Consumption Behavior

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Description of Consumption Behavior. Explanation.

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Consumption Behavior - Credit CardsDefinition Consumption Behavior. Description.


Consumption Behavior is how an audience reacts to product marketing.


Consumption Behavior or Buying Behavior is people’s buying attitudes and intentions. If a group of people is exposed to some form of advertising of a product or a service they will then response to the advertised message with certain definable behaviors.


Why do people buy or not buy certain products? Why do they watch certain commercial messages and what makes them buy those products or services? According to various media studies there are 3 main reasons for a positive reaction of an audience towards advertising:

  1. Social Utility: people watch commercial messages to obtain information about the social significance of a product or a brand. Many external manifestations of status have to be maintained through expenditures—i.e., maintenance of a unique “life style,” to use the modern term (Leibenstein, Harvey, 1975, “The Economic Theory of Fertility Decline,” Quarterly Journal of Economics, 89, 1 (February): 1-31. They need to categorize the advertised message according to their Lifestyles and social grades.
  2. Communication Utility: people watch commercial messages in order to create a basis for discussion with others. The knowledge of certain products or services is often used as a topic in any interpersonal communication.
  3. Vicarious Consumption: people watch an ad to participate indirectly in a desired lifestyle. The association with the actors or objects of a commercial message (TV commercial, online ad, printed advertisement, or some form of Ambient Advertising) allows them to feel prestigious and glamorous.

A more sophisticated classification is the one by Packhard. Marketers utilize many tools to study, predict and understand Consumption Behavior: market research, Focus Groups, market testing and market sampling. Via Positioning marketers can even manipulate the perception of consumers.

Prior to analyzing Consumption Behavior it is advisable to perform Market Segmentation, which could be Demographic or Psychographic, etc.


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Consumption Behavior Special Interest Group


Special Interest Group

 

Best Practices - Consumption Behavior Premium

Expert Tips - Consumption Behavior Premium
 

Understanding Why Customers Buy: Katz Functionalist Theory of Attitudes

Obtaining insights into attitudes of customers is ...
Usage (application): Consumer Attitudes, Customer Attitudes, Buying Behavior, Advertising
 
 
 

Self-gifting Buying Behavior

Clarke and Mortimer (2013) assess the motivations ...
Usage (application): Consumer Marketing, Self-Gifting, Consumption Behavior, Consumer Behavior
 
 
 

Childrens' Understanding of Advertizing: Three Stages of Consumer Socialization

The way that people behave and how they make their...
Usage (application): Advertizing to Children, Targeting Children, Consumer Socialization, Marketing to Children
 
 
 

Customer Relationship TYPES

Next time you're using the term "CRM", remember th...
Usage (application): CRM, Relation Marketing, Branding
 
 
 

Differences in Purchasing Decision Making and Consumer Behavior in BOP-markets

It is often assumed that the behavioral trends and...
Usage (application): Bottom of the Pyramid, Consumer Behavior, Consumer Marketing
 
 
 

Gift Getting and Giving: Cash, Gift Card or Recipient's Desires?

I read an interesting article about giving and rec...
Usage (application): Giving and Getting Gift Cards, Consumer Behavior, Consumer Marketing
 
 
 

The Role of Diversity in Personal Traits on Innovation and Innovativeness

New research by Hewlett, Marshall and Sherbin prov...
Usage (application): Innovation, Increasing Organizational Innovativeness
 
 

Resources - Consumption Behavior Premium

Consumer Behavior in the Service Sector

Presentation about consumer behavior in services. ...
Usage (application): Decision Making, Behavioral Economics
 

Customer Behavior on the Internet

This presentation (2202) is about consumer behavio...
Usage (application): Internet Consumption Behavior, Internet Consumer Behavior, Web Customer
 

Industrial Purchasing Behavior

This presentation provides insight into industrial...
Usage (application): Buying Behavior, Decision Making, Purchasing Process, B2B Purchasing
 

Materialism. Causes, Consequences and Remedies

Presentation about materialistic values and how th...
Usage (application): Corporate Sustainability, Consumerization
 

The Internet / Social Media Revolution

Video shows how fast social media is growing. And ...
Usage (application): Social Media, Internet Strategy, Internet Impact, Digital Revolution
 

Consumer Buyer Behavior & Business Buyer Behavior

Presentation about:
- Consumer buying behavio...
Usage (application): Marketing, Strategy Decision
 

Affective Versus Cognitive Consumption Behavior

This presentation provides information about consu...
Usage (application): Consumption Behavior, Consumer Behavior
 

Customer Segmentation by Emotion: The EMO-index

Emotions are an important part of customers' overa...
Usage (application): Consumption Behavior
 
 

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Presentations about Consumption Behavior


     
 

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Compare with: 8 Hidden Needs  |  10 Commandments for Media Consumers  |  Multitasking Consumer  |  Product Life Cycle  |  Positioning  |  Marketing Mix  |  Extended Marketing Mix (7-Ps)  |  Product/Market Grid  |  Wheel of Consumer Analysis

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