Consumer Behavior Summary (UvA Master Business & Administration)
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Course
Consumer Behaviour (6314M0159Y)
Institution
Universiteit Van Amsterdam (UvA)
Samenvatting van alle knowledge clips in artikelen (exam materials):
Krishna (2012), Biswas et al. (2019), Trope et al. (2007), Miron-Shatz et al. (2009), Van De Ven et al. (2011), Levin & Gaeth (1988), Hsee et al. (1999), Shampanier & Ariely (2007), Han et al. (2010), Chae et al. (2017), Melumu...
Consumer behavior: Consumer behavior reflects the totality of consumers’ decisions with
respect to the acquisition, consumption, and disposition of goods, services, activities,
experiences, people, and ideas by (human) decision-making units [over time].
à Reflects the decisions people make in their roles as consumers.
Psychology = the scientific study of the human mind and behavior.
1. Senses: vision, hearing, smell, taste, touch.
2. Perception: how the human mind interprets signals from these senses.
- Bottom-up: starts with sensory signals.
- Top-down: starts with contextual factors (e.g. beer & balsamic vinegar study).
3. Memory: pre-existing knowledge affects our intention + action (brain serves as an
associative network à can be influenced by marketing actions).
- Long-term: information for later use (implicit = beliefs & attitudes, or explicit).
- Working memory: goal-directed behaviors à where actions happen.
Implicit memory:
- Priming: the act of introducing a stimulus to influence how individuals respond to a
subsequent stimulus (e.g. study with music and wine).
- Procedural: build association with action/habits (e.g. cup-a-soup at 4 o’clock).
Attention = perception + memory + intention: reflects how much mental activity is
devoted to a stimulus (limited, selective, divided) à marketing is a contest for people’s
attention.
Sensory Marketing
à Krishna (2012): An integrative review of sensory marketing: Engaging the senses to affect
perception, judgement and behavior.
Sensory marketing = marketing that engages the consumers’ senses and affects their
perception, judgement and behavior in a subconscious way.
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, Haptics (touch): the first promotes feelings of love, social bonding and well-being.
à Creates a sense of interpersonal connection and increases perceived and psychological
ownership (Brasel & Gips, 2014) (e.g. online shopping on touchscreen).
Olfaction (smell): memories for smells persist the longest and create the strongest
emotional trigger, since the associated brain areas are located close together.
à Scent increases memory for associated information during experience.
à Scent enhances product and store evaluations as well as shopping time (e.g. smell of fresh
bread in the supermarket, popcorn in the cinema, new car scent for secondhand cars).
Audition (hearing): we attach meaning to sound (e.g. crispy = freshness à chips, or car
sounds = sporty à electric cars with artificial sounds of traditional cars, or sound logo’s for
brand activation à Netflix).
Taste: least developed human sense, as taste is most influenced by other senses à top-down
processing (e.g. beer & balsamic vinegar study).
Vision: subconscious processing of visual stimuli à e.g. attaching meaning to colors through
taught associations and biological predispositions; therefor colors are vital in marketing.
Biswas et al. (2019): Extending the boundaries sensory marketing and examining the sixth
sensory system: Effects of vestibular sensations of sitting versus standing postures on food
taste perception.
Ø Vestibular sensations associated with posture affect taste perception whereby the same
food is perceived as better tasting when sampled in sitting (vs. standing) posture.
Ø Physical stress associated with standing leads to decreased sensory sensitivity (referring
to taste and temperature) and consumption volume.
Construal Level Theory
à Trope et al. (2007): Construal levels and psychological distance: Effects on representation,
prediction, evaluation, and behavior.
Construal level theory = how we perceive the world around us (perception).
à Low psychological distance: concrete, low-level construal to mentally represent near
objects/events = how?
à High psychological distance: abstract, high-level construal to mentally represent distant
objects/events = why?
Psychological distance = subjective experience that something is close or far away.
1. Temporal distance (time)
2. Social distance (partner vs stranger)
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