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Samenvatting Consumer Behaviour
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Detailed summary of Chapter 1-9 + 11 of the book 'Consumer Behaviour'.
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InhoudsopgaveChapter 1 + 2................................................................................................................................................. 3
Stages of consumption history.............................................................................................................................3
Revolution of shopping:........................................................................................................................................3
Motivational research:.........................................................................................................................................3
Experience marketing...........................................................................................................................................4
Chapter 3....................................................................................................................................................... 6
Information search...............................................................................................................................................6
Types involvement................................................................................................................................................7
Chapter 4....................................................................................................................................................... 8
Behavioral learning..............................................................................................................................................8
Memory................................................................................................................................................................9
Organization of the long-term memory.............................................................................................................10
Aiding memory...................................................................................................................................................10
Chapter 5..................................................................................................................................................... 11
Perceptual process.............................................................................................................................................11
Selective exposure..............................................................................................................................................11
Sensory stimuli...................................................................................................................................................11
Chapter 6..................................................................................................................................................... 13
The main components of attitudes....................................................................................................................13
Hierarchy of effects............................................................................................................................................13
The main approaches to attitude theory...........................................................................................................14
Theory of planned behavior...............................................................................................................................15
(Non-)compensatory model of attitudes............................................................................................................15
Attitude and behavioral change.........................................................................................................................16
How do marketing professionals use these models?.........................................................................................16
How to influence attitudes and behavior?.........................................................................................................16
Chapter 7..................................................................................................................................................... 17
Psychological perspectives on self.....................................................................................................................17
Brand personality...............................................................................................................................................18
Multiplicity of self...............................................................................................................................................18
Motivation..........................................................................................................................................................19
Motivational conflict..........................................................................................................................................20
Maslow’s Hierarchy of Needs.............................................................................................................................20
Chapter 8..................................................................................................................................................... 21
1
, Mechanical of reference group influence..........................................................................................................21
Social power and reference groups....................................................................................................................21
Opinion leaders and opinion seekers.................................................................................................................22
Chapter 9..................................................................................................................................................... 23
Defining culture..................................................................................................................................................23
Regional ethical religional subculture................................................................................................................25
Consumption-based subcultures........................................................................................................................25
Chapter 11................................................................................................................................................... 26
Technology.........................................................................................................................................................26
Sustainable worlds, sustainable consumption...................................................................................................26
2
, Chapter 1 + 2
Decision making:
An adult makes around 35.000 remotely conscious decisions a day. Think of; what do I eat,
when do I eat, where do I eat, etc.
Stages of consumption history
1. Subsistence level consumption
2. Sharing and bartering
3. Exchanging goods for money
4. Commercialization of goods – buying from shops
5. Growth of trade across borders, leading to globalization
Value perception = the ‘fit’ between product and customer needs & wants.
Exchange value: what the value of a good is to the customer and therefore what it could be
exchanged for -> usually it’s price.
Use value: the value of a good to the customer in terms of the usefulness it provides
Symbolic value: the symbolic meaning customers attach to goods to construct and
participate in the social world.
Revolution of shopping:
- We used to go to the barter (ruilhandel) to corner shops, to malls, to catalogues.
Today we shop from our laptops, tablets and mobile phones.
- Individual service was replaced by self service.
- The shopping trolley affects how and what we buy.
- Technology impacts forms of shopping, for example fresh food vending machines.
Motivational research:
- Developed from Freud’s view that behavior was often determined by irrational and
unconscious motives and by socialized inhibitions.
- Freudian motivation theory posits that unconscious psychological forces, such as
hidden desires and motives, shape an individual’s behavior, like their purchasing
patterns.
Example: A salesperson trying to get a consumer to purchase furniture, may ask if this is the
first home that the consumer has lived in on their own. If the consumer indicates yes, this
may prompt the salesperson to mention how the furniture is warm or comfortable,
triggering a feeling of safety.
Also, Ernst Dichter (American psychologist / father of motivational research recognized:
- The role of emotions in our choice decisions;
- And that these decisions could not necessarily be analyzed or explained from a purely
rational viewpoint.
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