Chapter 1: An Introduction to Consumer Behavior

Marketing’s Impact on Consumers: The Meaning of Consumption

• Self-Concept Attachment
• Helps to Establish the User’s Identity

• Nostalgic Attachment
• Serves as a Link With a Past Self

• Interdependence
• Part of the User’s Daily Routine

• Love
• Elicits Bonds of Warmth, Passion, or Other
• Strong Emotion

• 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 Integration

• Consuming as Classification

• Consuming as Play

• An Emotional or Aesthetic
• Reaction to Consumption Objects
• Express Aspects of Self or
• Society
• Communicate Their Association
• With Objects, Both to Self/ Others
•