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Chapter 1 What Is CB, and Why Should I Care?
Learning Objectives After studying this chapter, students should be able to achieve the objectives given below. 1-1 Understand the meaning of consumption and consumer behavior. 1-2 Describe how competitive marketing environments lead to better outcomes for consumers. 1-3 Explain the role of consumer behavior in today’s business and society. 1-4 Be familiar with basic approaches to studying consumer behavior. 1-5 Appreciate how dynamic the field of consumer behavior continues to be, particularly with respect to technological advances such as big data analytics and the sharing economy.
Lecture Example New York Mayor Michael Bloomberg’s proposed ban on the sale of sodas and other such beverages larger than 16 ounces at restaurants, movie theatres, and street carts elicited mixed reactions from the public. The proposed ban was the consequence of research studies that indicated that the consumption of beverages had increased among children and adults, and this was a contributing factor to the increasing levels of obesity among Americans. While the beverage industry has made efforts to reduce calories in products, their best-sellers have always been the high-calorie drinks. This indicates that consumers prefer these beverages even though they are aware of their high calorie content. The proposed ban was an attempt to modify consumer behavior and preferences through legislation that soda companies fought back. Ultimately, the soda ban was rejected by the New York Court of Appeals stating that the city’s health board did not have the authority to impose the ban. Source: Chris Dolmetsch, “New York Big-Soda Ban Rejected by State’s Highest Court,” Bloomberg, June 27, 2014, https://www.bloomberg.com/news/articles/2014-06-26/new-york-big-soda-ban-rejected-by-n-y-top-court-asoverreach (Last accessed on December 21, 2016).
Lecture Outline with PowerPoint® Slides
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