CONSUMER BEHAVIOR

COURSE OUTLINE:

LEARNING CONTENT METHODOLOGY ASSESSMENT Task RESOURCES TIME

OUTCOMES ALLOTMENT

 Define consumer
behavior and explain the
components that make up the
definition
 Understanding
Consumer Behavior
 Defining Consumer
Behavior
 What Affects
Consumer Behavior?
 Who Benefits from the
Study of Consumer
Behavior?
CLASS DISCUSSION Performance task, Activities, Internet/Google\GCR Week 1
via Zoom or Gmeet Quizzes in the GCR. SLide deck.
Making and slidedeck
and uploading in the
GCR.
Possible hand on or
actualization via G
meet.

 Discuss the four types of
influences that affect the
consumers’ motivation to
process information, make a
decision or take an action.

 The Psychological
Core” Motivation, Ability &
Opportunity
 Consumer Motivation
and its Effects
 What Determines
Motivation?
 Consumer Ability:
CLASS DISCUSSION Performance task, Activities, Internet/Google\GCR Week 2
via Zoom or Gmeet Quizzes in the GCR. SLide deck.
Making and slidedeck
and uploading in the
GCR.
Possible hands on or
actualization via G
meet.

 Discuss why marketers
are concerned about
consumers’ exposure to
marketing stimuli and what
tactics they use to enhance
exposure.
 Distinguish among
sensory, working, long-term,
implicit and explicit memory
and explain why marketers
must be aware of these types
of memories.
 Discuss how marketers
can apply various cognitive
models to understand
influence consumers’
attitudes based on high-effort
thought process
Resources to Act
 From Exposure to CLASS DISCUSSION Internet/Google and Week 3-4
Comprehension via Zoom or G Meet
 Exposure and
Consumer Behavior
 Attention and
Consumer Behavior
 Perception and
Consumer Behavior
 Memory and
Knowledge
 What is Memory?
 Knowledge Consent,
Structure, and Flexibility
 Attitudes Based on
High Effort
 What are Attitude?
 The Cognitive
Foundation of Attitudes
 How Cognitively Based
Attitudes are Influenced
 The Affective
(Emotional) Foundation of
Attitudes
 Attitudes Towards the
AD
PRELIM EXAM
 Describe how consumers
recognize a consumption
problem and show why
marketers must understand
this part of the decision-
making  process.
 Outline issues marketers
face in trying to change
consumers’ attitude
 And Information Search
 Distinguish between
judgment and decision-
making and indicate why both
processes are important to
marketers.
WEEK6
 Attitudes Based on CLASS DISCUSSION Performance task, Activities, Internet/Google\GCR WEEK 7
Low Effort via Zoom or Gmeet Quizzes in the GCR. SLide deck.
 High-Effort Versus Making and slidedeck
Low-Effort Routes to and uploading in the
Persuasion GCR.
 Unconscious Possible hands on or
Influences on Attitudes actualization via G
When Consumer Effort is meet.
Low
 Cognitive Bases of
Attitudes When Consumer
Effort is Low
 How Cognitive Attitude
Are Influenced
 Affective Bases of
Attitudes When Consumer
Effort is Low
 The Process of Making Performance task, Activities, Internet/Google\GCR WEEK 8
Decisions Quizzes in the GCR. SLide deck.
 Problem Recognition
 Problem Recognition
 For Information From
Memory
 Judgment and
Decision-Making Based on
High Effort
 High-Effort Judgment
Process
 High-Effort Decisions
 And High-Effort Decision
Making Process

 Deciding What Brand

to Choose: Thought-Based
Decisions

 Deciding What Brand

to Choose: High-Effort
Feeling-Based Decisions

 Additional High-Effort
Decisions

 Identify the types of
heuristics that consumers
can use to make simple
judgments.
 Explain how social
influence can come from
marketing or non-marketing
sources and can be mass-
media or personally delivered
 Judgment and CLASS DISCUSSION Performance task, Activities, Internet/Google\GCR WEEK 9-10
Decision-Making Process via Zoom or Gmeet Quizzes in the GCR. SLide deck.
Based on Low Effort
Making and slidedeck
 Low-Effort Judgment and uploading in the
Process GCR.
 Low-Effort Decision Possible hands on or
Making Processes actualization via G
meet.
 Learning-Choice
Tactics

 Low-Effort Thought-
Based Decision-Making

MIDTERM
 Explain how the
consumers’ age affects
acquisition, consumption and
disposition behavior and why
marketers need to consider
age influences when planning
 Consumer Diversity
 How Age Affects
Consumer Behavior
 How Regional
Influences Affect
WEEK11
CLASS DISCUSSION Performance task, Activities, Internet/Google\GCR WEEK12
via Zoom or Gmeet Quizzes in the GCR. SLide deck.
Making and slidedeck
and uploading in the
GCR.
 marketing activities.
 Describe the various
types of households and
families, and explain how the
family life cycle and other
forces affect household
structure.
Consumer Behavior Possible hands on or
actualization via G
 Household and Social meet.
Class Influences
 How the Household
Influences Consumer
Behavior

 Roles that Household


Members Play

 Social Class

 How Does Social Class

Affects Consumption

 Describe the various
types of households and
families, and explain how the
family life cycle and other
forces affect household
structure.
 Describe how
psychographic applications in
marketing combine values,
personality and lifestyle
variables.
 Psychographics:
Values, Personality and
Lifestyles
 Values
 Personality
 Lifestyles
CLASS DISCUSSION Performance task, Activities, Internet/Google\GCR WEEK 13-14
via Zoom or Gmeet Quizzes in the GCR. SLide deck.
Making and slidedeck
and uploading in the
GCR.
Possible hands on or
actualization via G
meet.

FINAL EXAMINATION WEEK 16