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Short summary - MCB 20806
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Verkorte samenvatting Principles of consumer scienceMarketing approach
Marketing = creating value for customers
Relation of learning to marketing
People learn to make associations in their mind. Can also be associations with brands,
products and services.
Can also be a change in behaviour, knowledge, or thinking skills that occurs trough studying,
practicing or experiencing.
Theories about learning and marketing:
Behaviourist model: Stimulus, then black box (not knowing what goes on in the mind of
customers) then response behaviour.
o Classic condition: learning that occurs when a neutral stimulus becomes associated
with a stimulus that naturally produces a behaviour. (dog is enthusiastic by seeing
feeders, without being fed)
o Operant condition: learning occurs trough the process of reinforcing an appropriate
voluntary response to a stimulus in the environment. Consequences that follow any
given behaviour could either increase or decrease that behaviour
Cognitive model: can study internal behaviour: input, mediational process (mental event),
response behaviour
o Observational: the process of learning by watching the behaviour of others.
o Incidental: unplanned and unintended. Develops while engaging in a task or activity
(learning a new word while reading a book)
o Unconditioned: unconditionally, naturally, and automatically triggering a response
(feeling hunger in response to smelling food)
Using memory in consumer situations
Memory has effect on:
How much info to collect: knowing you only have to look at the price
Which brands to search for
What features to examine: back of the ingredients or not?
These 3 lead to purchase decision
Goals
Goals: things that people want to reach in their lives, desired (end)-states
- Learning goal: mastering a skill/knowledge
o Influences variety seeking: consumers are more open to products when they are
learning a new skill
- Performance goal: passing the course
Goals (depend on situation) -> (Emotions ->) Attitudes
Process when people have a goal:
- Goal setting, theories:
o Expectancy-value: goal setting consists of 2 elements
Feasibility: how easy or difficult will it be to reach the goal?
Desirability (value): how much do you want it?
Both depend on situational and personal aspects
, o Fantasy realization theory: If you fantasize, it becomes a goal. The harder you
fantasize, the bigger the goal
o Goal systems theory: goals and ways (means) to achieve them
Bottom up priming: concert tickets (means) lead to the goal to have fun / be
prosocial. Means are low, goals are high
Top-down priming: you want to be prosocial and have fun, cross the tickets
and think: this is the way to achieve it
Goal shielding: tickets lead to prosocial, but have a negative effect on getting
your uni degree
Multiple means can lead to a goal, but one mean can also lead to multiple
goals
Marketing: show that you product is a mean for reaching goals
- Goal striving: trying to achieve the goal. Theories (also about attainment):
o Rubicon model of action phases: 4 phases, after each phase, point of no return
Pre-decision phase: review pros and cons. Examines the expected results and
achievability
Post-decision phase: decision has been made, planning implementation
Action phase: Goal has almost been reached
Post-action phase: results are evaluated
Added: implementation intentions. Specify how to reach the goal. If X occurs,
I will do Y
Daton & Spiller: the more goals, the less achieved by people who use
implementation intentions. They realize it is not doable after having
planned everything. People without i.i. try to reach everything
- Outcome
o Goal attainment: achieved the goal
o Goal disengagement: Consumer tries multiple times, but finds out that it’s not
working
o Goal re-engagement: they set a new goal after goal engagement
Attitudes
Attitude: A person’s evaluation of an object (favourable/non-favourable)
- Attitudes influences consumer behaviour towards existing and new products
Perspectives on attitudes
- Functional perspective: Form attitude, store it in your memory and use it when you
encounter the product. Stable.
- Constructive perspective: We’re not storing anything in our memory, we develop an attitude
on the spot. In te next situation, we develop a new one. Temporary, depends on
context/situation.
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Functions of attitudes (functional perspective)
- Ego-defensive: consumer have attitude to protect their self-images. Attitudes to decide
which products support the self-image
- Utilitarian: product gives you a reward or avoids a punishment
- Value-expressive: expressing the things you value most by buying a product
- Knowledge: helps consumers to form an accurate view of the world
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