Future Buyologists
This slide‑deck, authored by F. Guneri for HÉMiSF4iRE Design School, introduces designers to the fundamentals of consumer behavior. It begins with a concise definition that frames consumer actions and decision processes, then illustrates the concept through a food‑consumption collage. A six‑factor framework (demographic, geographic, psychographic, emotional, social & cultural, physical) is visualised with a mermaid diagram, highlighting the multidimensional influences on buying. The deck then presents an integrated model where external (culture, subculture, demographics, social status, reference groups, family, marketing activities) and internal (perception, learning, memory, motives, personality, emotions, attitudes) influences shape self‑concept and lifestyle, which in turn drive a five‑stage decision process (problem recognition, information search, alternative evaluation, outlet selection & purchase, post‑purchase). A subsequent section examines digital platforms as intermediaries, mapping platform, client, and worker roles and describing the “black‑box” of algorithmic intermediation. The presentation concludes with an exercise link for applying the concepts and a multilingual thank‑you visual. The material is instructional, visually driven, and aimed at equipping future “buyologists” with a structured understanding of how consumers think, feel, and act in contemporary, platform‑mediated markets.
Topics
Defining Consumer Behavior for Designers
A concise definition that frames consumer actions and decision processes as central to obtaining and using goods and services.
Food‑Consumption Collage as a Concrete Example
A visual collage showing everyday food shopping and consumption to ground the abstract definition in real‑world behavior.
Six‑Factor Influence Framework (Demographic → Physical)
A cyclical diagram enumerating demographic, geographic, psychographic, emotional, social & cultural, and physical factors that shape consumer behavior.
Integrated Consumer Behavior Model: External & Internal Influences → Self‑Concept & Lifestyle → Decision Process
A high‑level model linking external (culture, subculture, demographics, social status, reference groups, family, marketing activities) and internal (perception, learning, memory, motives, personality, emotions, attitudes) influences to self‑concept, lifestyle, and the subsequent decision‑making process.
External Influences Detailed List
Specific external drivers—culture, subculture, demographics, social status, reference groups, family, and marketing activities—that affect consumer attitudes and choices.
Internal Influences Detailed List
Psychological components—perception, learning, memory, motives, personality, emotions, attitudes—that shape how consumers interpret and act on external cues.
Five‑Stage Consumer Decision Process
Step‑by‑step stages: problem recognition, information search, alternative evaluation and selection, outlet selection and purchase, post‑purchase process.
Digital Platforms as Intermediaries in Consumer Behavior
A diagram of platform, client, and worker roles, highlighting the “black‑box” of algorithmic intermediation that connects participants and facilitates value exchange.