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Lecture 7
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Presentation of 4 pages for the course Consumer behavior at HAN (Lecture Notes 7)
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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
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