Summary of the book consumer behaviour a european perspective. Complete summary for the first year students of the NHTV. chapter 1, 4, 6, 8, 9, 10 and 13, together with the lectures. Both useful for the english course international tourism management and the dutch/ nederlandse opleiding toerisme ma...
, Weighing up the alternatives in a decision making process exist out of 3 sets: evoked sets which exits
out of products already in memory and in the familiar environment . besides that you have the inert
set and the inept set.
Hybrid product: two products in one
A big things in the decision making process is that we put products in categories we already know.
Superordinate category: like fruit
Subordinate category: in brands
Positioning: is making the product something else then it was intended to be, e.g. orange juice used
to be a breakfast juice but now an all-day juice.
Determinant attributes: are the features that separate a product from the other ones’
The decision making process in which a consumer under goes the cognitive stage is called procedural
learning.
you have two types of rules: compensatory and non-compensatory. Non-compensatory when a
product is low in one attribute and the other attributes cant composite that. Lexicographic rule is
when you select on brand. And then you have the elimination-by-aspects rule is evaluation on the
one most important attribute. And the conjunctive rule choose a brand on the amount of cut offs.
Compensatory decision rules allows to balance out the bad and the good.
Neuromarketing: uses brain measurements to see consumer behaviour.
Feature creep/fatigue: overload of features that makes the customer journey even more complicated.
Steps in the decision making process:
- Problem recognition
- Information search
- Weighing out the alternatives
- Purchase
- Evaluation
Ways of showing dissatisfaction with a product are:
Habitual decision making: decisions made with barely any conscious effort
Purchase momentum: instead of satisfied by the purchase and cancelling out problem recognition
the need for more occurs.
There is a difference between brand loyalty (apple) and inertia (just throwing it in the shopping cart).
Psychology of loss aversion: we emphasize our loses more than our gains.
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