Summary
Samenvatting Consumer Behavior
- Course
- Institution
Summary of Consumer Behavior provided in year 3.
[Show more]
Seller
Follow
LunaV1
Content preview
Hoofdstuk 1Conspicuous consumption
- As the purchasing of luxury items to publicly display wealth to enhance identity and/or
prestige (buying clothes you don’t wear or food you don’t consume)
Postmodern consumers
- Do not seek a unified theme but want to explore different and separate identities to match
the fragmenting markets and the proliferation of products
Exchange value
- Can be said to represent what the value of a good is to the consumer and therefore what it
could be exchanged for, usually price
Use value
- The value of a good to the consumer in terms of the usefulness it provides.
- When you don’t buy something because it is too expensive the exchange value is higher than
the use value for you
Experimental consumer
- Is the experience seeker e.g. are football came or concert
Consumer culture
1. Consumer identity projects
o How consumers seek to develop their identity through their consumption behavior
2. Market place cultures
o How consumers interact with the marketplace, how their particular consumption
needs are served by it, and how consumers become influencers and produces of
culture
3. Socio-historic patterning of consumption
o How the institutions and social structures in our lives influence consumption,
drawing on more sociological understandings of consumer lives.
4. Mass-mediates marketplace ideologies and consumer’s interpretive strategies
o How consumers make sense of marketing messages and develop responses to them
Contexts of decisions
- Placing emphasis on the environment within which consumption choices take place.
Automatic mode (uncontrolled)
- You are operating routinely with little effort and no feeling of voluntarily being in control.
- Smile when you see a baby, jump when you hear a scary sound
Reflective mode (controlled)
- You give effortful attention to a mental activity, and this often associated with considered
choice and concentration
- Choose which pasta is healthier in the supermarket
Choice architecture
- How the way a choice is presented influences the choice made
- Gaatjes in de pispot richt je gelijk op
Mental accounting
, - Is when individuals allocate assets into separate, non-transferable grouping to which they
may assign different levels of utility
- Voorbeeld verschillende bankrekeningen volwassenen (huidige, spaar en voor kinderen)
Loss aversion
- How we generally dislike losses more than we like gains of an equivalent
Norms
- Can be defined as informal rules that govern behavior
- Norms are cultural and social and may be rule-driven (not smoking in a pub, train, plane etc.)
- Social influence through information or peer pressure can impact norms
Hoofdstuk 2
Decision-making process
- Assumes that we seek to solve a problem or achieve a desired goal
- The level of involvement consumers has with a purchase is a key factor influencing the
decision-making process.
Involvement
- Is the perceived relevance of a purchase to the consumer
Active learning
- Involves the acquisition of knowledge before purchase and therefore extensive information
search
- Here we want to learn more about the brands we are considering buying because the
purchase decision is important high involvement
Passive learning
- Is the acquisition of knowledge without active learning watching tv
Evoked set
- Refers to all brands they are aware of which might meet their needs
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 LunaV1. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $4.78. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
56326 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now