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Summary MSc UvA Business Administration - Consumer Behaviour (6314M0159Y) [LECTURES & KNOWLEDGE CLIPS]

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Course
Consumer behavior (6314M0159Y)

Institution
Universiteit Van Amsterdam (UvA)

Notes of all the compulsory lectures and knowledge clips of the course Consumer Behaviour/Consumer Behavior, (6314M0159Y). This is a mandatory course for both tracks, Digital Marketing and Consumer Marketing. Both are specialisation tracks of the MSc Business Administration at University of Amsterd...

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Uploaded on January 11, 2024
Number of pages 61
Written in 2023/2024
Type Summary

consumer behaviour
consumer behavior
university of amsterdam
business administration
masters
digital marketing
6314m0159y
uva
universiteit van amsterdam
ba

Institution
Universiteit van Amsterdam (UvA)
Education
Business Administration
Course
Consumer behavior (6314M0159Y)

gycc

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uva msc business administration: digital marketing track | semester I - period II (2023-2024) [by gycc]

CONSUMER BEHAVIOUR
[6314M0159Y] - knowledge clips & lecture notes

2023.10.30 - 11.01 | Week 1: The Psychological Core
[KNOWLEDGE CLIPS]
KC 1 — introduction.
● Example: going to your favourite restaurant
○ During normal condition – pleasant
○ During when you have a cold and people are being extremely loud – unpleasant
○ NOTE: Small factors can influence our consumption process

● What does it mean to study the psychological core?
○ The different processes from stimuli to response

KC 2 — perception.
● Definition
○ → the awareness or understanding of sensory information
○ ‘Interpretation of reality’

● Elements (building blocks) of consumers’ perception
○ Exposure ⇒ bringing the stimulus to the consumer – first interaction
○ Attention ⇒ our attention needs to be devoted
○ Comprehension ⇒ understanding
○ You need all elements!

● How do we process this exposure?
○ Sensing ⇒ immediate response
○ Organising ⇒ assembling sensory evidence into something recognisable
■ Assimilation: shares the same characteristics in the brain, fits into a category
in the knowledge
■ Accommodation: share some but not all characteristics, needs adjustment to
fit into our knowledge
■ Contrast: does not share the same characteristics, does not fit the category
○ Reacting ⇒ physical and/or mental responses to the stimuli
○ E.g. listening to music, understanding the lyrics, feeling happy or sad

1

,uva msc business administration: digital marketing track | semester I - period II (2023-2024) [by gycc]

● Theories about perception
○ “Is awareness of stimulus necessary to influence consumers?”
○ Researchers where doubting whether we need to study stimuli and attention
○ However, the traditional dissociation paradigm suggest that consumers can be
influenced by stimuli even when they are not aware by it

● When do we detect the stimuli?
○ Two kinds of threshold
○ Anything below the objective threshold ⇒ not detected by the senses
○ Anything above the subjective threshold ⇒ it has entered conscious awareness
○ In between ⇒ not detected by senses, but also has not entered conscious awareness,
but it did influence us, but we are not aware

● Why do we need to study stimuli? Something we are not aware of? Because it leads to the
problem: how can we measure something that consumers are not aware of?
○ Whenever an indirect measure (affect) of responding is more strongly influenced by
stimulus exposure than is a comparable direct measure (recognition) of responding,
perception without awareness can be inferred/questioned (Reingold & Merikle, 1988)
○ Leads to the first article – “stimulus recognition and the mere exposure effect”

○ Mere exposure effect → unreinforced exposure is sufficient to enhance attitude
(reaction/behaviour) towards the stimulus
■ Can be obtained by stimuli that are neither recalled nor recognised by the
individual
■ Proven in different context, such as ads, social perceptions and prejudice

○ RQ: the mere exposure effect produced by stimuli that are NOT recognised at
better-than-chance accuracy are substantially larger than mere exposed effects
produced by clearly recognised stimuli

○ Theoretical framework: when a stimulus is repeatedly exposed, do we take a liking to
it AND do we recognise it. However, the most important element is comparing
subliminal vs. supraliminal. Does the effect change when aware vs. not aware

2

, uva msc business administration: digital marketing track | semester I - period II (2023-2024) [by gycc]

○ Key takeaways:
■ Subliminal stimuli produce significantly stronger mere exposure effects than
do stimuli that are clearly recognised
■ These findings held true for both polygone and photograph stimuli, attesting
generalisability of the effect

● Marketing implications for stimuli
○ Mere exposure could influence our consumption
○ E.g. big ads placed throughout the airport (placed from a psychological view)

KC 3 — attention.
● Definition
○ → devoting cognitive resources to the stimuli
○ E.g. English readers tend to start upper left of a figure, so elements in that position
tend to received more attention
○ Pictures tend to get more and faster attention than words
○ Larger elements gain more attention than smaller ones
○ Colours and motion get more attention as well

● Characteristics
○ Limited ⇒ everyday, we are bombarded by tons of stimuli. We are not able to give
our attention to all we are exposed to
○ Selective ⇒ our brain chooses where to give our attention to
○ Divided ⇒ often done subconsciously
○ Voluntary or involuntary ⇒
■ Bottom-up (stimulus driven): researchers or marketers throw the stimulus
down at us without us choosing to give our attention to it; e.g. a strong light
shines upon us, we are automatically drawn
■ Top-down (goal-oriented): the subject volunteers to focus on the stimuli

● How to grab attention?
○ Promoting voluntary attention
■ Make it personal
■ Connect with needs
○ Promoting involuntary attention
■ Increase salience
■ Increase vividness

3

, uva msc business administration: digital marketing track | semester I - period II (2023-2024) [by gycc]

● What visual properties draw attention?
○ Colour, size, motion, pictures
○ Gestalt rules of visual processing
■ = a set of rules describing visual perception
■ Proximity ⇒ elements that are close together tend to be viewed as part of the
same object while those farther apart is seen as different objects
■ Similarity ⇒ elements that physically resemble each other tend to be viewed
the same while those dissimilar is viewed as different objects
■ Continuity ⇒ incomplete or partially hidden objects tend to be viewed as
whole or completed patterns

● Where can marketers act upon regarding visual properties?
○ Design
■ Visual properties of the product
■ Colour, composition, images, etc.
○ Display
■ Visual properties of the surrounding environment
■ Location, placement, orientation, etc.

● Another visual property of drawing attention: by creating the unexpected
○ Violations of visual expectations
○ Violations of previous knowledge
○ Violations of conventions or norms
(e.g. abnormal packaging)

● Another visual property of drawing attention:
biological visual responses
○ Think of sex, gender, faces and eyes

● Article notes
○ Preference for symmetry
○ Preference for centrality: according to the centre-stage effect consumers hold the
belief that in retail the products placed is central positions are more popular, which
also reflect the overall quality of the product (top-down approach)
○ However, people have central fixation bias
■ Natural initial response
■ The centre of the scene is often unconsciously considered as the optimal
location to extract information
■ There is a predisposition, called orbital reserve, which is an innate
preference for eye movements to place the pupils in the middle
○ Recent evidence suggest that looking at an item for longer can lead to higher choice
likelihood
○ The gaze cascade effect ⇒ individuals choose in the final seconds of the gaze
duration

○ Theoretical framework: inference and increased visual attention both try to explain
the horizontal centrality effect

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