Consumer Behavior

Identify objectives and collect data through secondary data first, then primary research. Use quantitative tools—observational, experimental, surveys—and qualitative tools—in-depth interviews, focus groups, and projective techniques—to analyze consumer behavior.

Examine perception's elements, selection, organization, interpretation, and how ads use contrast effects, motive, and complete imagery, while stereotypes, appearance, first impressions, and the halo effect bias brand judgments.

learn how positioning creates a unique image in customers' minds, and how differentiation, packaging, and perception mapping shape price, quality, and value judgments.

Explore how consumer learning shapes buying decisions through behavioral and cognitive theories, highlighting classical conditioning and instrumental conditioning, and Pavlov's experiments with stimuli, responses, and repetition.