Consumer Behavior And Marketing Strategy
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The study of consumer behavior and marketing strategy  helps firms and organizations improve their marketing strategies by understanding issues such as:

bulletThe psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); 
bulletThe psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);
bulletThe behavior of consumers while shopping or making other marketing decisions;
bulletLimitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;
bulletHow consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer;
bulletHow marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

Understanding these issues helps us adapt our strategies by taking the consumer into consideration. For example, by understanding that a number of different messages compete for our potential customers' attention, we learn that to be effective, advertisements must usually be repeated extensively. We also learn that consumers will sometimes be persuaded more by logical arguments, but at other times will be persuaded more by emotional or symbolic appeals. By understanding the consumer, we will be able to make a more informed decision as to which strategy to employ.

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Last modified: November 21, 2007