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  • Hi! Welcome to a brief introduction to the Psychology of Consumer Behaviour. GSSC1026

  • I'm Karen Hamilton from the School of Liberal Arts and Sciences at George Brown College

  • There's an evangelical mission afoot

  • It's the Reverend Billy's unholy war on consumption

  • The Reverend of the Church of Stop Shopping

  • has just exorcized the demons from a cash register

  • and yelled out the warnings of The Shopocalypse!

  • Adbusters is telling us to turn off our TVs and stop shopping on Buy Nothing Day

  • The American president goes on TV after 9/11 and tells everyone to go out and shop.

  • And we do SHOP

  • We live in a world of constant sensation

  • colours, sounds and odours

  • rarely are we away from a marketing pitch

  • We are no longer surprised as the Whizmark urinal communicator speaks about a product

  • or if a basketball player does his hair in the shape of a Goodyear tire.

  • Manufacturers are spending more to design packages that blink, beep, yell and waft scents at us

  • and neuromarketers are using modern techniques like magnetic resonance imaging

  • to see what is going on in our brains when we react to a product

  • Have we turned into Pavlov's Dogs

  • going about our lives until we hear the bell

  • that makes us take out our wallets and spend, spend, spend?

  • Why do we buy?

  • Do we buy things because of need?

  • Or is it because of a want that a marketer has convinced us we need?

  • Just how does a marketer convince us to buy one particular product over another

  • even though the other may be better or lower priced?

  • And why do we become loyal to one particular brand?

  • Are we less happy because of the gap we see in what the media tells us we need and what we have?

  • In the Psychology of Consumer Behaviour we'll look at how

  • perception, learning, memory, attitudes and group behaviour

  • are used by marketers to influence the consumer decision making process

  • We'll look at the marketing process from the perspective of a marketer

  • as well as from the perspective of a discriminating consumer

  • and we'll learn about how possessions influence the way we feel about ourselves and others.

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B1 behaviour consumer marketer psychology buy reverend

Psychology of Consumer Behaviour

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    Why Why posted on 2013/03/24
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