Zusammenfassung
Summary of ALL CONSUMER BEHAVIOUR VIDEOS
- Kurs
- Hochschule
You can pass this course by studying this summary and going over the powerpoints given.
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CONSUMER BEHAVIOUR SUMMARY(2022-2023)
,Table of Contents
WEEK 1: COMSUMER CULTURE ......................................................................................... 3
Knowledge clip 1 ...................................................................................................................... 3
Article Argo & Dahl (2018) ........................................................................................................ 5
Knowledge clip 2 ...................................................................................................................... 5
Article Crocket & Wallendorf 2004 ........................................................................................... 8
Knowledge clip 3Microculture: ethnicity and consumer ideology .............................................. 8
Knowledge clip 4 Microculture: Diversity Household and Social Class ...................................... 13
National Aggregate Consumer Sentiment toward Marketing: A Thirty-Year Retrospective and
Analysis (Gaski & Etzel 2005). ......................................................... Error! Bookmark not defined.
WEEK 2: SOCIAL INFLUENCE ............................................................................................ 17
Knowledge clip 1: Social Influence Introduction ...................................................................... 17
Knowledge clip 2: Social Influence Introduction ...................................................................... 20
Knowledge clip 3: Word of mouth .......................................................................................... 23
Knowledge clip 4: Physical presence of others ........................................................................ 25
WEEK 3........................................................................................................................... 27
Knowledge clip 1: The Psychological Core ............................................................................... 27
Knowledge clip 2: The Effect of Involvement ........................................................................... 31
WEEK 4........................................................................................................................... 33
Knowledge clip 1: Consumers Affective and Emotional Response ............................................ 33
Knowledge clip 2: Affect, Mood & Emotion ............................................................................. 34
Knowledge clip 3: Emotions: Valence and Arousal ................................................................... 37
Knowledge clip 4: Ad evoked Emotions: Positive Emotions ..................................................... 40
Knowledge clip 5: Ad evoked Emotions: Negative Emotions ................................................... 42
WEEK 5........................................................................................................................... 45
Knowledge clip 1: Introduction Consumer (Ir)rationality ......................................................... 45
Knowledge clip 2: System 1 vs. System 2 Thinking ................................................................... 45
Knowledge clip 3: Decision-making heuristics ......................................................................... 47
Knowledge clip 4: Biases ........................................................................................................ 49
Knowledge clip 4: Framing part I............................................................................................. 50
Knowledge clip 4: Framing part II............................................................................................ 51
Knowledge clip 5: Anchoring Bias and the Zero Price Effect ..................................................... 53
Knowledge clip 6: Absence vs Presence .................................................................................. 55
,WEEK 1: COMSUMER CULTURE
Knowledge clip 1
Consumer culture regards the glasses through which we filter reality, there are several factors
demographic and cultural that influence the way we perceive reality.
Consumer culture: represents the commonly held social beliefs that define what is socially gratifying
(giving pleasure or satisfaction) within a specific society.
What is right or wrong depends on the culture context. For example, drinking alcohol at 18 is
accepted in Europe however in the U.S it is accepted from age 21.
Culture’s functions for consumers
These functions shape the value of consumer activities and include:
➔ Giving meaning to objects. E.g. religious objects which are given meaning by a religion.
Thanksgiving which celebrates unity in the U.S is associated with Turkey.
➔ Giving meaning to activities. E.g. standing and drinking coffee for a break.
➔ Facilitating communication.
Cultural Norms => the rules that specifies the appropriate behaviour in a given situation within a
specific culture. Most, but not all, cultural norms are unwritten and simply understood by members
of a cultural group.
E.g. Norm in Italy: when you are a guest to a house you don’t show up empty handed.
A cultural sanction => refers to the penalties associated with performing non gratifying
(unacceptable) culturally inconsistent behaviour.
E.g. In this case would be not showing up with something to someone’s house. You can be criticized
or more extreme would be social exclusion-> not being part of the culture anymore.
How do cultural norms influence consumption?
➔ Ecology: physical characteristics that describe the physical environment and habitat of the
particular place. E.g. In the desert, water preservation is extremely important (environment
influences what is important). Behaviours that aim at consuming water are considered to be
socially unaccepted.
➔ Tradition: custom and accepted way of structuring society.
, Culture is learned
Social interaction -> Modelling (witness a certain behaviour and model or copy it) -> Reinforcement
(you are rewarded for what is socially accepted and punished for what is socially unaccepted).
Two ways to learn and are exposed to a culture:
➔ Enculturation: way people learn their native culture.
➔ Acculturation: process by which consumers come to learn a culture other than their natural
native culture (E.g. immigrants).
What do we learn?
Each culture has certain role expectations for its members.
Role expectations => the specific expectations that are associated with each type of person within a
culture. E.g. In the 50s the men were considered the guardians of the house and the wives were
dependent on them. Now gender roles are shifted.
Role conflict => a situation where consumer experiences conflict expectations based on cultural
expectations.
Divergence => a situation in which consumers choose membership in microcultures in order to stand
out or define themselves. (women stress that they want to do with their body as they wish. For
example, not shaving).
Values
➔ Abstract, enduring beliefs about what is right, wrong, important, or good/bad.
Value system=> out total value and their relative importance.
Core societal values
➔ Power Distance: the relationship that people have with authority. High power is where you
address professors by their titles.
➔ Collectivism (sharing is important) vs. individualism (freedom & individuality are very
important).
➔ Uncertainty avoidance index : some countries are uncomfortable with uncertainty so
everything is quite structured and rules whiles other countries are comfortable with
uncertainty.
➔ Femininity vs. Masculinity: some countries value nurture others power
➔ Short-term vs. long-term orientation: some countries are more traditional whiles others
focus more on the future.
➔ Restraint vs. indulgence: normative repression-> being more respectful of everyone else,
being more quiet or happiness and
extraversion is valued.
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