Consumer Behavior (Autumn Term, 2014)

Let me introduce the curriculum called consumer behavior to you. We are taught by Professor Kasahara who are the Asia Pacific Research Institute of Marketing CEO& President. Even though it had so many hard lessons for me, I gain a good deal of enlightenment from the half a year’ studying. So let me recommend three models for you, if you have a job related to marketing, or you want to propose a business plan, I think it is useful for you.

Firstly, Elaboration Likelihood Model



The Elaboration Likelihood Model (ELM) of persuasion is a dual process theory describing how attitudes form and change. The ELM was developed by Richard E. Petty and John Cacioppo in the mid-1970s. The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change.

The ELM proposes two major routes to persuasion: the central route and the peripheral route. Under the central route, persuasion will likely result from a person's careful and thoughtful consideration of the true merits of the information presented in support of an advocacy. The central route involves a high level of message elaboration in which a great amount of cognition about the arguments are generated by the individual receiving the message.

The resulting attitude change will be relatively enduring, resistant, and predictive of behavior. Under the peripheral route, persuasion results from a person's association with positive or negative cues in the stimulus or making a simple inference about the merits of the advocated position. The cues received by the individual under the peripheral route are generally unrelated to the logical quality of the stimulus. These cues will involve factors such as the credibility or attractiveness of the sources of the message, or the production quality of the message. The likelihood of elaboration will be determined by an individual's motivation and ability to evaluate the argument being presented.

If you can apply the model in a flexible way for promoting your company’s products, you will know the different methods to promote the different products to the consumers who have different involvement with the products.

The second model is how to improve brand equity.



This model is the most interesting knowledge for me. Because we focus to the emotional root such as giving the consumer more sweet imagery and feelings more than the rational root.

The third model is Technology Adoption Lifecycle.



The technology adoption lifecycle model describes the adoption or acceptance of a new product or innovation, according to the demographic and psychological characteristics of defined adopter groups. The process of adoption over time is typically illustrated as a classical normal distribution or "bell curve." The model indicates that the first group of people to use a new product is called "innovators," followed by "early adopters." Next come the early and late majority, and the last group to eventually adopt a product are called "laggards”

• innovators – had larger farms, were more educated, more prosperous and more risk-oriented
• early adopters – younger, more educated, tended to be community leaders, less prosperous
• early majority – more conservative but open to new ideas, active in community and influence to neighbours
• late majority – older, less educated, fairly conservative and less socially active
• laggards – very conservative, had small farms and capital, oldest and least educated

To overcome The Chasm, firstly, market must be segmentalized.it is necessary to target an influence market segment. In addition, increase production, mass marketing, expansion the sale channel, gradually reduce the price.

About me :

• My name is Mandy. I was born and grew up in Hangzhou,China.
• I graduated from the College of Zhengjing Yuying Vocation and Technical in 2011. At the same time, got the degree of bachelor of Japanese.
• Then I determined to go to Japan for studying Business administration in 2012. After the one year traineeship of Hosei university in 2013, I succeeded in going to the Rikkyo university to study business administration last year.

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