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Lecture slides Consumer Behaviour (6314M0159Y)
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The weekly lecture slides of Consumer Behaviour.
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Lecture 1Consumer Behaviour = Consumer behavior reflects the totality of consumers’ decisions
with respect to the acquisition, consumption, and disposition of goods, services, activities,
experiences, people, and ideas by (human) decision-making units [over time].
The decisions people make in their roles as consumers
The psychological core:
- Psychology is the scientific study of the human mind and behavior
- From exposure to action
,Sensation: Vision, hearing, smell, taste, touch
-
Perception = how the human mind interprets signals from the senses
- Processing
o Bottom-up
o Top-down
Memory
The brain is a complicated system of interconnected cells.
Memory is the neural network of associated nodes.
- Long-term memory: where information is permanently
stored for later use
- Working memory: involved in goal-directed behaviors
in which information must be retained and
manipulated to ensure successful task
execution
,Memory and consumer behavior
- Beliefs and attitudes exist in (implicit) associative networks. As marketeer you can try
to build those associative networks (see picture above).
- Activation of one concept activated related concepts
- Associate networks for brands can be influenced by marketing actions
- Celebrity endorsements build associations between the endorser and the brand
Priming = the act of introducing a stimulus to influence how individuals respond to a
subsequent stimulus. (e.g. 1. Red, 2. Blue, 3. Orange, 4. Gr_ _ _ )
Music with strong national associations activated related knowledge and led to customers
buying wine from the respective country. Music acted as prime.
- German music à German wine sales increased
- French music à French wine sales increased
, Attention: reflects how much mental activity is devoted to a stimulus
- Attention is limited
- Attention is selective
- Attention can be divided
A marketing application
Article Krishna (2012)
Sensory marketing = marketing that engages the consumers’ senses and affects their
perception, judgment and behavior.. in a subconscious way.
Haptics: touch
- Touch is the first sense you develop in the womb and the last sense you lose with
age.
- Interpersonal touch is related to oxytocin, which promotes feelings of love, social
bonding and well-being.
o People who receive interpersonal touch..
§ Leave higher tips
§ Are more satisfied
§ Comply with requests to sample or buy
§ Take their medications
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