Abstract
With Nathan J. Sambul we had a seminar of International Consumer Behavior. During the two day of classes, we focus on individuals and groups, and how they select and buy products and services. The science of International Consumer Behavior is increasingly important because the marketplace is more and more complex: Consumers are more aware and they now have so many options. So, in order to convince the better-informed consumers and be more successful than the increasing competition, marketers must have a very clear view of their customers in order to better adapt the communication plan, the distribution channels, the packaging... This study includes a focus on characteristics such as demographic, economy, culture, psychology and behavior.
During this seminar, we examined the science and practice of persuasion and compliance. We focused on psychological principles which influence the tendency to comply with a request ("I offer you to buy this product for example). In other words, we saw the factors (and their techniques) that cause somebody to say yes to another person or to accept to buy a product. The most important principles are Reciprocation, Commitment and Consistency, Social Proof, Liking, Authority and Scarcity.
