From the course: Marketing Foundations: Consumer Behavior

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What is consumer behavior?

What is consumer behavior?

From the course: Marketing Foundations: Consumer Behavior

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What is consumer behavior?

- Let me start with a confession. I'm a big Star Trek fan, and my favorite character on Star Trek is Mr. Spock. Now if you've watched the show, you may remember that Spock has this special talent where he places his fingertips around a person's head to perform what is called the Vulcan mind meld. And in doing so, he can read the other person's mind. Now as a marketing person, wouldn't it be great if you could do a Vulcan mind meld with your customers? Hey, you would know everything about them, their preferences, their attitudes, motivations, how they make decisions, what they're willing to pay, and so on. Boy, it would be great. Well, unfortunately, we don't have the Vulcan mind meld, but we do have the next best thing. It's a body of knowledge called consumer behavior. Consumer behavior is defined as the study of individuals, groups, or organizations and the processes they use to select, secure, use, and…

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