Summary

Lecture summary Principles of Consumer Studies (MCB20806)

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Course
Principles of Consumer Studies (MCB20806)

Institution
Wageningen University (WUR)

Book
Consumer Behaviour

A summary of lecture 1 - 13 with notes of issues highlighted by the professor, explanations of models and theories and important aspects for the exam.

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Summarized whole book? No
Which chapters are summarized? Unknown
Uploaded on September 25, 2022
Number of pages 59
Written in 2021/2022
Type Summary

marketing
learning
attitudes
cognition
emotions
sociology
practices
distinction
buyer behaviour
goals

Book Title:Consumer Behaviour

Author(s):Isabelle Szmigin, Maria Piacentini

Edition:Unknown
ISBN:9780198786238
Edition:Unknown

Summary
Summary of Chapter 11 of Consumer Behaviour - Isabelle Szmigin & Maria Piacentini (2018): Where are we going?
Summary
Summary of Chapter 8 - 10 of Consumer Behaviour - Isabelle Szmigin & Maria Piacentini (2018): Macro-view of consumption
Summary
Summary of Chapter 3 - 7 of Consumer Behaviour - Isabelle Szmigin & Maria Piacentini (2018): Micro-view of consumption

Institution
Wageningen University (WUR)
Education
MSc MME Management, Economics And Consumer Studies
Course
Principles of Consumer Studies (MCB20806)

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Summary MCB Exam period 1

40 mc questions = (50% of exam grade)
4 open questions = (50% of exam grade)
Exam 75% of final grade

Course Organization
1. Article/book chapter BEFORE every lecture
2. MC/open question exercises
3. Discussion Forum
4. Lecture
5. Article/book chapter AFTER every lecture
6. MC/open question exercises

Learning goals
o Explain the major concepts, theories and models of consumer science as treated in the study materials and the
lectures;
o Apply the major concepts, theories and models of consumer science as treated in the study materials and the
lectures in analyzing a consumer studies problem;
o Explain the various levels of analysis of consumer behaviour – like individual, household, group, gender – and
their interdependency in explaining consumer behaviour;
o Explain the societal developments that influence consumer behaviour;
o Identify and correctly use the four different disciplinary approaches within the multidisciplinary field of
consumer studies;

1

,Lecture 2 Marketing, goals, and learning

- Marketing = creating value & satisfying consumers
- Learning essential basics for all consumer behavior concepts
- Different ways of learning
- Goals important for creating value, attitudes, & emotions
- Effects of goals depend on goal setting, progress, & attainment/disengagement (theories)

Brandstatter & Hennecke
o Name, explain and apply the concept of goals, as well as different types of goals.
o Name, explain and apply the concept of commitment and how commitment is related to goals
o Name, explain, and apply the theory of expectancy value theory of goals, goal systems theory (including goal
shielding), goal setting theory, the Rubicon model of action phases, and the concept of implementation
intentions
o Explain how consumers deal with the existence of multiple goals at the same time. For example, you need to
able to name and explain goal shielding, goal conflicts.
o The PDF file contains my notes to help you read and understand the reading. I have highlighted everything that
is important, and added quite some comments. Follow the highlights and the comments closely.

2

, Lecture slides

- The marketing approach to consumer studies
- Learning
- Goals

Goals and learning are individual, micro

Marketing = creating value for/ satisfying customer companies (that may in turn create value for/ satisfy their
customers) with the goal to create value for/ satisfy the consumer.
→ Whole supply chain wants to create value for consumer (end user)

How do you do that? → understand consumers & what they value (from a societal perspective)
o Society = macro = What does the group of consumers want? Probably something valuable for their money
o Household = meso = segmentation of the society, not all consumers are the same people, in the marketing
approach focus on meso level → Consumer differentiation/ market segmentation
o Individual = micro = cognition, attitudes, goals, learning, emotions

Marketing approach → macro, meso and micro
When you really want to understand why the consumer buys something for example, you have to understand all the
levels and especially the individual level, difference from the other specializations

How is marketing related to learning (and goals)?
Learning occurs all the time throughout the whole live of a consumer. You learn about products, brands, services,
markets etc. (within marketing). Learning is the basic concept for marketing, consumers create associations.

Learning:
- The activity or process of acquiring knowledge or skill by studying, practicing, of experiencing something.
- A relatively permanent change in behaviour, knowledge, or thinking skills that occurs through studying,
practicing of experiencing.
- Thus, not involved in inborn or innate behaviours (blinking, swallowing)

Behaviorist model = earlier on, we don’t know what is happening inside of the
consumer = black box
- Stimulus: information, sounds, products etc.
- See something happening (stimulus) → something happens within the
consumer (black box)
Cognitive model = we can research what is happening in the consumer → we
know what is happening in the head of the consumer through research

3

, Tony logo is conditioned
- Unconditioned = when you have automatically a response → the basic part
for a new learning part
- Unconditioned stimulus = something you already know
- Conditioned = you see something you refer to something which creates an
association based on you act
- Conditioned stimulus = something new

Memory influences consumer choices:
- How much information has a consumer collected before making a
decision?
- Which brands to search for, previous experience
- What features to examine
These three together influence the final purchase decision → gives you a new
learning experience which goes back into your memory

In marketing definition ‘value’ depends on consumers’ goals:
Goals = desired end-states or internal representations of desired states (outcomes, events, processes)

Goals x situation → emotions → attitudes
→ attitudes

Learning goal: focusses on mastering new knowledge, gaining something new (I want
to learn different approaches in MCB)
- Variety seeking → trying different products
Performance goals: I want to achieve something (passing an exam)

Goal setting → goal striving (consumer work to reach a goal) → goal attainment
(goal reached) / goal disengagement (not reached the goal) → goal re-engagement
(new goal setting) in both cases: attainment and disengagement

Goal setting: Expectancy-value theory, fantasy realization theory, goal systems
theory! (How do consumers set goals and how does this lead to goal thriving?)
→ Article (Brandstatter & Hennecke) and use the comments of Ilona

Expectancy-value model
Goals depend on two elements: expectancy and value
Feasibility, expectance of reaching the goal → how easy or difficult will it be to buy an electric car
Desirability, is it something that you really want to have of reach or is it fine if the goal is not
reached in the end? → the more you want it, the more you will work for it

I do not need to remember the whole list of aspects!

4

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