Chapter 1: An Introduction to Consumer Behavior


Marketing’s Impact on Consumers: The Meaning of Consumption



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An Introduction to CB

Marketing’s Impact on Consumers: The Meaning of Consumption

  • Self-Concept Attachment
  • Helps to Establish the User’s Identity
  • Interdependence
  • Part of the User’s Daily Routine
  • Types of Relationships a Person May Have With a Product:

Marketing’s Impact on Consumers: Consumption Typology

  • Consumption Typology Explores the Different Ways That Products and Experiences Can Provide Meaning to People.
  • There Are 4 Distinct Types of Consumption Activities:
  • Consuming as Experience
  • Consuming as Classification
  • Consuming as Play
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