Zusammenfassung
Summary of all articles (including overview) - Consumer Behaviour 2021
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Summary of all articles (including overview) from the course Consumer Behaviour. Master Business administration 2021 (April).
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Inhaltsvorschau
Article + Link What is it about?Week 1: Krishna, A. (2012). Overview article about the effect of sensations (haptics,
The An integrative review of sensory marketing: olfaction, audition, taste, vision) on perception
Psychologi Engaging the senses to affect perception, (emotional/cognition), which has an effect on attitude,
cal Core judgment and behavior. learning/memory and behavior. Implications for:
products, stores, customer experience.
Trope, Y., Liberman, N., & Wakslak, C. (2007). Construal Level Theory about low vs. high
Construal levels and psychological distance: psychological distance. Effect of temporal, social, spatial
Effects on representation, prediction, evaluation, & hypothetical distance on prediction, evaluation and
and behavior. behavior. Different factors influence decision-making
Miron-Shatz, T., Stone, A., & Kahneman, D. Memory-experience gap= difference between memory
(2009). and experience (larger for negative emotions). Peak-end
Memories of yesterday’s emotions: Does the rule: people remember the peak and end the most.
valence of experience affect the memory- Important implications for the customer experience
experience gap? design.
Biswas, D., Szocs, C., & Abell, A. (2019). Difference of standing vs. sitting when eating food
Extending the Boundaries of Sensory Marketing (vestibular sensations – sixth sense). Finding: food was
and Examining the Sixth Sensory System: rate more favorable when sitting and larger amounts are
Effects of Vestibular Sensations for Sitting consumed. Implications: encourage to consume meals
versus Standing Postures on Food Taste seated (restaurants, kids, chairs with backseat, take food
Perception. (blog) samples while seated)
Week 2: Levin, I. P., & Gaeth, G. J. (1988). Framing product attributes: before and after consumption
Consumer How consumers are affected by the framing of (beef). Largest effect before consumption. Primacy
Rationality attribute information before and after consuming effect important for product framing to increase
the product. product evaluation
Hsee, C. K., Loewenstein, G. F., Blount, S., & Joint vs. separate evaluations. JE/SE reversal JE is
Bazerman, M. H. (1999). often better than SE, but depends on situation. Evaluation
Preference reversals between joint and separate hypothesis= Some attributes are easy to evaluate
evaluations of options: a review and theoretical independently, whereas other attributes are more difficult
analysis. to evaluate independently.
Shampanier, K., Mazar, N., & Ariely, D. (2007). Zero-price effect: People choose the free (zero price)
product more often than the product for 1/2 cents. Not
Zero as a special price: The true value of free only decreases costs, also adds benefits. Implications:
products. free shipping, no/zero calories/fat.
Van De Ven, N., Zeelenberg, M., & Pieters, R. Study about benign envy and malicious envy on product
(2011). evaluation. Related to bandwagon effect. Visible and
The envy premium in product evaluation. (blog) audible products + make product more expensive.
Week 3: Han, Y. J., Nunes, J. C., & Drèze, X. (2010). This research introduces ‘brand prominence’: loud vs.
Technolog Signaling status with luxury goods: The role of quiet branding. Taxonomy of 4 types of people, based
y and brand prominence. on wealth and status Several implications
Social Chae, I., Stephen, A. T., Bart, Y., & Yao, D. SMC’s can be used to stimulate WoM (positive spillover
Influences (2017). effect). It reduces brand- and category-level WoM
on Spillover effects in seeded word-of-mouth spillover effects (i.e. negative effect). Influencer
Consumer marketing campaigns. marketing, seeded marketing campaigns, social referrals
Behavior Castelo, N., Bos, M. W., & Lehmann, D. R. Research about when and why algorithms are trusted
(2019). more or less than humans algorithms are trusted less
Task-dependent algorithm aversion. for tasks that are more subjective than objective.
, Barasch, A., Diehl, K., Silverman, J., & Effect of taking pictures on memory: people who take
Zauberman, G. (2017). pictures recognize more of what they saw and less of
Photographic memory: the effects of volitional what they (because of shift in attention). Also for mental
photo taking on memory for visual and auditory photos, not for revisiting saved pictures.
aspects of an experience.
Melumad, S., & Meyer, R. (2020). Consumers are more self-disclosing generating content
Full Disclosure: How Smartphones Enhance on smartphone comfort and attention. Implication:
Consumer Self-Disclosure. (blog) firms should target people on their smartphone
Argo, J. J., & Dahl, D. W. (2020).
Social Influence in the Retail Context: A
Contemporary Review of the Literature. (optional)
Acquisti, A., Brandimarte, L., & Loewenstein, G.
(2015). Privacy and human behavior in the age of
information. (optional)
Week 4: Berger, J., & Milkman, K. L. (2012). How emotion shapes virality (arousal). High-arousal
Affective What makes online content viral? positive or negative content is more viral. Low-arousal
and content is less viral. Arousal drives social transmission
Emotional Sanbonmatsu, D. M., & Kardes, F. R. (1988). Effect of endorser/arguments on brand attitude,
Consumer The effects of physiological arousal on moderated by arousal ELM. Endorser stronger
Reactions information processing and persuasion. influence on brand attitudes under high arousal. Argument
greater impact under moderate arousal.
Pham, M. T., Geuens, M., & De Pelsmacker, P. Ad-evoked feelings have a direct and indirect effect on
(2013). brand evaluations/ brand attitude. It does not depend
The influence of ad-evoked feelings on brand on product category or product style. But, the effects are
evaluations: Empirical generalizations from more pronounced for hedonic products than utilitarian
consumer responses to more than 1000 TV products.
commercials.
Khan, U., & Dhar, R. (2006). About licensing effect sequence is important. A prior
Licensing effect in consumer choice. (blog) choice, subsequently licenses the choice of a more self-
indulgent option. Choice for hedonic option increases
Week 5: Kivetz, R., Urminsky, O., & Zheng, Y. (2006). Goal Gradient effect: tendency to approach a goal
Consumer The goal-gradient hypothesis resurrected: increases with proximity to goal. More activity if you get
s and Purchase acceleration, illusionary goal progress, a reward. The illusion of progress. Implications:
Marketing and customer retention. reward/loyalty programs and incentive systems
for a Goldstein, N. J., Cialdini, R. B., & Griskevicius, Re-use towels: Descriptive (general appeal) vs.
“Better V. (2008). normative message (immediate situational
World” A room with a viewpoint: Using social norms to circumstances). Normative fared significantly better.
motivate environmental conservation in hotels. Social influences and proximately closer.
Okada, E. M. (2005). People’s need for justifying hedonic consumption:.
Justification effects on consumer choice of between hedonic and utilitarian separately, people choose
hedonic and utilitarian goods. hedonic. When shown together, people choose
utilitarian (harder to justify)
Cheema, A., & Bagchi, R. (2011). Visualizing the goal enhances goal pursuit (Goal Gradient
The Effect of Goal Visualization on Goal Effect) more tangible and clearer, this increases the
Pursuit: Implications for Consumers and effort, commitment and even patience. Use of graphs,
Managers. (blog) process bar, etc.
, Week 1: The Psychological Core
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to
affect perception, judgment and behavior.
About triggering 5 different senses in marketing
Overview article about what has been research and what not.
The process is subconscious: the consumer is not always aware of it
Haptics/touch:
o Promotes feelings of love, social bonding and well-being
o Interpersonal touch leads to higher tips, people are more satisfied, comply with
request to sample or buy, take their medications, help others and let other cut
in line
o Increases perceived ownership increases endowment effect (willing to pay
more for it because you ‘own’ it)
o Strong effect on consumer behavior
Smell/olfaction:
o Memory for scents persists longer than other sensations
o Memories triggered by scents are emotional
o Scent triggers associated thoughts and emotions
o Scents enhance product/store evaluations, shopping time and variety seeking
o Use air conditioning scent diffusers in order to enhance consumer experience
and increase sales.
Hearing:
o We attach meaning to sounds (associations)
Taste:
o Hard to distinguish taste (influenced by other senses)
Vision:
o We attach meaning to colors through learned associations and biological
predispositions (red is associated with danger)
o Very important in marketing
In exam: make use of different senses in marketing. Using colors might be effective,
but choose the right color. Taste hard to implement. Haptics/touch is a good one to
use. Smell also for memory/triggering.
Trope, Y., Liberman, N., & Wakslak, C. (2007). Construal levels and psychological
distance: Effects on representation, prediction, evaluation, and behavior.
Construal Level Theory (CLT) is about how we perceive the world around us
Different factors influence whether or not we purchase products/services
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