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Consumber Behaviour - 6314M0159Y Knowledge Clips Summary
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  • Course
  • Consumer Behaviour
  • Institution
  • Universiteit Van Amsterdam (UvA)

This is a summary of all the knowledge clips for each week. It is very detailed, and it included screenshot of each slide including a direct transcript of what the teacher said underneath each slide. It includes a summary of each explained article and its main takeaways and implications.

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Document information

  • June 7, 2022
  • 103
  • 2021/2022
  • Summary

Subjects

  • knowledge clips
  • business administration
  • consumer behaviour
  • digital marketing
  • mba
  • university of amsterdam
  • uva

Written for

  • Universiteit van Amsterdam (UvA)
  • Business Administration Master
  • Consumer Behaviour
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Consumer behavior - 6314M0159Y
In- depth summary (transcription) of each weekly knowledge clip.



Week 1: Knowledge Clip 1: Introduction:
Consumer Behavior: reflects the totality of consumers' decisions with respect to acquisition, consumption,
dispositions of good services, activity experience, people, and ideas by human decision-making units over
time.
Consumer behavior is the totality of the decision if, what, why how, of an offering, from material and non
material point of view by decision-making units such as influencers, government etc over time.
A decision that people make as the role of consumers

,Consumer behavior - 6314M0159Y
In- depth summary (transcription) of each weekly knowledge clip.



Knowledge Clip 2: The psychological Core




As consumers, we are influenced by a specific stimulus and this leads to a specific response, from the
stimulus to the response the theory of marketing can help us explain why when we are exposed to the
specific stimulus we have a specific response.

,Consumer behavior - 6314M0159Y
In- depth summary (transcription) of each weekly knowledge clip.
We look at the senses- perception- memory- intention- and action. In all these stage attention also plays a
role, we will look at senses, perception, and memory




Senses:
We know that we have 5 senses and these senses also interact to help us perceive the environment. Most
importantly our sensorial capacity and ability are engraved in our brain,

, Consumer behavior - 6314M0159Y
In- depth summary (transcription) of each weekly knowledge clip.
We have the sensory cortex which is associated with the body when all our tactile information is
elaborated.
In the Occipital lobe, all the visual information and visual cortex are physically elaborated and these are
the visual association area. The motor cortex is linked to movement and is associated with the somatic
motor area and the part of the area that perceives movement.
The gustatory cortex and the olfactory cortex developed a long long time ago and the auditory cortex is
where all the info concerning auditory cues is elaborated.




Sensory marketing is also known as sensory advertising is the way to appeal to all 5 senses of your
audience using sensory appeal focuses on creating content that uses the senses of sight touch sound smell
and taste.

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