Class notes

Consumer Behaviour (BM01MM) all class notes

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Course
BM01MM (BM01MM)

Institution
Erasmus Universiteit Rotterdam (EUR)

This document is for the course:Consumer Behaviour (BM01MM). Included are all class notes from lectures 1-9. At the end there are also summaries highlighting the most crucial parts of each lecture. (September 2023)

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Uploaded on October 9, 2023
Number of pages 35
Written in 2023/2024
Type Class notes
Professor(s) Schley
Contains All classes

consumer
consumer behaviour notes
consumerbehaviourbm01mm all class notes

Institution
Erasmus Universiteit Rotterdam (EUR)
Education
Marketing Management
Course
BM01MM (BM01MM)

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1. Class notes - Consumer behaviour (bm01mm) all class notes
2. Exam (elaborations) - Exam questions bm01mm
3. Summary - All notes for consumer marketing research
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Consumer behavior - BM01MM
dr. DR Schley
● Group Assignment, Presentation, and Final Exam

Lecture 1
wednesday 06th september 15:00 - 17:45

Lecture 2
thursday 07th september 13:00 - 15:45

Lecture 3
wednesday 13th september 13:00 - 15:45 13:45

Lecture 4
thursday 14th september 13:00 - 15:45

Lecture 5
wednesday 20th september 13:00 - 15:45

Lecture 6
thursday 21st september 13:00 - 15:45

Lecture 7
tuesday 26th september 15:00 - 17:45 ! missed last 30
minutes

Lecture 8
thursday 28th september 13:00 - 15:45. (look at teres recording)

Lecture 9
wednesday 4th october 14:00 - 16:45

EXAM
25th october 18:30 - 21:30

GRADE = 30% * group assignment grade + 10% * group
presentations + 5% * teammate evaluations + 55% * final
exam grade

Due: 23:59 pm on Saturday, October 7th presentation 10% paper
30% Attendance in the presentation classes is mandatory and
will be checked!

,survey by 23:59 pm on Friday, October 13th.

LECTURE 1 - Wednesday 6th September

o General Theoretical Framework. (e.g. Associative Network)
o Specific Theoretical Framework. (e.g. Branding Theories)
o Effects. (e.g. Mere exposure effect)

Mere-Exposure Effect:
The idea that you have more positive attitudes towards things you are familiar with.

 If you see someone around often you like them more than someone you’ve never
seen before
 We would rather buy familiar brand products than unknown alternatives at the
store. This is also the reason why entering a new market is so hard – consumer are
‘loyal’ to priducts they know (we hardly Δ)

Case Study: Zajonc (1968) presented participants with fake Chinese symbols = participants
felt more positively (i.e., they liked) the symbols that were presented more frequently.

Consumer behavior (def) :

Avery et al.: Set of mental and physical activities undertaken
by consumers to acquire and consume products as to fulfill
their needs and wants.
Peter & Olson: Dynamic interactions of affect, cognition, and
behavior, with events in the environment, that are associated
with the “exchange aspects” of human life.
Cognition refers to our thoughts about and interpretations

Affect refers to the feelings that we experience; it includes both
moods and emotions.

Hence: our feelings and perceptions influence our behavior

Consumer Puzzles:

 People don’t behave like we would expect them to according to economic models /
theories (rational choice theory)

Often times people (consumers) may engage in behavior that is not really rational. Meaning
behavior that could ultimately not be in-line with what they are trying to achieve.
e.g. Escalators to the gym. This impedes the goal of moving / being physically fit

, another example of a consumer puzzle.

Usually, according to economic theory, the price drops if
more quantities are sold… however, as we know this is not
the case with Apple.

Who studies consumer behaviour:

1. Marketers
2. Social Organizations
3. Public Policy Makers

Consumer Decision Process Model (7steps)

1. Need Recognition

Need → Discrepancy between actual and desired state
A Δ in desired state (out of the indifference zone) will
cause us to act on it (act out)
Increase in desired state or decrease in actual state

What causes shifts / changes in desired state?
 Life stage changes
 New tastes
 New technologies

What causes shifts / changes in actual state?
 Stock depletion (always have frozen food in freezer in case)
 Problem removal (have cleaning supplies on hand)
 Problem Avoidance (insurance)

2. Search for Information

2 forms of information search → Internal or External information search

External Information Search:

Marketer Sources: From company → Advertising, company websites, stores, brochures

Non-Marketer Sources: Outside the company → Other consumers (Family & friends),
consumer organizations, government, media

, INFORMATION PROCESSING

Heuristic Search (low effort)
Systematic Search (high effort)
Ad-hoc Organized
Convenience based Comprehensive
Relies on rules of thumb effortful
Less risk More Risk
Low level of involvement High level of involvement
More knowledge on topic b4hand Less knowledge on topic b4hand
Takes less time / when we have less time Takes more time / when we have more time
e.g. toothpaste e.g. buying house

Consideration Set

The “consideration set” is the set of brands actively
considered at the time of choice.

 In order for a customer to choose action A (e.g.,
brand A), Brand A must be considered
 In order for a customer to choose action A (e.g.,
brand A), the customer must fail to consider a
brand he/she likes better than brand A

3. Pre-purchase evaluation of alternatives

Slide47

4. Purchase

5. Consumption

Timing, frequency, volume of use
 Important for packaging (storage)
 Affects satisfaction
Mode of use:
 Proper use (follow instructions)
 Alternate uses (e.g. The pool noodle)

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