Professional Documents
Culture Documents
1-1
Chapter Objectives
1-2
1-3
Learning Objective 1
1-4
1-5
Figure 1.1
Stages in the Consumption Process
1-6
For Reflection
1-7
Learning Objective 2
Marketers have to
understand the
wants and needs of
different consumer
segments.
1-8
1-9
1-10
Big Data
1-11
Learning Objective 3
1-12
Popular Culture
Music
Movies
Sports
Books
Marketers influence
preferences for movie
and music heroes,
fashions, food, and
decorating choices.
Celebrities
Entertainment
1-13
Consumer-Brand Relationships
Self-concept attachment
Nostalgic attachment
Interdependence
Love
1-14
For Reflection
1-15
Learning Objective 4
1-16
1-17
1-18
For Reflection
1-19
Learning Objective 5
1-20
Learning Objective 6
Product Role
Experimental Psychology
Clinical Psychology
Psychological adjustment
Human Ecology
Social Psychology
Sociology
Macroeconomics
Demography
History
Cultural Anthropology
1-21
Consumer behavior
involves many different
disciplines
MACRO CONSUMER
BEHAVIOR
(SOCIAL FOCUS)
Experimental Psych
Clinical Psychology
Developmental Psych
Human Ecology
Microeconomics
Social Psychology
Sociology
Macroeconomics
Semiotics/Literary Criticism
Demography
History
Cultural Anthropology
1-22
For Reflection
1-23
Learning Objective 7
1-24
Table 1.2
Positivist versus Interpretivist Approaches
Assumptions
Positivist Approach
Interpretivist Approach
Nature of
reality
Objective, tangible
Single
Socially constructed
Multiple
Goal
Prediction
Understanding
Knowledge
generated
Time free
Context-independent
Time-bound
Contest dependent
View of
causality
Multiple, simultaneous
shaping events
Research
relationship
Separation between
researcher and subject
Interactive, cooperative
with researcher being
part of phenomenon
under study
1-25
For Reflection
1-26
For Review
1-27
For Review
1-28