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Chapter 1 Buying, Having, Being CONSUMER BEHAVIOR, 10e Michael R. Solomon 1-1 What is Consumer Behavior? The study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires. 1-2 Stages in the Consumption Process 1-3 Consumer-Brand Relationships • • • • Self-concept attachment Nostalgic attachment Interdependence Love 1-4 Social Media • Social media are the online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobility. 1-5 Disciplines in Consumer Research MICRO CONSUMER BEHAVIOR (INDIVIDUAL FOCUS) Consumer behavior involves many different disciplines MACRO CONSUMER BEHAVIOR (SOCIAL FOCUS) Experimental Psych Clinical Psychology Developmental Psych Human Ecology Microeconomics Social Psychology Sociology Macroeconomics Semiotics/Literary Criticism Demography History Cultural Anthropology 1-6 The Consumer “Dark Side” Consumer terrorism Addictive consumption Compulsive consumption Consumed consumers Illegal activities 1- 7
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