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Samenvatting Consumer psychology - Universiteit van Antwerpen
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1Consumer psychology
Inhoudsopgave
1. Introduction ......................................................................................................................................................................4
1.1. What comes to your mind? ............................................................................................................................................4
1.2. Consumer information processing .................................................................................................................................4
1.3. Mere exposure effect.....................................................................................................................................................4
1.4. Persuasion heuristics .....................................................................................................................................................5
1.5. For Communication Scientists ........................................................................................................................................5
1.6. Consumer psychology course .........................................................................................................................................5
1.7. Evaluation .....................................................................................................................................................................5
1.8. Paper assignment ..........................................................................................................................................................5
2. Processing and attitudes....................................................................................................................................................7
2.1. Introduction ..................................................................................................................................................................7
2.1.1. Motivation .................................................................................................................................................................7
2.1.2. Affect .........................................................................................................................................................................7
2.1.3. Persuasion, attitudes, social influence........................................................................................................................7
2.1.4. Individual differences.................................................................................................................................................7
2.2. Consumer information processing .................................................................................................................................9
2.2.1. Attitude: origin (history) ............................................................................................................................................9
2.2.2. Attitude: definitions ................................................................................................................................................. 10
2.2.3. Attitude formation ................................................................................................................................................... 10
2.2.4. Attitude-belief-model .............................................................................................................................................. 10
2.2.5. Theory of Reasoned Action ...................................................................................................................................... 10
2.2.6. Attitude-behavior-link ............................................................................................................................................. 11
2.2.7. Dual process models ................................................................................................................................................ 11
2.3. Paper Petty, Cacioppo, Schumann................................................................................................................................ 12
2.3.1. Involvement............................................................................................................................................................. 12
2.3.2. Independent measures ............................................................................................................................................ 12
2.3.3. Method .................................................................................................................................................................... 13
2.3.4. Results ..................................................................................................................................................................... 13
, 2
2.3.5. Conclusions .............................................................................................................................................................. 14
2.4. Paper Gorn .................................................................................................................................................................. 14
2.5. Experiment 1 ............................................................................................................................................................... 15
2.6. Experiment 2 ............................................................................................................................................................... 15
2.6.1. Results ..................................................................................................................................................................... 16
2.7. Discussion .................................................................................................................................................................... 16
2.8. Attitude measurement ................................................................................................................................................ 16
2.9. Explicit and implicit attitudes ....................................................................................................................................... 17
2.10. Measuring implicit attitudes .................................................................................................................................... 18
3. Emotions ......................................................................................................................................................................... 19
3.1. Applied to consumers/advertising ............................................................................................................................... 19
3.2. Emotion: definition and components ........................................................................................................................... 19
3.3. Emotions: related concepts.......................................................................................................................................... 19
3.4. Different types of emotions ......................................................................................................................................... 20
3.5. Different Research traditions ....................................................................................................................................... 21
3.6. Paper Fransen et al. ..................................................................................................................................................... 23
3.7. Different research tradition ......................................................................................................................................... 23
3.8. Measuring emotions .................................................................................................................................................... 23
3.9. Conclusion Emotions.................................................................................................................................................... 26
3.10. Research emotion types ........................................................................................................................................... 26
3.11. Pleasure to play, arousal to stay (study) ................................................................................................................... 26
3.11.1. Setup ................................................................................................................................................................... 26
3.11.2. Results ................................................................................................................................................................. 27
3.11.3. Conclusion............................................................................................................................................................ 28
4. Hope and self-regulatory goals applied to and advertising context .................................................................................. 29
4.1. Hope in CB ................................................................................................................................................................... 29
4.2. Hope in advertising ...................................................................................................................................................... 29
4.3. Hope and goals ............................................................................................................................................................ 29
4.4. Hope and regulatory focus theory ................................................................................................................................ 29
4.5. Hope and behavior ...................................................................................................................................................... 29
4.6. Hope – regulatory focus ............................................................................................................................................... 30
, 3
4.7. Study 1 ........................................................................................................................................................................ 30
4.8. Study 2: Vitamin Complex ............................................................................................................................................ 30
4.9. Study 3: Cell phone provider ........................................................................................................................................ 32
5. Gastles Simone: communication science x behavior change ............................................................................................ 40
6. Evolutionary psychology (EP): sex differences.................................................................................................................. 41
6.1. Introduction ................................................................................................................................................................ 41
6.2. Sexual and natural selection ........................................................................................................................................ 41
6.3. But why do individuals prefer traits that handicap its bearer? ..................................................................................... 41
6.4. Human mating strategies (Buss & Schmitt, 1993) ......................................................................................................... 42
6.5. What women desire and the influence of their biology ................................................................................................ 42
6.6. Detection of earning capacity ...................................................................................................................................... 44
6.7. What men desire And the influence of their biology .................................................................................................... 45
6.8. Darwinist Feminism ..................................................................................................................................................... 47
6.9. Studying sex differences in consumer behavior ............................................................................................................ 48
6.10. Sex differences:........................................................................................................................................................ 50
6.10.1. Article mating cues ............................................................................................................................................... 50
6.10.2. Article women’s attention .................................................................................................................................... 51
6.10.3. Article menstrual cycle ......................................................................................................................................... 51
7. Cognitive processes ......................................................................................................................................................... 53
7.1. Back to theory of attention .......................................................................................................................................... 57
7.2. Predictive coding ......................................................................................................................................................... 59
7.3. Results ......................................................................................................................................................................... 64
7.4. Suggested serving sizes ................................................................................................................................................ 65
7.5. Context effect .............................................................................................................................................................. 65
8. Rationality ....................................................................................................................................................................... 66
8.1. St. Petersburg paradox ................................................................................................................................................ 66
8.2. Raven paradox ............................................................................................................................................................. 67
8.3. Rationality ................................................................................................................................................................... 67
9. Effort heuristic................................................................................................................................................................. 74
9.1. Definition .................................................................................................................................................................... 76
, 4
1. Introduction
1.1. What comes to your mind?
• All behaviors that relate to people as consumers
• What makes them like/choose/buy: Emotions – biases – rational behavior - Choice processes - Situational influences –
individual differences (gender, personality)
• Psychological methods (experiments), focus on (underlying) processes of attitudes & behavior (and individual differences
or other moderators)
• Sub-division of the American Psychological Association (division 23)
• Related disciplines (Media psychology, Social psychology, Environmental psychology)
• Society for Consumer Research
• Website: http://www.myscp.org/
1.2. Consumer information processing
• How do they process (consumer-related) stimuli?
• Information overload (home, media, shops, other ppl)
• How does this affect their attitudes, intentions and behavior?
1.3. Mere exposure effect
- Zajonc: preferences need no inferences; it can happen automatically à it can happen without you knowing it
- Showed Chinese signs: The signs of Chinese can’t tell you anything if you don’t understand à tachistoscopy (= it can
show you things on a screen in a few mili-seconds so you can’t actually see it consciously)
- The more people see your logo à the more people will like it
- Repeated exposure leads to likinh
- Janiszewski: ads in the newspapers are just there à if they are reading articles and they see ads in an unconscious way,
the ads that were there afterwards are being liked more (incidental processing)
Cognitive resources are limited!
Þ Mental muscle
Þ Depletion of the brain à your brain gets tired à you have no full capacity anymore to make decisions
Þ In the evening after a day full of physical actions à you can be depleted
Þ Mental shortcuts!
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