Samenvatting - Consumer Behaviour (D0R13a) - prof Bart De Langhe
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Course
Consumer Behaviour (D0R13A)
Institution
Katholieke Universiteit Leuven (KU Leuven)
This summary of consumer behavior given by Bart De Langhe includes everything discussed from his lessons. This includes the powerpoint but also additional information that he has told. It's just over 60 pages long and doesn't contain any unnecessary information.
This summary of the Consumer Beha...
Famous people in champagnes.........................................................................................................6
study with wine, Plassman et al. (2008) ..............................................................................................6
Study with ice cream ........................................................................................................................6
Study with songs ..............................................................................................................................7
what is a good costumer? ............................................................................................................. 7
thinkin trap 1: what is the secret to success................................................................................... 8
Brand value ......................................................................................................................................8
HOW MUCH ARE BRAND WORTH? .................................................................................................8
WHY DO BRANDS HAVE VALUE? ....................................................................................................8
Are vaccines effective? ................................................................................................................... 15
Pfizer’s press release on November 9, 2020 .................................................................................. 15
Moderna’s press release on November 16, 2020 ........................................................................... 15
1
,CONSUMER BEHAVIOUR
2024 nobel in economics .............................................................................................................17
What can we learn from RCT’s on digital advertising platforms? ....................................................17
Divergent algorithmic targeting in ‘lift tests’ ...................................................................................... 18
Is the pink K ad more effective than the blue K ad? ............................................................................ 18
Is it possible to approximate true causal effects with non-experimental approaches? ........................ 19
What Is multi-attribute utility theory.............................................................................................19
Why should the rich get richer, and the poor get poorer? ................................................................... 20
The theory ...................................................................................................................................... 21
Multi-attribute utility ....................................................................................................................... 21
Multi-attribute view ..................................................................................................................... 21
conjoint analysis ......................................................................................................................... 22
More alternatives is better? ......................................................................................................... 22
Independence of alternatives ...................................................................................................... 23
3 alternatives .............................................................................................................................. 24
Should our professor buy travel cancellation insurance? ..............................................................26
nobel price of economics : kahneman ............................................................................................. 26
Prospect theory’s probability weighting function ...................................................................... 26
Its also emotional: availability heuristic...................................................................................... 27
Prospect theory of Kahneman (similar to bernouilli) ..................................................................... 28
Can we have a marshmallow? ......................................................................................................29
What do you want for DESSERT? ...................................................................................................... 29
What do you PREFER? .................................................................................................................... 29
RIchard H. THALER: nobel price winner economics .......................................................................... 30
Lead by example..........................................................................................................................61
Inspire to act ...............................................................................................................................61
Elaboration on brand knowledge: strength of brand association & uniqueness of brand assotiations
...................................................................................................................................................63
How do customers differ? ............................................................................................................64
Unobservable & general .................................................................................................................. 65
Ground truth: wea dked 300 men ..................................................................................................... 66
Product specific observable ............................................................................................................ 67
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