Consumption & Post-Purchase Behavior
• Consumption = using goods/services for benefit.
• Situational factors = where, when, with whom product is used.
• Ritual consumption = products in festivals/traditions.
• Sacred (special use) vs Profane (daily use).
• Compulsive consumption = uncontrollable buying, harmful.
• Satisfaction = when product meets or exceeds expectation.
• Cognitive dissonance = doubt after purchase.
• Positive post-purchase = loyalty, repeat buying.
• Negative post-purchase = complaints, rumors.
• Disposition = resell, recycle, donate, repair, trash.
Consumer Perception
• Perception = how we see and interpret info.
• Gestalt theory = whole is bigger than sum of parts.
• Categorization = compare product with memory image.
• Attribution = linking cause to events (stable, controllable).
• Self-perception = I use it, so I must like it.
• Person perception = judging salesperson/company.
• Inference = guess when info missing (price=quality).
• Service quality = functional (how) + technical (result).
• Risk perception = performance, financial, social, time, etc.
• Switching cost = effort, money, trust stop change.
Memory & Learning
• Memory = past experience guides buying.
• Types: Sensory (very short), Short-term (brief), Long-term (stored).
• Retention = repetition, relevance, incomplete info remembered.
• Retrieval = recall with cues, mood.
• Learning theories:
• Classical conditioning = link 2 things.
• Operant conditioning = reward & punishment.
• Generalization = treat similar products same.
• Discrimination = prefer one brand.
• Modeling = learn by watching others.
Motivation, Emotion & Mood
• Motivation = drive to satisfy needs/wants.
• Maslow = needs hierarchy (basic to self-growth).
• Sheth motives = functional, social, emotional, situational, curiosity.
• Conflict types: approach-approach, approach-avoidance, avoidance-avoidance.
• Emotions = strong feelings, affect satisfaction.
• Moods = weaker, long-lasting, affect buying unconsciously.
• Involvement = attention to product info (situational or enduring).
• High involvement = careful decision, Low = quick choice.
Beliefs, Affect, Attitudes, Intention
• Belief = link product with feature (cognitive).
• Affect = emotional feeling about brand.
• Attitude = belief + affect = tendency to behave.
• Fishbein model = belief strength + evaluation.
• Theory of Reasoned Action = intention depends on attitude + social norms.
• Theory of Trying = focus on consumption not just purchase.
• Attitude-behavior consistency = not always same, influenced by situation, resources.
Communication & Persuasion
• Advertising aims: awareness, acceptance, preference, trial, adoption.
• AIDA model = Attention → Interest → Desire → Action.
• Elaboration Likelihood Model = central (logic) vs peripheral (emotions).
• Source credibility = expertise + trust.
• Source attractiveness = similarity with consumer.
• Message tone = factual vs emotional.
• Comparative ads = show difference with competitors.
• Media choice = TV, radio, internet depending on target.
• Frequency = repeated exposure improves recall.