Small summary of all the required study materials - consumer behaviour (D0R13a)
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Course
Consumer behaviour (D0R13A)
Institution
Katholieke Universiteit Leuven (KU Leuven)
This document contains a small summary of all the articles to read for the course 'consumer behaviour' taught by Bart De Langhe. The articles can be quite long, making this document very useful for studying all the important things in the articles. A summary of the lessons can also be found on my a...
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Session 1....................................................................................................... 2
High Online User Ratings Don’t Actually Mean You’re Getting a Quality Product............2
Session 2....................................................................................................... 3
Everything is obvious - Duncan Watts.............................................................................3
Facebook’s Misleading Campaign Against Apple’s Privacy Policy....................................4
Does Personalized Advertising Work as Well as Tech Companies Claim?........................5
Covid-19 Vaccine Trials Are a Case Study on the Challenges of Data Literacy................6
Session 3....................................................................................................... 7
Leveraging digital advertising platforms for consumer research.....................................7
Session 5..................................................................................................... 11
Eager Sellers and Stony Buyers.....................................................................................11
Session 6:.................................................................................................... 12
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity..................12
Harnessing the science of persuasion...........................................................................15
HIGH ONLINE USER RATINGS DON’T ACTUALLY MEAN YOU’RE GETTING A
QUALITY PRODUCT
Reliance on Online Ratings: Consumers often trust online star ratings when
making purchase decisions, believing them to be objective indicators of quality.
Illusion of Validity: Research suggests that this trust is misplaced; star ratings
do not accurately reflect product quality.
Issues with Ratings:
o Statistical: Small sample sizes and high variability among ratings
undermine the accuracy of average scores.
o Sampling: Reviews tend to come from consumers with extreme opinions,
leading to biased rating distributions.
o Evaluation: Consumers lack the expertise to accurately assess product
quality in a scientific manner.
Low Correlation with Objective Metrics: Star ratings only weakly correspond
with scientific quality assessments, like those from Consumer Reports, and do not
predict resale value.
Biases in Star Ratings: Ratings are biased upward for higher-priced products
and well-known brands.
Misconception about Price: Consumers wrongly assume that reviewers penalize
expensive products, whereas expensive products tend to receive higher ratings.
Vulnerability to User Reviews: Unlike skepticism toward salespeople or ads,
consumers tend to trust user reviews without questioning the underlying biases.
2
, SESSION 2
EVERYTHING IS OBVIOUS - DUNCAN WATTS
Gribbin’s Review:
Author receives a critical review of Howard Becker’s book on social science.
Personal Shift:
Author, trained in physics, transitions to sociology.
Scientific Engagement:
Growth in interest from physicists and mathematicians in social science issues.
Emergence of fields like "network science."
Unresolved Issues:
Despite advancements, key social problems remain unsolved.
Political Skepticism:
Senators question the validity of social science research and funding.
Common Misunderstandings:
Public often underestimates the complexity of social science findings.
Common sense is seen as a limitation in understanding complex social
phenomena.
Reflection on Beliefs:
People overestimate their understanding; need for self-questioning.
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