:
Model adjustment
Perception
Of consumer
Situation
Recognition
of existing
of consumer
Verification
of consumer
Development Application
of consumer
relationships
consumer
model
model
relationship
Feedback
Model adjustment
Theoretical
Statement
About
Development
of
consumer
Recognition Application of
of existing
model to
consumer
existing
Verification
of
theoretical
con.
situation
model
relationships
consumer
relationships
Feedback
statement