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Samenvatting Consumer Psychology
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CONSUMER PSYCHOLOGYCLASS 1 : INTRODUCTION
- Advertisement: provided based on personal data (what you and your friends do) -->
through algorithms
- Main theories from back in the day may still hold
- Method that you choose depends on research question
- Psychofysiologics: reaction of the body to all kinds of stimuli (facial muscles, sweat, eye
tracking, heartbeat, brain waves)
- Emotions are the core of what we do --> understand them better
- Gossip: sharing social information about an absent other (not necessarily negative) -->
releases endorphins and creates bonding
o Gossip releases stress too (putting hands in ice cold water to see how they react to
this stressful situation, afterwards people got to gossip and it had significant results)
CONSUMER PSYCHOLOGY (WHAT IS IT?)
- All behaviors that relate to people as consumers
- What makes them like/choose/buy? Emotions, rational behavior? Choice processes?
Situational influences …
o Preferences etc can change due to hormones, throughout the day, …
- How do consumers deal with persuasion attempts? Influence, resistance, young
consumers (their brains are still developing, especially the part of control and reflection)
o Sometimes people do the opposite of the purpose of the persuasion attempts
- Psychological methods (experiments), focus on (underlying) processes of attitudes &
behavior (and individual differences or other moderators)
- Examples of CP
o People on a diet are restraining their consumption (on what situations will you give in
to temptation, how good is your self-control)
o Before/after ads (what emotions persuade them?)
o TikTok brings new phenomena, but it doesn’t change the existing theories
o If your public awareness is higher, because you are feeling prettier, you want to proof
more that you are a good person
,CONSUMER INFORMATION PROCESSING
- How do they process (consumer-related) stimuli?
- Information overload (home, media, shops, other ppl)
- How does this affect their beliefs, attitudes, and behavior?
- Hierarchy in steps that lead to an effect (or not)
o Exposure to a message
o Attention: you pay attention to something and not to other things
o Comprehension: make sense of what you are paying attention to
o Acceptance: people accept the message (or not)
o Retention: people retain it (or not)
Deliberate path: people unconsciously process every incoming stimulus (not everything
deliberately, not with the same attention because it would take to much energy)
o Ex. When you buy something expensive you think about the purchase really hard
(high envolvement/risk situation) when you buy chips you are not thinking so
deeply about it
MERE EXPOSURE EFFECT
- People build preferences & attitudes that can be changed and influenced very subtily
- Zajonc (1980): Preferences need no Inferences
o People can form preferences without complete deliberations on what they prefere
(without knowing they prefer it)
o Showed « chinese signs »
▪ People in the experiment didn’t know what the signs meant, at the lab they had
to perform tasks and on a subconscious level he exposed people to Chinese
signs, he discovered that the signs they were exposed to the most, they
preferred.
o Tachistoscopy (subconsious)
o Repeated exposure leads to liking
- Applied to advertising (Janiszewski, 1983): incidental processing
o People were reading the newspaper (the articles), in between the articles there
would be ads
o Ads were not consciously processed because they were next to the articles, but
people preferred them because they were already exposed to them
,COGNITIVE RESOURCES ARE LIMITED
- Cognitive resources are limited!
o Mental muscle (has maximum working capacity, brains get tired)
o Depletion (when the brain is tired, it is depleted and it makes us
taking other decisions)
▪ Our brain gets tired from too much information, studying,
excerting selfcontrol, …
▪ Example: You are on a diet, so you have to exert selfcontrol and resist the
temptation. This cost a lot of energy and the tiredness because of resisting can
lead to giving in to the temptation or losing selfcontrol in other domains
▪ Example: you are in the supermarket and buy 10 items, for every item there
are multiple options (you make a choice for every item). If people make these
multiple decesions they are depleted when they arrive at the counter which
makes them more vulnerable to buy something with a promotion. (making a
shopping list can make it easier)
o Mental shortcuts make it easier for the brain to make a decesion
In order to make sense of our world, we develop additional ways = shortcuts (pick things
relevant in our environment)
Marketeers look for these shortcuts to appeal to people
1. Reciprocity: obligation to give when you receive (personalised and unexpected gift
+ be the first to give)
2. Scarcity: people want something more if there is less of the product, tell them
about the benefits and what is unique, what they will loose if they don’t buy the
product
3. Authority: people will follow credible, knowledgeable people and experts + it is
important to signal to others what makes you this credible (you can also ask
someone else to praise you/introduce you)
4. Consistency: looking for and asking for small initial commitments that can be made
(look for voluntary, active and public commitments, and ideally get them in
writing)
5. Liking: people say yes to people they like (like because of: similarity, compliments,
cooperation towards mutual goals)
6. Conscensus: looking at actions of others to determine their own
, CLASS 2: CONSUMER INFORMATION PROCESSING
- Zero price effect: people are more interested and value products more if they are free
o When there is a free offer much more people choose for the free option
INDIVIDUAL DIFFERENCES
Important moderators: better insights in CP-processes
- Moderator: variable that changes/influences the effect between 2 variables
o = Effect from A on B: moderator is the arrow in between (the value of C)
- Sociodemo’s: age, gender, cultural differences … (is always included)
- Behavioral patterns: restrained eating, disgust sensitivity
o Ex. If people are on a diet they process food stimuli differently
o Ex. When you go shopping hungry you overestimate what you will eat throughout the
week
o Ex. You can measure how sensitive you are to disgusting things (food, pictures …)
▪ Means they react differently to disgust appeals (ex. pictures on the cigarettes
packages, but doesn’t necessarily make them stop smoking, they can also block
and not process the pictures)
- Personality traits:
o Pesonality scales are continua (people are somewhere on the scale not the one
extreme or the other) + becomes already visible when you are a child
▪ The big 5: most established scale with 5 dimensions (zie Canada)
o Prevention = you are inclined to be focused on negative things Promotion = you are
inclined to be focused on achieving positive things
▪ Ads with carot/stick approach --> prevent getting sick or watch out for this
disease …
o Need for cognition: you have a tendency to engage in and enjoy thinking (you want to
think about stuff)
▪ “I would prefer complex to simple problems”
▪ “Thinking is not my idea of fun …”
▪ “I prefer my life to be filled with puzzles that I must solve”
High need for cognition show greater elaboration of message content compared to low NFC
- Regulatory focus trait: chronic disposition towards prevention/promotion
o Can also be induced situationally (state) + you can have interactions between the two
o Ex. Promotion oriented people prefer gain frames: ‘sunscreen will keep your skin
healthy’ prevention oriented people prefer loss frames: ‘suncreen will prevent skin
cancer’
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