Introduction to

Consumer Behavior Consumers’ Product

A Framework for Introduction to Affect Attention and
Knowledge and
and Marketing Consumer Analysis and Cognition Comprehension
Involvement
Strategy

Cultural and Cross- Influencing Consumer Conditioning and Consumer Decision Attitudes and
Cultural Influences Behaviors Learning Processes Making Intentions

Market Segmentation Consumer Behavior

Subculture and Social Reference Groups and Consumer Behavior
and Product and Promotion
Class Family and Product Strategy
Positioning Strategy

Consumer Behavior,
Consumer Behavior
Electronic Commerce,
and Pricing Strategy
and Channel Strategy
 Attention and
Comprehension

By Yans Nur Afifah SE., MM., MBA

Disampaikan untuk kuliah Universitas Muhammadiyah Malang

Exposure to information

Intentional Accidental
Exposure Exposure

Selective
Exposure
Attention process

Attention  selective, conscious, alert

Affective state

Situational
Involvement
Self-Relevance

Attention

Intrinsic Self- Environmental

Relevance Prominence
comprehention

“The interpretation processes by which consumers

understand or make sense of their own behaviors
and relevant aspects of their environment”

Knowledge
in memory

Comprehension

Eksposure
involvement
environment