100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Summary All lectures - Consumer Behaviour 2021 $4.80
Add to cart

Summary

Summary All lectures - Consumer Behaviour 2021

 17 views  1 purchase
  • Course
  • Institution

The notes from all lectures from the course Consumer Behaviour. Master Business administration 2021 (February).

Preview 4 out of 38  pages

  • September 6, 2021
  • 38
  • 2020/2021
  • Summary
avatar-seller
Lectures Consumer behavior
Week 1 – the Psychological Core
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].
 The decisions people make in their roles as
consumers. It is about all their decisions instead of
just buying

The psychological core
 Psychology is the scientific study of the human mind and behavior
 From exposure to action: Stimuli  Response




Sensation (senses)
 Vision, hearing, smell, taste & touch  brain (specific areas receiving senses)

Perception
 How the human mind interprets signals from the senses
 The senses stay exactly the same, but the perception and
interpretation gives meaning to it (picture rabbit/duck)
 Bottom-up (start from senses) and top-down processing (start
from the brain and then perceiving something)

Memory
 The brain is a complicated system of interconnected cells.
Memory is the neural network of associated nodes
 Long-term memory is where information is permanently stored for later use
 Working memory is involved in goal-directed behaviors in which information must be
retained and manipulated to ensure successful task execution. It is linking long-term
memories together and also our perceptions and actions  getting long-term
memory into actions/use it

Implicit (long-term) memory - Memory and consumer behavior
 Beliefs and attitudes exist in (implicit) associative networks
 Activation of one concept activates related concepts

,  Associate networks for brands can be influenced by marketing actions
 Celebrity endorsements build associations between the endorser and the brand
 Priming is the act of introducing a stimulus to influence how individuals respond to a
subsequent stimulus (example of filling in the missing word). Activating a certain
node in an associative network determines how you respond to a certain stimulus.
o Music with strong national associations activated related knowledge and led
to customers buying wine from the respective country
 Procedural implicit: about introducing schemes (lunch, breaks – 16:00 cup-a-soup)

Attention
 Attention reflects how much mental activity is devoted to a stimulus
o Attention is limited (cannot be infinite, so it is selective)
o Attention is selective
o Attention can be divided (among several things)
 “Marketing is a contest for people’s attention” you want to claim people’s
attention

Marketing application (example)
- Coca cola ad
- Sensation: It’s a visual sensation with colors
- Perception/Interpretation: it’s a bottle, its coca cola, happiness (associations)
- Memories: I like the taste, I like the brand, happy thoughts, always coca cola
- Response selection: I like this/do not like
- Response: do nothing, tune in, tune out, grab a coke

Sensory marketing (Krishna, 2012)
 Marketing that engages the consumers’ senses and affects their perception,
judgement and behavior… in a subconscious way (it has an impact, but the consumer
is not always aware of it)




Olfaction is smell
 Haptics: (interpersonal) touch
o Touch is the first sense you develop in the womb and the last sense you lose
with age
o Interpersonal touch is related to oxytocin, which promotes feelings of love,
social bonding and well-being
o People who receive interpersonal touch  leave higher tips, are more
satisfied, comply with requests to sample or buy, take their medications, help
others, let others cut in line

, o Touch creates a sense of interpersonal connection
o Touching products:
 Touching an object increases perceived ownership of that object
 Touchscreens increase psychological ownership, and this in turn
magnifies the endowment effect (assign higher value because you
want to hold on to it)
 Smell/Olfaction
o Memory for scents persists (much longer than other sensations)
o Memories triggered by scent are emotional
o Many distinct scent receptors
o Direct connection between olfactory nerve and amygdala and hippocampus
o Scent increases memory for associated information  triggers associated
thoughts
o Scent can trigger emotions (physically close to each other)
o Scents can enhance product and store evaluations
o Scents can enhance shopping time and variety seeking
o Scent marketing:
 Smell of fresh bread in the supermarket, smell of popcorn in cinema,
new car scent (spray)
 Air Conditioner Scent Diffuser
 Hearing
o We attach meaning to sounds (chips, Netflix)  crispy products are
associated with fresh
o Music with strong national associations activated related knowledge and led
to customers buying wine from the respective country
 Taste
o We are bad at distinguishing taste, because it is influenced by other senses
o Blind: sample beers  indicate preference
o Before: Information  sample beers  indicate preference (top-down
process)
 Vision
o We attach meaning to colors through learned associations and biological
predispositions
o Colors are important in marketing

Construal Level Theory (Trope, Liberman & Wakslak, 2007)
 CLT is about how we perceive the world around us
 People use concrete, low-level construal to mentally represent near objects and
events
 People use abstract, high-level construal to mentally represent distant objects and
events

,  Example: Low – exam next week, need to read 5 articles, wash socks. High – good
investment in my future
 Psychological distance is a subjective experience that something is close or far away
from the self, here and now
1. Temporal distance: tonight vs. next year
2. Social distance: close relative vs. unknown person
3. Spatial distance: across the street vs. another country (e.g. refugees: what about
the value of my house vs. we should help these people)  thoughts are different
when it is closer to us
4. Hypothetical distance: unsafe vs. safe neighborhood (how likely it is to happen to
you)  put an extra lock on the door vs. how to prevent crime in society?
 Primary vs. secondary features
o Purchases in the distant future focus perception on primary features (what
your TV offers in 6 months, what kind of travel do you desire)
o Purchases in the near future also focus on secondary features (next week is
your TV on discount, buying tickets)
 Feasibility vs. desirability
o Desirability-related information affects purchase intentions for distant events
(trip in 6 months)
o Feasibility-related information affect purchase intentions for close events (air
ticket next week)
 Bi-directionality
o Psychological distance not only affects mental construal, manipulations of
construal level also affect distance perceptions
o Psychological distance Construal level
o By framing an event or object as high or low construal level, psychological
distance can be manipulated
 Pictures vs. words
o Words are abstract, pictures are concrete. Adding picture will make it more
concrete than just using words.  Perceived social distance will increase
when it is abstract and it will decrease by making it more concrete

Memories of yesterday’s emotions (Shatz, Stone & Kahneman, 2009) – Memory
 Long-term memory is where information is permanently stored for later use
 Experiences vs. memories
o Which matters more: how much you actually enjoy something in the moment
or how much you remember enjoying something?
 Memory-Experience Gap

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller lisannedewit1. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $4.80. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

53068 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling
$4.80  1x  sold
  • (0)
Add to cart
Added