Full summary of the 'Consumer Behavior' course:
- all slides + lots of own notes of the lesson
- very structured, explained in full sentences with own examples.
When you study this, you know everything! (I had a 19/20 in this field myself)
CB1: Intro: That is consumer behavior?................................................................................................................4
CB 2: Motivation, Ability, and Opportunity...........................................................................................................5
Motivation.........................................................................................................................................................5
Motivation: effects............................................................................................................................................5
Motivation: drivers............................................................................................................................................5
Personal relevance........................................................................................................................................5
Values............................................................................................................................................................6
Needs.............................................................................................................................................................6
Involvement...................................................................................................................................................7
Goals..............................................................................................................................................................7
Inconsistency with Attitudes.........................................................................................................................9
Summary of Motivation....................................................................................................................................9
Ability and Opportunity.....................................................................................................................................9
Ability: Resources..........................................................................................................................................9
Ability: Cognitive Resources........................................................................................................................10
Ability: Emotional Resources.......................................................................................................................10
Opportunity.................................................................................................................................................10
Paper: Concepts..............................................................................................................................................11
CB3: Exposure to Comprehension.......................................................................................................................12
Information Processing...................................................................................................................................12
Exposure and Marketing Stimuli.....................................................................................................................12
Factors that Influence Exposure..................................................................................................................12
Selective Exposure.......................................................................................................................................12
Attention..........................................................................................................................................................12
Characteristics of Attention.........................................................................................................................13
Non-focal Attention.....................................................................................................................................13
Focal Attention............................................................................................................................................13
Personally Relevant Stimuli.....................................................................................................................13
Pleasant Stimuli.......................................................................................................................................13
Surprising Stimuli.....................................................................................................................................14
Easy-to-process Stimuli...........................................................................................................................14
Habituation..................................................................................................................................................14
Group Activity..................................................................................................................................................14
Perception.......................................................................................................................................................15
Perceiving via Vision....................................................................................................................................15
Perceiving via Hearing.................................................................................................................................15
Perceiving via Taste.....................................................................................................................................15
Perceiving via Smell.....................................................................................................................................15
Perceiving via Touch....................................................................................................................................15
When Do We Perceive Stimuli?...................................................................................................................16
How Do We Perceive Stimuli?.....................................................................................................................16
Comprehension and Consumer Behavior.......................................................................................................16
Facilitating Message Comprehension.........................................................................................................16
Consumer Inferences..................................................................................................................................17
,2
Product Features & Packaging....................................................................................................................17
Price & Retail Characteristics......................................................................................................................17
CB4: Memory and Knowledge.............................................................................................................................17
Memory Types.................................................................................................................................................17
Memory Types: Sensory Memory...............................................................................................................18
Memory Types: Working Memory..............................................................................................................18
Memory Types: Long-term Memory...........................................................................................................18
Memory Types: Explicit & Implicit Memory................................................................................................18
Knowledge Content & Structure.....................................................................................................................18
Knowledge Categories: Graded Structure...................................................................................................21
Knowledge Categories: Prototypicality.......................................................................................................21
Knowledge Categories: Hierarchical...........................................................................................................21
Knowledge Categories: Correlated Associations........................................................................................21
Goal-derived Categories..............................................................................................................................22
Consumers Differ in Content & Structure...................................................................................................22
Memory & Retrieval........................................................................................................................................22
Retrieval Failures.........................................................................................................................................22
Enhancing Retrieval.....................................................................................................................................22
Characteristics of the Stimulus....................................................................................................................23
What Stimulus is Linked to..........................................................................................................................23
Berger & Fitzsimons (2008).............................................................................................................................23
CB5: Attitudes & Persuasion...............................................................................................................................24
What are Attitudes?........................................................................................................................................24
Function of Attitudes...................................................................................................................................24
Characteristics/ Dimensions of Attitudes....................................................................................................24
Affective Foundations of Attitudes.............................................................................................................24
Cognitive Foundations of Attitudes.............................................................................................................25
Cognitive Foundations: Analytical Construction of Attitudes.................................................................25
How Cognitively-based Attitudes are Influenced....................................................................................26
Changing Attitudes: MAO................................................................................................................................27
When Do Attitudes Predict Behavior?............................................................................................................27
Karmarker & Tormala (2010)..........................................................................................................................27
CB6: Judgment & Decision Making.....................................................................................................................28
Judgment vs. Decisions...................................................................................................................................28
Types of Judgment..........................................................................................................................................28
Influential Factors on JDM: Heuristics.........................................................................................................29
Influential Factors on JDM: Biases..............................................................................................................29
Influential Factors on JDM: Prospect Theory..............................................................................................29
Influential Factors on JDM: Decision Biases................................................................................................30
Making Decisions.............................................................................................................................................30
Making Decisions: Thought-based Decisions..............................................................................................30
Making Decisions: Feeling-based Decisions................................................................................................31
Consumer Learning.........................................................................................................................................32
Low-effort JDM Processes...............................................................................................................................32
Low-effort JDM Processes: Brand Loyalty & Familiarity.............................................................................33
Low-effort JDM Processes: Price.................................................................................................................33
CB 7: Post-decision Processes.............................................................................................................................33
Satisfaction and Dissatisfaction.......................................................................................................................34
Importance of Customer Satisfaction.........................................................................................................34
Expectations: The Disconfirmation Paradigm.............................................................................................34
Theories of Consumer Satisfaction.............................................................................................................35
Theories of Customer Satisfaction..............................................................................................................35
Responses to Dissatisfaction.......................................................................................................................35
Is Customer Satisfaction Enough?...............................................................................................................36
Post-decision Dissonance and Regret.............................................................................................................36
Disposition...................................................................................................................................................37
Disposition: Recycling..................................................................................................................................37
Trudel & Argo (2013).......................................................................................................................................38
Trudel & Argo (2013): Study 3.....................................................................................................................38
CB8: Social Influences on Consumer Behavior....................................................................................................38
Sources of Influence........................................................................................................................................38
Sources of Influence: Opinion Leaders........................................................................................................39
Sources of Influence: Reference Groups.....................................................................................................39
Social Influence: Reference Groups........................................................................................................40
Sources of Influence: Social Media Influencers..........................................................................................40
Types of Influence...........................................................................................................................................41
Types of Influence: Normative Influence....................................................................................................41
Strength of Normative Influence.............................................................................................................42
Normative Influence: Marketing Implications........................................................................................42
Types of Influence: Informational Influence...............................................................................................43
CB11: Symbolic Consumer Behavior...................................................................................................................55
Symbolic Consumption....................................................................................................................................55
Sources and Functions of Symbols..............................................................................................................56
Symbols: Emblematic Function...................................................................................................................57
Symbols: Role Acquisition Function............................................................................................................57
Symbols: Other Functions...........................................................................................................................58
Special Possessions and Brands......................................................................................................................58
Special Possessions and Brands: Money.....................................................................................................58
Special Possessions and Brands: Types.......................................................................................................58
Special Brand and Possessions: Characteristics..........................................................................................58
Special Possessions and Brands: Why Special?...........................................................................................59
Special Brands and Possessions: Blockchain...............................................................................................59
Special Possessions and Brands: Rituals.....................................................................................................59
Sacred Meanings.............................................................................................................................................59
Transfer of Symbolic Meaning via Gift Giving.................................................................................................60
Ward & Broniarczyk (2016).............................................................................................................................60
CB12: Ethics & Social Responsibility....................................................................................................................61
Dilemmas: In Search of Balance......................................................................................................................61
Marketing, Consumer Ethics & Deviant Behavior...........................................................................................62
Acquisition Controversies............................................................................................................................62
Gino & Ariely (2012)................................................................................................................................63
Acquisition Controversies............................................................................................................................64
Consumption Controversies........................................................................................................................64
Disposition Controversies............................................................................................................................65
Role of Social Responsibility............................................................................................................................65
How Consumers Resist Marketing Practices...................................................................................................66
Consumer Behavior
CB1: Intro: That is consumer behavior?
Exchange between firm and consumer mostly seen from firm perception
The acquisition, consumption and disposition of goods, services, activities, experiences, and ideas by (human)
decision-making units
• Daily
• Consciously & unconsciously
• Rationally & emotionally
• Influenced by advertising, social media, friends/family, celebrity, sport and marketing communications
Behaviorist Approach Cognitivist Approach
The study of how consumers respond to external The study of the mechanisms underlying consumer
stimuli judgment and decision making
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