Attitudes

There are many options to eat something delicious and fast. Some people like McDonald's, others like Burger King or Wendy's. Some people dislike Dominos while others prefer tacos for breakfast. People's attitudes reflect their likes and dislikes. All the thoughts of individuals, likes and dislikes about objects, constitute their attitudes. Attitude objects are anything that individuals can hold an attitude about. Attitude objects can be physical (food) or abstract (personal values, lifestyles). If a consumer has a negative attitude towards a product, he does not think to try it. Moreover, these attitudes drive consumer decision making. So, to understand consumer attitudes towards their product is critical for marketers. First, they should discover consumer attitudes towards their products. Later they should support positive attitudes consumer have, or they should find ways of changing the negative attitudes of the consumers to positive. This chapter discusses consumer attitudes, its importance, attitude models, and changing consumer attitudes strategies.

Memory

Learning takes place if there is a repeat of stimuli, or otherwise, extinction occurs, which is forgetting. To make the consumers learn the product and not lose sight for a long time is a primary focus for marketers. It means that marketers are more concerned about individuals' information storage and retrieval process. This chapter discusses the information-processing system, parts of this system, and forgetting as well as memorizing. At the end of the chapter, memory is evaluated from the point of view of marketing.

Lifestyles and Values

Lifestyle captures not only work but also leisure behavior patterns, activities, attitudes, interests, opinions, values, and allocation of income. So, consumers consume based on their lifestyles and values. This chapter explains lifestyles and values and their role in consumer decisions.

Emotions

All events we lived or memories we recall are related to emotions. Emotions are our body's adaptive response, and many times, we use emotions when describing events' importance or effects on us. Emotions are energies for initiatives, for motion, and behavioral act. When we get furious with consumer service, our face turns red, heartbeat increases. Alternatively, we feel yearning when remembering our childhood memories. Some products or brands are nostalgic, like Volkswagen Beetle. In this chapter, emotions and impacts on consumer decisions are discussed.

An Introduction to Consumer Psychology

Consumer psychology has been vital to the business world from its initial stages until the sales and sometimes even after the sales (providing updates, spares, and services). Marketing has focused strategies that provide consumer satisfaction. It has never been static but always has renewed itself according to the changing and developing world. This chapter provides an introduction to consumer psychology.

Self

The concept of self is a critical part of personality and consumer behavior. The concept of self allows individuals to be introspective, to evaluate their goals and abilities, to plan for the future, to exert their control, or to feel complete. Moreover, and perhaps more importantly, without selves, people cannot be self-centered, self-serving, self-promoting, or self-critical. In the lack of self-image, an individual cannot feel self-conscious, ashamed, guilty, or embarrassed. The self contributes to human experiences in the best and the worst moments; it can describe as a gift and a curse.

Motivations

Motivation is a driving force which takes antecedents of the behavior and directs the behavior in a specific way. It is also a process that initiates, guides, and maintains goal-oriented behaviors. It can be said that if we want to understand why consumers buy, we should discover consumers' motivation process. This chapter explores motivation.

Personality

Everyone has their own way of doing things. A person's ways of doing something and psychological characteristics makes them unique, and this is the case even in non-human brand characters such as the Bibendum. Personality is our ways of doing something; it identifies us and describes who we are. Personality consists of individual patterns of thought, emotion, and behavior. Marketing's main goal is to understand and predict consumer behavior. To understand consumer personality means to understand consumer behavior patterns and to develop the more appropriate strategies for them. This chapter explains the nature of personality, personality theories, and the relationship between personality and consumer behavior.

Learning

Learning plays an important role in preference formation. The consumers do not only learn products but also learn how they maximize their benefits. Marketers introduce consumers to learning new lifestyles provided by using their products. In this chapter, the authors discuss learning as it applies to consumer behavior.

Perception

Consumer perception contains valuable insights for marketers; consumers decide to buy a product judging quality and performance of a product by product's sensory cues like shape, smell, or taste. Perception, on the other side, is rather a subjective process (i.e., people receive same stimuli, but their meaning can be different). Some of the consumers love certain brands while others hate them is an example of perception subjectivity. This chapter discusses perception process, elements, and characteristics.