This is a book summary of the course Consumer Behavior. I only summarized the Kardes chapters and not the Gravetter chapters as they were not part of the exam. The teacher excluded some chapters of the book, which are addressed at the beginning of the summary. Therefore, the summary only includes e...
1,4,
6 NIET:
Habit Theory (p. 158-160)
Cognitive Neuroscience (p. 161-162)
7 NIET:
Attitude Function Theory (p. 173-176)
Emotion (p. 181-187)
8 NIET:
The Inclusion/Exclusion Model (p. 198-200)
Information Integration Theory (p. 204-205)
The Message-Learning Approach to Persuasion (p. 209-214)
9 NIET:
Objective 1 (p. 226-233)
Objective 5 (p. 246-253)
10 NIET:
Choice Heuristics (p. 284-287)
11 NIET:
General Evaluability Theory (p. 310-312)
12 NIET
full chapter (p. 322-354)
CHAPTER 1
Mental responses can be evaluative, involving making a judgment that assigns value to
something. They can also be non-evaluative, involving thinking about something without
making a value judgment. Cognitive responses can be very specific and refer to one brand or
even one attribute of that brand; they can also be very broad and deal with entire categories
of products.
Behavioral responses include a consumer’s overt decisions and actions during the
purchase, use, and disposal activities identified earlier
Public policy is the establishment of laws and regulations that govern business
practices in order to protect consumers.
Customer perceived value “is the consumer’s overall assessment of the utility of a
product based on perceptions of what is received and what is given.”8 In other words, it is
the estimated net gain customers receive from their sacrifice of time, money, and effort
expended to purchase, use, and dispose of a product or service (i.e., benefits versus costs).
Customer delight goes a step beyond customer perceived value, suggesting
customer benefits that not only meet, but also exceed expectations in unanticipated ways.
Identifying and satisfying consumers’ latent demand is critical to providing customer
delight.
Evaluative = with judgement
Three prominent approaches to study consumer behavior:
, 1. Motivation research
2. Behavioral science
3. Interpretivism.
Consumer insight is a deep, profound knowledge of the consumer that comes from
integrating traditional marketing research tools with consumer behavior theories.
There are three main types of research design: exploratory, descriptive, and causal
research.
Exploratory
Groupthink is the tendency for groups to make poor quality decisions for the sake of
unanimity (beïnvloed worden door de groep).
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