Topic 1. Introduction to Consumer Behavior
Key Terms and Concepts
- Consumer Behavior: The processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.
- Consumers: Anyone involved in any of the selection, purchase, usage, disposal of products, services, ideas, or experiences to satisfy needs and desires.
- Modernism/positivism: A research approach that emphasizes rationality, objectivity, and the search of universal principles that can be generalized to different contexts.
- Post-modernism/Interpretivism: A research approach that emphasizes the subjective meanings, interpretations, and experiences of individuals and seeks to uncover the social and cultural contexts that shape their behaviors and actions.
