Main Content
Lesson 1: Introduction to Consumer Behavior
This online commentary is designed to build on and complement the information in your textbook. It is essential that you read and understand the assigned textbook readings prior to reading the online commentary and completing the assignments. It is also suggested that you take the quiz after completing the assigned reading to make sure that you understand the concepts in this lesson before completing the other assignments. You'll find that the information in the lesson content is critical for successfully completing the end-of-lesson assignments.
Lesson 1: Consumer Behavior and Value
In this first lesson, you will be introduced to the importance of the study of consumer behavior and why it is so closely examined by marketers. We will first define consumer behavior and discuss why it can be a challenging endeavor. Examining the meaning and driving forces of consumption is important for understanding consumer behavior.
Learning Objectives
After completing this lesson, you should be able to do the following:
- Define consumer behavior.
- Explain why marketers study human behavior.
- Recognize the components of the consumer value framework (CVF) when applied to an actual marketing scenario.
Lesson Readings and Activities
By the end of this lesson, make sure you have completed the readings and activities found in the Course Schedule.