Learning Outcomes

Having completed this course, you should be able to:

• Discuss the shopper, buyer, consumer benefits and the total product concept
• Examine the consumer decision making process
• Identify the components of the Engel, Kollat and Blackwell model
• Identify the two types of consumer sets and evaluation criteria
• Discuss product and service consumption and consumption situation
• Discuss sensory perception and the Gestalt theory of perception
• Examine consumer categorization in terms of perception and cognition
• Identify the two conceptualizations of service quality
• Examine how information is captured, retained and retrieved from the memory
• Discuss how rewards and punishments influence consumer behaviours
• Discuss how to use the Fishbein model to change affective responses
• Identify how to use comparative messages and message execution