Summary

Summary Consumer Behaviour

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Course
Consumer Behavior (6314M0159Y)

Institution
Universiteit Van Amsterdam (UvA)

This document contains an extensive summary from the knowledge clips and reading papers that are materials for the final exam. Also some important notes from the Q&A session are included.

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Uploaded on May 17, 2023
Number of pages 43
Written in 2022/2023
Type Summary

consumer behaviour
consumers
psychology
values and culture
consumer theories
cognitive biases

Institution
Universiteit van Amsterdam (UvA)
Education
Consumer Marketing
Course
Consumer Behavior (6314M0159Y)

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Consumer behaviour

Week 1 – the psychological core
Knowledge clips + related articles week 1
From exposure to action.

Perception: Perception is the awareness or understanding of sensory information. Awareness
and interpretation of reality.

Elements of consumer perception
- Exposure
- Attention
- Comprehension

How do we process what we are exposed to
- Sensing: immediate response
- Organizing: assembling sensory evidence into something recognizable
- Reacting: physical and mental responses to the stimuli

How do we organize?
- Assimilation: Share the same characteristics
- Accommodation: Share some but not all characteristics, need adjustment for fit
- Contrast: Does not share any characteristics, does not fit into the category

,Theories about perception:
The traditional dissociation paradigm suggest that consumers are influenced by stimuli
even when they are not aware of them

When do we detect the stimuli
- Objective threshold: stimuli is not detected by the senses
- Subjective threshold: stimuli enters conscious awareness (Supraliminal)
- Between: stimuli is detected by the senses but does not enter conscious awareness
(Subliminal)

Problem: how can we measure something that consumers are not aware of?
 whenever an indirect measure if responding is more strongly influenced by stimulus
exposure than is a comparable direct measure of responding, perception without awareness
can be identified.

Mere exposure effect
 unreinforced exposure is sufficient to enhance attitude toward the stimulus
Proven in different context:
- Advertising
- Social perceptions and behavior
- Prejudice
The mere exposure effects can be obtained by stimuli that are neither recalled nor recognized
by subject

Article 1- Bornstein (1989)
RQ: comparing the magnitude of the mere exposure effect produced by subliminal stimuli vs
supraliminal stimuli that are consciously perceived

Mere exposure effect: people tend to develop a preference for things merely because they are
familiar with them

,Experimental procedure
- Different stimuli (abstract, meaningful social stimuli)
- Different exposures (0,1,5,10,20 repetitions per stimuli)
- Half of the stimuli were exposed at a subliminal exposure duration (5ms), half of the
stimuli were exposed at a supraliminal exposure (500ms)
- After exposure subjects made affect (liking) and recognition judgements

Experiment 1
- 120 participants, stimuli: 25 polygons and 25 photographs of women
- Main effect exposure frequency on liking rating: frequently exposed stimuli received
more positive ratings than infrequently exposed stimuli
- Main effect of exposure duration on liking rating: 5ms receiving higher ratings than
500ms
- Interaction effect between exposure durations and exposure frequency: 5 ms stimuli
showed a more rapid increase in liking ratings with increasing exposure frequency
than did 500 ms stimuli.
- Mere exposure effect?  Increase in liking with increasing exposure frequency in
the 5 ms condition, but not significant effect for the 500 ms condition

, Attention: Devoting cognitive resources to stimuli

Characteristics attention
- Limited:
- Selective
- Can be divided

Attention
- Voluntary: top-down, subjective voluntary focuses attention, goal-directed
- Involuntary: bottom-up, salient objects draw attention, stimulus-driven
Promote voluntary attention
- Make it personal
- Connect with needs

Promote involuntary attention
- Increase salience
- Increase vividness

What visual properties draw attention
 Color, size, motion, pictures. Gestalt rules of visual processing

Gestalt: a set of rules describing visual perception
- Proximity
- Similarity
- Continuity

Proximity: elements that are close together tend to be viewed as part of the same object;
those farther apart tend to be viewed a part of different objects

Similarity: elements that physically resemble each other tend to be viewed as part of the
same object; those that are physically dissimilar tend to be viewed as different objects.

Continuity: incomplete or partially hidden objects tend to be viewed as whole or completed
patterns

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