Presentation
Lecture 7
- Course
- Institution
Presentation of 4 pages for the course Consumer behavior at HAN (Lecture Notes 7)
[Show more]
Seller
FollowConne
Reviews received
Content preview
Hoorcollege CB 7Belangrijk voor het tentamen:
Perception
Memory and retrieval,
lange en korte termijn geheugen
de zes principes van percuation
mere exposure, motivation, classical conditioning
De rest van het college:
Judgement en decision making based on high consumer effort
Judgement vs decision making
- How is judgement different from decision making?
o Judgement are evaluations or estimates regarding the likelihood that something will
happen. Judgement does not require the consumer to make a decision (choice).
- Are our judgements always in line with the decision we make?
o Example of judgement technique: anchoring and adjustment: starting with an initial
evaluation and adjusting it from there
High-effort decision making processes:
Some observations:
- A widely adopted assumption: consumers behave in a cognitive and rational manner
-
- High-effort thought-based decisions
o Types of decision processes
Compensatory vs non compensatory
A negative evaluation on one attribute can be compensated by a
positive evaluation on another attribute – or not
Brands vs attribute models
Evaluate one brand at a time …………..
o Compensatory brand processing models
Multi-attribute models (see tora model) each product is evaluated on the
different attributes, attributes may be weighed
E.g. job offers for you, you live in A’dam
o Compensatory attribute procecing models
Additive difference model: brands are compared by attribute, two brands at
a time.
o Non compensatort attribute processings models
1
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Conne. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.26. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
75323 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now