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Samenvatting Consumer Behaviour

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Summary study book Consumer Behaviour of Wayne D. Hoyer - ISBN: 9781133274490, Edition: 6e , Year of publication: 2010

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  • January 23, 2015
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Samenvatting Consumer Behaviour
Chapter 1 – Understanding consumer behaviour


Consumer behaviour = The totality of consumers’ decisions with respect to
acquisition, consumption and disposition of goods, services, time and ideas by
human-decision making units.
Offering = A product, service, activity, experience or idea offered by a marketing
organization to consumers.

Consumer behaviours:
- Acquisition: The process by which a consumer comes to own an offering
- Usage: The process by which a consumer uses an offering
- Disposition: The process by which a consumer gets rid of an offering

The sequence is a dynamic process and can involve many people.

Acquisition methods: Buying, trading, renting/leasing, bartering, gifting, finding,
stealing, sharing.
Ways of disposing an offering:
- Find a new use for it
- Get rid of it temporarily
- Get rid of it permanently

Emotions can have a powerful role in consumer behaviour (positive/negative
emotions). Love can describe how we feel about a certain brand.
Issues related to consumer behaviour can involve stress, consumers need to cope
with the difficult choices.
Four broad domains that affect consumer behaviour
1. The psychological core: Internal processes: Motivation/ability/opportunity,
exposure/attention/perception/comprehension, memory & knowledge, forming &
changing attitudes.
2. The process of making decisions  Involves 4 stages
- Problem recognition
- Search for information
- Making judgements and decisions
- Making post-decision evaluations
3. The consumer’s culture: external process
Culture: The typical or expected behaviours, norms and ideas that characterize a
group of people.
Reference group: A group of people consumers compare themselves with for
information regarding behaviour, attitudes or values.
4. Consumer behaviour outcomes
Symbols: External signs that consumers use to express their identity.

Marketing: The activity, set or institutions, and processes for creating,
communicating, delivering, and exchanging offering with value for individuals,
groups and society.
Who benefit from consumer behaviour?  marketing managers, ethicists and

,advocacy groups, public policy makers, academics, consumers & society.
Marketing is designed to provide value of customers.
Chapter 2 – Motivation, ability and opportunity

Motivation: What moves people, ‘’an inner state of arousal’’ which provides
energy to achieve a goal.
High effort behaviour
High effort information-processing
Motivated reasoning: Processing information in a way that allows consumers to
reach the conclusion they want to reach. They reason in a biased way.

Felt involvement: Self-reported arousal or interest in an offering, activity or
decision. It can be either:
1. Enduring – Long-term interest in an offering, activity or decision
2. Situational – Temporary interest, often caused by situation circumstances
3. Cognitive – Interest in thinking about and learning information pertinent to an
offering.
4. Affective – Interest in expending emotional energy and evoking deep feelings
about an offering.

Response involvement: Interest in certain decisions and behaviours.  deciding
between brands.

What affects motivation? When consumers regard something as:
1. Personally relevant: Something that has a direct bearing on the self and has
potentially significant consequences or implications for our lives.
2. Consistent with their values, needs, goals, emotions and self-control processes
Self-concept: Our mental view of who we are
Value: Abstract, enduring belief about what is right/wrong, important or
good/bad
Need: An internal state of tension caused by disequilibrium from an
ideal/desired state.
Maslow  Groups needs in 5 categories
Social need: Externally directed and relate to other individuals
Non-social need: Those for which achievement is not based on other
people
Functional need: Search for products that solve consumption-related
problems
Symbolic need: Connected with our sense of self (achievement,
independence)
Hedonic need: Need for sensory & cognitive stimulation, sex and
play.
Needs are dynamic, exist in hierarchy, can be internally and externally aroused
and can conflict.
Goal: Particular end state or outcome that a person would like to achieve.
Appraisal theory: A theory of emotions that proposes that emotions are based on
an indivual’s assessment of a situation or an outcome and its relevance to his/her
goals.
3. Perceived risk: The possibility that the offering will perform less than expected.

, Six types of risks: Performance, financial, physical, social, psychological or
time risk.
4. Moderately inconsistent with their prior attitudes.  consumers are less
motivated to process information that is inconsistent with their prior attitudes.

Ability: The extent to which consumers have the resources needed to make an
outcome happen.
- Financial resources
- Cognitive resources: knowledge/experience about an offering
- Emotional resources: affects consumers to engage in charity/donating
- Physical resources: Affects how, when, where and whether consumers
make decisions.
- Social/cultural resources:
- Education and age


Even when motivation and ability are high, consumers may not take actions due
to:
1. Lack of time
2. Distraction
3. The complexity, amount, repetition and control of information

Chapter 3 – From exposure to comprehension

Exposure: The process by which the consumer comes in physical contact with a
stimuli.
Influenced by: position of an ad, product distribution, shelf placement.
Marketing stimuli: Information about offerings communicated either by the
marketer or by non-marketing sources.
Attention: How much mental activity a consumer devotes to a stimulus. It has 3
characteristics:
- It is limited: cannot attend to all stimuli
- It is selective: need to select what to pay attention to and what not.
- It can be divided

Focusing on a stimuli (focal attention) while simultaneously being exposed to
another stimuli (non-focal attention).
- Preattentive processing: The non-conscious processing of stimuli in peripheral
vision.
- Hemispheric lateralization: Our two hemispheres processes information
differently. Right: graphical vision, music and spatial information. Left: counting,
processing unfamiliar words, forming sentences.

Marketers often make stimuli: Personally relevant, pleasant, surprising and easy
to process.
Prominence: The intensity of stimuli that causes them to stand out relative to the
environment.
Concreteness: The extent to which a stimulus is capable of being imagined.

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