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Buying Behavior 2024 Commercial Policy Summary
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Buying Behavior 2024 Summary (including course material, lessons and papers)
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Summary BB 2024Lecture 1
Part 1
One of the current fundamental assumptions in consumer behavior research is that individuals
often purchase products for their subjectively perceived values rather than their primary
functions
Desires> Needs
Almost 50% of consumer buying behavior is habitual!
a tool to identify threats and opportunities => Perceptual map
Part 2)
1) Need recognition
̶ Needs can be either innate or learned.
̶ Needs are never fully satisfied.
̶ Feelings and emotions (I.e., affect) accompany needs
̶ Needs can be externally or internally activated.
How to evoke needs?
̶ By showing ads that display food, experiences or that make people think about their
present state (which is different from their desired state)
Recall of brands
̶ The awareness set= The brands a consumer knows
̶ The retrieval set= the brands a consumer can retrieve at a particular moment
̶ The evoked set = the consideration set = the subset off top-of-mind brands evaluated
when making a choice.
(in –store = retrieval set + products prominent in the retail environment)
, Size of consideration set= evoked set
-Varies on time
-Depends on a lot of factors
̶ Categorization occurs when consumers use their prior knowledge to label, identify, and
classify something
Goal-Derived (or Ad Hoc) Categories
̶ Contain things we perceive as relevant to a goal
‒ Can be from different taxonomic categories
‒ We use rules/experience to create these categories
̶ Examples:
‒ Things to do on a Friday night
‒ Things you eat on a diet
Het succes van productpositionering hangt af van het vermogen van
de marketeer om consumenten ervan te overtuigen dat een product
moet worden beschouwd als behorend tot een bepaalde categorie.
De manier waarop een product wordt gegroepeerd met andere
producten heeft belangrijke gevolgen voor het bepalen van zijn
concurrenten. Veel verschillende productvormen strijden om
lidmaatschap van een categorie.
‒ Internal search: beliefs and attitudes in memory
Always accurate? No: Confirmation bias=tendency to recall information that
reinforces or confirms our overall beliefs rather than contradict them, thereby
making our judgments or decisions more positive than they should
Inhibition= the recall of one attribute inhibiting the recall of another attribute
‒ Stel je voor dat je denkt aan een sportwagen, en het eerste kenmerk dat bij je opkomt is
de snelheid van de auto. Door je te concentreren op de snelheid, kan het zijn dat je
minder snel aan andere kenmerken denkt, zoals de brandstofefficiëntie of het comfort van
de auto. De herinnering aan "snelheid" zorgt er als het ware voor dat de andere
eigenschappen (brandstofefficiëntie of comfort) worden onderdrukt in je gedachten.
, Consumer involvement based on MOA
High involvement Low involvement
Decision Cognitions Gains and losses Choice tactics
‒ Dit based on (Thougths) Traditional Hierarchy of Hierarchy of effects of
effects (Think-Feel- low effort decisions
Do)1 TFD (Think-Do-Feel) TDF
(non)-compensatory
decision models
Affect Appraisal theory Affect referral
(Feelings – Affective forecasting Brand familiarity
emotions) Imagery Impulse buying
Affective Hierarchy of Hierarchy of effecst
effects (Feel-Think-Do) (Feel-Do-Think)
FTD FDT
concept speelt vaak een rol in marketing en reclame, waar een merk ervoor kan kiezen
om een specifiek kenmerk van hun product te benadrukken (bijvoorbeeld
"duurzaamheid" van een stofzuiger), wat er vervolgens toe leidt dat consumenten minder
geneigd zijn om aan andere eigenschappen te denken, zoals het geluid of het design van
het apparaat.
Mood congruent memory=you recall especially information, feelings, and
experiences that match your current mood.
‒ If your happy or angry => that will evoke other memories of that
-External Search: acquiring new information
̶ External information search= the process of collecting information from outside sources
such as magazines, ads, websites, social media etc.
̶ Degree of search depends on MOA (Motivation Opportunity and Ability)
̶ Consumer often search for confirming information (confirmation bias)
External information is not always accurate!!
, ̶ Cognitive decision making models = the process by which consumers combine items of
information about attributes to reach a decision
̶ Compensatory models: negative features can be compensated by positive ones
̶ Non-compensatory models: negative feature leads to rejection of an option
̶ Affective decision making models = the process by which consumers base their decisions
on feelings and emotions
̶ Most choices and behaviors aren’t based on careful decision making
̶ Theory of Information Processing Parsimony: People tend to be lazy with
mental efforts and we often choose the path of least resistance (we are cognitive
misers)
̶ We have a slow and a fast thinking system and use the fast one whenever we can.
‒ The fast system is often fine! But it makes some very predictable
mistakes that are important to understand
̶ Unplanned decision making
̶ 50% of in-store decisions are made unconscious or spontaneously
̶ Strongly affected by in-store stimuli like fragrances, shapes, social situations, etc.
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