Labroo Every day, consumers make a myriad of decisions that have the ability to affect the greater good, which we define as the collective well-being of the broader social group. Given their broad communal consequences, such decisions are of great interest to a variety of constituencies, including policy makers, non-profits, communities, and marketers, as well as individuals. Accordingly, theory-driven inquiry into the antecedents and consequences of consumer behaviors that serve the greater good offers great theoretical and practical value.
It describes tire classical schools, tire managerial schools and the behavioral schools of marketing and examines their influence in shaping consumer behavior.
Finally, it attempts to forecast the new emerging trends in consumer behavior as a consequence of the emerging adaptive marketing school of thought. The purpose of this paper is to trace the historical dependence and allegiance of consumer behavior on the discipline and practice of marketing.
It then attempts to - forecast emerging trends in consumer behavior research and theory as a consequence of new and emerging schools of marketing thought.
Over the years, marketing has shifted its reliance on other disciplines as well as its focus of understanding. This gave way to the managerial schools of marketing thought in which tire focus of attention and understanding shifted to the individual customers while social sciences disciplines continued to dominate marketing thinking.
Eventually, marketing kept its focus on individual customers but began to borrow more and more from the behavioral sciences.
This resulted in what I will call as the behavioral schools of marketing thought. More recentlymarketing has begun to shift its attention away from the individual customers and concentrate oil the markets.
In tire process, it is also relying less on the behavioral sciences and more on tire traditional social sciences. We shall call this emerging trend as adaptive schools of marketing thought.
It appears that each marketing era lids motivated specific types of consumer behavior research, and thereby shape its history with respect L o t b e substantive body of knowledge, research methodology as well as theory development.
Figure 1 summarizes the parallels between marketing and consumer behavior. The rest of the paper will enumerate elements of each of the four phases of marketing thought and its impact on consumer behavior.
The Classical schools of marketing are identified as tire commodity school, the functional School, and the institutional School. The commodity school focused on the objects of market transactions, and generated the specialty - shopping - convenience goods trichotany which is still popular in marketing practice.
The functional school focused on the activities inherent in market transactions and generated a classification of functions such as grading, assortment and physical distribution.
Finally, tire institutional school focused oil the agents of markets transactions such as wholesalers and retailers which resulted ill channels of distribution and value added services provided by tire middlemen.
Sheth, Gardner and Garrett The classical schools of marketing thought were influenced by concepts of demand theory in microeconomics, spatial markets and trading areas in economic geography, and by metro vs. This focus oil the aggregate market behavior and reliance on microeconomics, economic geography and economic anthropology resulted in a similar focus and reliance in consumer behavior.
Thus, early history of consumer behavior generated theories, research methods, and substantive knowledge in such areas as Consumption economics necessities vs.
There also emerged distinct research traditions. For example, case studies, market surveys, and tire use of census data became more prevalent as methods of understanding consumer behavior.
The managerial schools of marketing thought emerged in the early fifties soon after World War If and tire consequent unprecedented economic boom partly fueled up new product introductions. Tire managerial schools of marketing thought still relied on the social sciences but borrowed the more recent concepts and methodologies.
For example, it eagerly borrowed Concepts and methods of the emerging field of managerial economics Which shifted focus away from demand theory to the theory of the firm, and especially the concepts of monopolistic competition and product differentiation. Similarly, it latched onto the diffusion of innovations traditions generated in economic anthropology.
Finally, it also borrowed heavily from sociology the new and exciting research traditions related to social stratification and household structures.The Society for Consumer Psychology (SCP) is an organization dedicated to the study of how people relate to the products and services that they purchase or use.
The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product.
Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioural responses that precede or follow these activities. Consumer behaviour emerged in the s and 50s as a distinct sub-discipline in the marketing barnweddingvt.com order to succeed.
Advances in Consumer Research Volume 22, Pages CONSUMER VALUES, PRODUCT BENEFITS AND CUSTOMER VALUE: A CONSUMPTION BEHAVIOR APPROACH.
Albert Wenben Lai, University of Wisconsin-Madison. ABSTRACT -. The objective of this course is to advance the students ability to develop, implement, and critically evaluate the marketing strategy for a product or service.
Consumer behaviors control the type of marketing strategy that organizations such as small businesses employ, so they conduct studies to determine which strategies are likely to prove most effective.