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Book summary consumer behaviour
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Hoofdstuk 11: consumer decision makingConsumer decision process
Stap 1: problem recognition
Problem recognition = the consumer’s realization of the gap between his/her current state and the
desired state
2 causes:
- Internal stimuli: perceived states of discomfort arising from something inside you
- External stimuli: sources of information you see outside
Problem stimulus: one in which the problem itself is the source of information (bv.
vieze was zien)
Solution stimulus: the information emanating from a solution itself (bv. nieuwe jurk
zien laat ons opens bedenken dat dat kopen handig zou zijn voor aankomend feest)
For problem recognition there are four avenues:
- stock depletion = wanneer je product op is
- life stage changes = wanneer je bijvoorbeeld student wordt heb je nieuwe behoeftes (laptop?)
- developing new taste
- Encounter with new technology/new products
Step 2: information search
Zoekt informatie eerst over alternatieven die aanwezig zijn en daarna over de features van deze
alternatieven
Internal search: gaat af op je eigen kennis (welke merken heb je de vorige keer gekocht, etc)
External search: gaat op zoek naar info in market communications, media, and other
consumers
Awareness set = al de merken die je kent
Evoked set = alle merken die je weet te herinneren op het moment dat je een beslissing moet maken
Inert set = de merken die je je niet herineert op moment dat je een beslissing moet maken
Inept set = de merken die je wel weet te herinneren maar niet suitable zijn voor deze keer
Consideration set = set van merken die je overweegt te kopen
Search strategy = the pattern of information acquisition that consumers utilize to solve their decision
problem:
- Systematic information search: organized pattern, directed at answering specific questions
- Heuristic search: rules of thumb quick inference (bv. technologische termen dan vast
superior product), brand name, past experience, recommendation
Welke zoekstyle je gebruikt hangt af van:
- Cognitive style = consumers mindset
- Problem complexity = how simple the apparent solutions appear at the beginning of the search
Problem complexity kan je verdelen in:
- Routine problems = heb je al vaak opgelost
- Extended problems = risks of wrong choice are high
- Limited problems = risks are moderate and product/service is not overly complex
Extend of information search depending on:
- Perceived risk
- Involvement
- Familiarity & expertise
, - Consumers’ shopping style
- Time pressure
Step 3: alternative evaluation
Je hebt twee dingen nodig:
- Evaluation criteria = standards against which consumers evaluate products
- Judgment models = procedures and rules consumers use so as to consider various product
attributes to arrive at their product choices
Phased decision strategy: maakt eerst de set van alternatieven kleiner (=alternative elimination
stage) om ze daarna verder te kunnen vergelijken (=alternative selection stage)
Step 4: purchase
Geen belangrijk informatie geoemd
Step 5: post-purchase
Geen belangrijke informatie genoemd
Hoofdstuk 4: consumer learning, memory, and nostalgia
Learning = acquiring a response to a stimulus
Response kan behavioral of mental zijn
The purpose of all human learning is to acquire a potential for future adaptive bahvior
4 soorten learning:
Classical conditioning modeling
Consumer
learning
Instrumental Cognitive learning
conditioning
- Classical conditioning (hond + eten&bel)
Unconditioned stimulus = stimulus to which the consumer already has a pre-existing
response (eten zorgt sowieso voor reactive = unconditioned)
Conditioned stimulus = a new condition response (bel had eerst geen waarde/reactie,
maar nu wel)
- Instrumental learning (duif in een kooitje met schok)
= wanneer iemand gedrag leert doordat het rewarding is dus gedrag is instrument voor belonging
Extrinsic reward = extern van het product (bv. coupons)
Intrinsic = beloning die ingebouwd zit in het product
- Modeling
= learning by observing others
- Cognitive learning (je studie)
= learning by acquiring new information from written or oral communication, 2 levels:
Rote memorization: we herhalen informatie totdat deze in ons lange termijn geheugen
zit
Problem solving: we zijn actief bezig met het verwerken van informatie om
judgements te kunnen maken
, Kan ook het onderscheid maken tussen:
Low-involvement learning: wanneer het wel relevant is, maar er niet veel “at stake” is
(bv. tandpasta)
High-involvement learning: wanneer het wel zeer belangrijk is en er veel “at stake” is
(bv. een auto kopen)
Stimulus generalization = a process wherein a consumer extends a learned response for one stimulus
to other similar but unidentical stimuli (als je je hand gebrand hebt aan een gele lamp, zal je ook van
een rode lamp afblijven) dus een shortcut
Stimulus discrimination = a process wherein a consumer perceives two stimuli as different so that the
response learned for one stimulus is not repeated for the other
Memory = a place in the human brain where information is processed and stored, 3 delen:
- Sensory memory: hiermee houden we informatie kort in leven
- Short term memory: als we besluiten attentie te geven aan de sensatie komen we in de STM.
Deze houdt en verwerkt de informatie voor het huidige moment
Kan dingen langer onthouden door deze te coderen of door ze te herhalen
- Long term memory: bewaart de informatie die we op het huidige moment niet nodig hebben
3 manieren om informatie vanuit de STM in de LTM te krijgen:
- Repetition kan actief zijn (steeds iets herhalen) of passief (steeds hetzelfde spotje zien)
Rehearsal = the process of repetition, when the consumer is the one actively doing the
repeating
- Mnemonics = memory devices that help us remember information through some nonsensical
associations (bijvoorbeeld onthouden dat je date graag liga als lunch eet omdat beide met een l
begin ezelsbruggetjes)
- Elaboration = the active processing of information in conjunction with other information
already in memory so as to identify meaning in the new information kapstok-effect
Associative network = a network of various concepts organized and stored in memory
Concept = a name or label given to any object or quality of an object, person, situation, or an idea
Alle kennis kan ingedeeld worden in twee soorten:
- Episodic knowledge = descriptions of events
- Semantic knowledge = information about objects and their properties
In je memory bestaat deze tweedeling du sook
- Semantic memories = memories of objects and their properties
- Episodic memories = memories of events
Twee mechanisms om informatie uit je LTM terug te halen:
- Recognition = identifying a stimulus as having been encountered before – retrieving info
based on exposure to a relevant external stimulus object
- Recall, 2 soorten:
Unaided recall = accessing information without any clues
Aided recall = accessing information with some clues
!! Spreading activation = the phenomenon where consciousness of one of the nodes suddenly activates
our consciousness of all the other nodes!!
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