Dienstag, 22. April 2014

My overall impression of CONSUMER BEHAVIOR - as a class and a phenomenon

As a Industrial Engineering major, I had only one semester of basic marketing before I took the class BMKT 337 Consumer Behavior at MSU this semester. So, the field of consumer behavior was pretty new to me... I mean as new as it can be after approximately 14years of being a consumer myself.

As you maybe noticed reading or skipping through my blog, I have
quite an interest in the strategy behind store layout and design using the knowledge about human psychology and consumer habits. This knowledge helps retailers, marketers as well as the store designers to develop a consuming environment that lead us through a store and keep us in it as long as possible without us noticing. In my Consumer Behavior class I learned more about psychological, cultural as well as the social factors influencing the human decision making as well as general behavior (e.g. the self; extended self; perception & attitude; motivation, values, norm, and needs; lifestyle & personality; groups, cultures, and subcultures).

Books like Nudge by Richard H. Thaler, & Cass R. Sunstein as well as Predictably Irrational by Dan Ariely had an interesting way to teach me about the utilization of human's psychology and unconscious habits by the retail industry as well as about the marketing research about those phenomena.

This blog even it is was started only because the Consumer Behavior class required it, turned out to be a great opportunity to share the differences between American and German/European consumer behaviors I experienced during my stay in the U.S. as an exchange student. There are so many things one considers normal and expects them to be the same at other places in the world, but they don't. To experience that with even broader awareness, due to this class, became an interesting an fun part of my overall American experiences.

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