3.2 The Nature of Consumer Behavior

Apple customers don’t just buy phones or laptops. They become emotionally invested in the brand, often lining up for new releases even when their current devices work just fine. That emotional connection keeps people coming back—and lets Apple keep charging top dollar without missing a beat.

1. Stimuli

   • Marketing stimuli: Product, price, place, promotion

   • Environmental stimuli: Economic, social, cultural, and technological trends

2. The Black Box (Consumer Mind)

   • Buyer’s characteristics (values, lifestyle, beliefs)

   • Decision-making process

3. Response

   • Product choice

   • Brand choice

   • Purchase timing and amount

Stimuli: Ads, influencer reviews, and launch announcements created excitement.

Environment: Pandemic lockdowns increased demand for home entertainment.

Inside the Black Box: Gamers wanted a way to stay connected and entertained during isolation. Scarcity increased perceived value, and the fear of missing out (FOMO) pushed customers to act quickly.

Response: The PS5 quickly sold out and consumers were willing to pay premium prices.

The PS5 launch shows how marketing stimuli interact with personal motivations and situational factors inside the customer’s “black box.”

When Tide Pods launched in 2012, they changed the laundry detergent market almost overnight. Before Tide Pods, detergent was mostly a liquid or powder, and consumers had to measure it themselves. Tide Pods offered a pre-measured, no-mess solution, appealing to busy households who wanted speed and simplicity. The convenience factor turned what used to be a slightly annoying task into a quick, mindless routine.

Today, Pods account for over 15% of U.S. laundry detergent sales, and that number continues to grow. Many consumers, once they try the format, stick with it for years, rarely questioning their choice—making it the perfect example of a low-involvement, habitual decision.

Poo-Pourri started as a small, quirky brand founded by entrepreneur Suzy Batiz in 2007. The product—a spray that traps bathroom odors before they escape—was an unusual solution to a common, embarrassing problem.

The brand went viral in 2013 thanks to a humorous, cheeky online ad called “Girls Don’t Poop.” The video used bold humor to break the taboo around bathroom odors and racked up over 50 million views.

That one viral moment turned Poo-Pourri into a $30 million-a-year business, sold in major retailers like Target and Bed Bath & Beyond. Most consumers try it once, are pleasantly surprised that it actually works, and then stick with it—another classic low-involvement purchase triggered by emotional, humorous marketing.

Big-ticket purchases like cars or premium laptops usually involve a lot of thought and research. For many consumers, buying a new car means comparing features, prices, safety ratings, fuel efficiency, brand reputation, and financing options. It’s not just about transportation; it’s also about status, comfort, and long-term value.

For example, shoppers considering a Tesla Model 3 often weigh not just the price and performance, but also their values around innovation and environmental sustainability. Meanwhile, luxury laptop buyers evaluating models like the MacBook Pro consider power, design, brand prestige, and how the product will support their professional or creative work.

These purchases typically involve multiple decision-making stages, consultations with others (family or peers), and sometimes months of consideration before committing to a purchase.

Buying a home gym membership or, even more significantly, investing in high-end home fitness equipment, like a Peloton bike or Tonal smart gym, is another major decision.

Consumers often spend weeks or months evaluating the following:

• Equipment quality

• Subscription fees for online classes

• Available space at home

• Long-term commitment

Peloton, for instance, overcame initial price objections by emphasizing community, motivation, and the lifestyle benefits of connected fitness. Their early success was driven by shoppers who don’t rush big decisions—fitness enthusiasts willing to pay for a premium experience that fits their busy lives.