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IBCOM year II/III: Consumer behavior & marketing action Summary Learning Objectives (9 pages)
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Learning objectives:W2
❖ Understand the consumer decision making process
Proces:
1. Problem/need recognition → tension
a. Can stem from physiological needs or from what we see on TV
b. Disconnect/discrepancy emerges between the state of being that we are in
and the state of being that we desire
i. Opportunity recognition = ideal state moves upward (want a new car)
ii. Need recognition = actual state moves downward (run out of gas)
2. Information seeking stage
a. Identify possible solutions to our problem
b. The complexity/expense of the decision determines how much thought goes
in to this stage
c. Types of info search:
i. Pre purchase vs. ongoing search (fun search)
ii. Internal (from own memory) vs. external search (from environment)
iii. Deliberate (directed learning) vs. ‘accidental’ search (info acquired in a
passive way; advertising)
3. Evaluation of alternatives
a. We usually consider price, warranty, after purchase service, reviews
b. Product categorization is about the evoked set and the consideration set
i. Evoked set: products already in memory
ii. Consideration set: are considered for purchase (not all from evoked
set)
4. Purchase decision is being made
a. Not always based on logical factors but sometimes on factors such as
prestige or likability
5. Post purchase behavior
a. What sets in after the purchase happens?
i. We use the product and think it is great
ii. Or we think it's not that great; it does not work as I expected
b. Result: cognitive dissonance (buyer’s remorse) sets in
c. We regret the purchase and start looking for signs that we did buy the right
product, to reinforce our purchase decision
!! Important to investigate the different stages the customer is in and use that to your
advantage as a marketeer.
, ❖ Explain what the deliberation without attention effect is & reflect on this topic in
a critical way.
Conscious thinking leads to good choices when it concerns simple choices. But its limited
capacity has the consequence that it is not efficient enough when it concerns complex
choices.
Criticism: hard to compare to a real life setting because in real life we cannot easily take the
information away and thus are more likely to keep thinking consciously.
May not be able to replicate because it was not exactly replicated.
Participants might differ in their view about the type of purchase (simple vs. complex).
W3
❖ Understand what motivation is and explain how this concept is related to
consumer needs, consumer goals, and involvement.
Motivation is an activated inner state of tension that drives a person to pursue a goal ( =
desired endstate). It influences our behavior.
- Recognize a need (Suzan lost her sunglasses, needs new ones) (discrepancy
between actual state and desired state)
- Once a need has been activated, the inner tension (motivation) drives a consumer to
reduce or eliminate the need.
- Products/services produce desired end states & reduce tension
Types of needs:
- Biogenic needs (necessary to maintain life (drinking water))
- Psychogenic needs (culture related (need voor status/power))
- Utilitarian needs (to provide practical needs (filling gas tank))
- Hedonic needs (experiential need involving emotional responses or fantasies)
Consumer goals can be of positive value or negative value
- Pursuing a positive value = approach motivation
- Pursuing a negative value = avoidance motivation
Consumer involvement = the perceived personal relevance/interest attached to an object. 3
antecedents of involvement: (interaction between factors is likely to occur)
- Person factors = product category a person is interested in / expertise in product
category / important reason for purchase / brands that are related to your value
- Product factors = price, source of communication, content of communication
- Situational factors = related to use and purchase (purchase/use of products that
involve a lot of risk). The level of involvement increases when the financial or social
risk increases.
When you increase involvement, consumers will become more motivated.
❖ Explain the elaboration likelihood model and apply the model to explain
marketing actions.
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