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MCB-20806 Knowledge Clips Summary
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This is a summary of the knowledge clips for the course MCB-20806.
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MCB-20806 Knowledge ClipsNicole Steffens
Knowledge clip lecture 2
Researchers disagree on whether an attitude is a stable evaluation of an object that is saved
in our memory, or whether an attitude is a temporary evaluation that is made at the time
when a consumer needs to make an evaluation
Researchers disagree on whether an attitude is made fully cognitively cause we’re critically
thinking about an object or made fully affectively, thus based on feeling.
There are two different perspectives on attitudes:
According to the functional perspective, attitudes are predisposed tendencies to respond to objects
in a favourable way. It sees attitudes as a stable evaluation of an object. It believes that attitudes
have a function. They serve consumers motivation and needs. It has a knowledge function, utilitarian
function. Also attitudes can help us express expressive function. Lastly, it has a protective function
which helps us protect from both internal and external threats.
The second perspective on attitude, is the constructive perspective. According to this perspective,
attitudes are temporary evaluations of an object, formed in the context of a decision problem. It is
also called the constructive perspective, because consumers can have specific goals. Consumers
don’t like to put in effort into forming an attitude. Salient object attributes, have a strong influence
on attitude. Furthermore, the constructive perspective says that an attitude depends on interactions
between the goals and aspects of the context. Is it easy or difficult? Etc. It is much related to juristic
processes.
Attitude: A summary evaluation of an object, captured in attribute dimensions (good –
bad, harmful – beneficial, pleasant – unpleasant.)
Knowledge clip lecture 3
Consumers who are happy or proud, have a higher likelihood to buy products or services. When they
experience pleasure like music or aroma, they tend to spend more time in the store, spend more
money and evaluate the service quality more positive. Negative emotions also affect decision
making. Regret results in dissatisfaction and is more likely to switch to another brand or company.
Consumers that experience anger have a higher likelihood to start complaining.
Emotions
Event or situation that occurs, which is interpreted in a certain way appraisal.
Based on an interpretation or appraisal, a certain emotion is experienced.
Based on these emotions, consumers might make decisions or behave in a certain way
Emotions are episodic experiences, because they arrive after certain experiences or a change in a
situation. Episodic experiences concern certain events/objects.
Emotions usually disappear when situations are dealt with. Therefore, emotions are short-lived
experiences with high intensity. They arise after cognitive appraisal, which is after the
interpretation.
The difference with moods, is that moods can take on much longer and do not have a clear cause,
event or object. They are also low in intensity.
What do consumers experience when they experience an emotion?
Emotions concern subjective feeling states, most of the time consumers are aware of this.
Sometimes they can even evaluate this.
, MCB-20806 Knowledge Clips
Nicole Steffens
Emotions concern physiological reactions. This means that emotions can include automatic
body reactions.
Facial and body expressions may occur, like smiling, frowning etc.
Studying emotions
Dimensional approach:
States that emotions can be separated under basis of their valence (pleasant/unpleasant)
and intensity (arousal).
The dimensional approach is not very well able to explain why emotions with the same
valence and arousal have different effect on consumer decision making.
Cognitive appraisal dimensions approach:
Emotions are studied based on their unique combinations of appraisal dimensions. 4-6
dimensions, valence, arousal, certainty, power and agency.
Combines all dimensions and then studies its influences on consumer decision making.
Specific emotions approach:
Presumes that consumers have so many unique emotions, because every emotion has a specific
function. Whenever a problem arises is felt that fits with the problem and helps with the specific
actions that help to solve a problem.
Extra information from the lecture;
The aim of the cognitive appraisal approach is to predict 1) what emotions should be elicited in a given context,
and 2) how evoked emotions affect behaviour, on the basis of a limited number of cognitive appraisal
dimensions. In contrast, the specific emotions approach focuses on the causes and consequences of emotions
based on the idea that every emotion has a specific (unique) function, and thus that every emotion should be
studied separately.
Knowledge clip lecture 4
Motivation is the psychological process that proceeds and drives human behaviour.
Motivation consists of two components:
Need – direction of the motivation,
Drive – intensity, how strongly we feel to have to fulfil the need.
Consumer needs are the basis of their behaviour and thus also of marketing.
Unfulfilled needs create a state of discomfort in the body. Consumers therefore feel a tension. The
strength of the tension is called the drive. Not all the needs will lead to consumer behaviour, only
when it reaches a certain threshold. Need fulfilment leads to tension reduction.
What causes unfulfilled needs?
Most theories agree that consumer needs come from consumer goals. Goals are desirable end states
that consumers want to achieve. Or, undesirable end states that consumer want to avoid. Consumers
have multiple goals in their lives, but they don’t need to be fulfilled all the time. Some come in a
certain point in time. You could say that a need is an activated goal that has not been reached yet.
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