Volledige samenvatting van het vak 'Consumer Behavior':
- alle slides + veel eigen notities van de les.
- heel gestructureerd, in volzinnen uitgelegd met eigen voorbeelden
Wanneer je dit blokt, ken je alles! (ik had zelf een 19/20 op dit vak)
CB1: Intro: That is consumer behavior?................................................................................................................4
CB 2: Motivation, Ability, and Opportunity...........................................................................................................5
Motivation.........................................................................................................................................................5
Motivation: effects............................................................................................................................................5
Motivation: drivers............................................................................................................................................5
Personal relevance........................................................................................................................................5
Values............................................................................................................................................................6
Needs.............................................................................................................................................................6
Involvement...................................................................................................................................................7
Goals..............................................................................................................................................................7
Inconsistency with Attitudes.........................................................................................................................9
Summary of Motivation....................................................................................................................................9
Ability and Opportunity.....................................................................................................................................9
Ability: Resources..........................................................................................................................................9
Ability: Cognitive Resources........................................................................................................................10
Ability: Emotional Resources.......................................................................................................................10
Opportunity.................................................................................................................................................10
Paper: Concepts..............................................................................................................................................11
CB3: Exposure to Comprehension.......................................................................................................................12
Information Processing...................................................................................................................................12
Exposure and Marketing Stimuli.....................................................................................................................12
Factors that Influence Exposure..................................................................................................................12
Selective Exposure.......................................................................................................................................12
Attention..........................................................................................................................................................12
Characteristics of Attention.........................................................................................................................13
Non-focal Attention.....................................................................................................................................13
Focal Attention............................................................................................................................................13
Personally Relevant Stimuli.....................................................................................................................13
Pleasant Stimuli.......................................................................................................................................13
Surprising Stimuli.....................................................................................................................................14
Easy-to-process Stimuli...........................................................................................................................14
Habituation..................................................................................................................................................14
Group Activity..................................................................................................................................................14
Perception.......................................................................................................................................................15
Perceiving via Vision....................................................................................................................................15
Perceiving via Hearing.................................................................................................................................15
Perceiving via Taste.....................................................................................................................................15
Perceiving via Smell.....................................................................................................................................15
Perceiving via Touch....................................................................................................................................15
When Do We Perceive Stimuli?...................................................................................................................16
How Do We Perceive Stimuli?.....................................................................................................................16
Comprehension and Consumer Behavior.......................................................................................................16
Facilitating Message Comprehension.........................................................................................................16
Consumer Inferences..................................................................................................................................17
,2
Product Features & Packaging....................................................................................................................17
Price & Retail Characteristics......................................................................................................................17
CB4: Memory and Knowledge.............................................................................................................................17
Memory Types.................................................................................................................................................17
Memory Types: Sensory Memory...............................................................................................................18
Memory Types: Working Memory..............................................................................................................18
Memory Types: Long-term Memory...........................................................................................................18
Memory Types: Explicit & Implicit Memory................................................................................................18
Knowledge Content & Structure.....................................................................................................................18
Knowledge Categories: Graded Structure...................................................................................................21
Knowledge Categories: Prototypicality.......................................................................................................21
Knowledge Categories: Hierarchical...........................................................................................................21
Knowledge Categories: Correlated Associations........................................................................................21
Goal-derived Categories..............................................................................................................................22
Consumers Differ in Content & Structure...................................................................................................22
Memory & Retrieval........................................................................................................................................22
Retrieval Failures.........................................................................................................................................22
Enhancing Retrieval.....................................................................................................................................22
Characteristics of the Stimulus....................................................................................................................23
What Stimulus is Linked to..........................................................................................................................23
Berger & Fitzsimons (2008).............................................................................................................................23
CB5: Attitudes & Persuasion...............................................................................................................................24
What are Attitudes?........................................................................................................................................24
Function of Attitudes...................................................................................................................................24
Characteristics/ Dimensions of Attitudes....................................................................................................24
Affective Foundations of Attitudes.............................................................................................................24
Cognitive Foundations of Attitudes.............................................................................................................25
Cognitive Foundations: Analytical Construction of Attitudes.................................................................25
How Cognitively-based Attitudes are Influenced....................................................................................26
Changing Attitudes: MAO................................................................................................................................27
When Do Attitudes Predict Behavior?............................................................................................................27
Karmarker & Tormala (2010)..........................................................................................................................27
CB6: Judgment & Decision Making.....................................................................................................................28
Judgment vs. Decisions...................................................................................................................................28
Types of Judgment..........................................................................................................................................28
Influential Factors on JDM: Heuristics.........................................................................................................29
Influential Factors on JDM: Biases..............................................................................................................29
Influential Factors on JDM: Prospect Theory..............................................................................................29
Influential Factors on JDM: Decision Biases................................................................................................30
Making Decisions.............................................................................................................................................30
Making Decisions: Thought-based Decisions..............................................................................................30
Making Decisions: Feeling-based Decisions................................................................................................31
Consumer Learning.........................................................................................................................................32
Low-effort JDM Processes...............................................................................................................................32
Low-effort JDM Processes: Brand Loyalty & Familiarity.............................................................................33
Low-effort JDM Processes: Price.................................................................................................................33
CB 7: Post-decision Processes.............................................................................................................................33
Satisfaction and Dissatisfaction.......................................................................................................................34
Importance of Customer Satisfaction.........................................................................................................34
Expectations: The Disconfirmation Paradigm.............................................................................................34
Theories of Consumer Satisfaction.............................................................................................................35
Theories of Customer Satisfaction..............................................................................................................35
Responses to Dissatisfaction.......................................................................................................................35
Is Customer Satisfaction Enough?...............................................................................................................36
Post-decision Dissonance and Regret.............................................................................................................36
Disposition...................................................................................................................................................37
Disposition: Recycling..................................................................................................................................37
Trudel & Argo (2013).......................................................................................................................................38
Trudel & Argo (2013): Study 3.....................................................................................................................38
CB8: Social Influences on Consumer Behavior....................................................................................................38
Sources of Influence........................................................................................................................................38
Sources of Influence: Opinion Leaders........................................................................................................39
Sources of Influence: Reference Groups.....................................................................................................39
Social Influence: Reference Groups........................................................................................................40
Sources of Influence: Social Media Influencers..........................................................................................40
Types of Influence...........................................................................................................................................41
Types of Influence: Normative Influence....................................................................................................41
Strength of Normative Influence.............................................................................................................42
Normative Influence: Marketing Implications........................................................................................42
Types of Influence: Informational Influence...............................................................................................43
CB11: Symbolic Consumer Behavior...................................................................................................................55
Symbolic Consumption....................................................................................................................................55
Sources and Functions of Symbols..............................................................................................................56
Symbols: Emblematic Function...................................................................................................................57
Symbols: Role Acquisition Function............................................................................................................57
Symbols: Other Functions...........................................................................................................................58
Special Possessions and Brands......................................................................................................................58
Special Possessions and Brands: Money.....................................................................................................58
Special Possessions and Brands: Types.......................................................................................................58
Special Brand and Possessions: Characteristics..........................................................................................58
Special Possessions and Brands: Why Special?...........................................................................................59
Special Brands and Possessions: Blockchain...............................................................................................59
Special Possessions and Brands: Rituals.....................................................................................................59
Sacred Meanings.............................................................................................................................................59
Transfer of Symbolic Meaning via Gift Giving.................................................................................................60
Ward & Broniarczyk (2016).............................................................................................................................60
CB12: Ethics & Social Responsibility....................................................................................................................61
Dilemmas: In Search of Balance......................................................................................................................61
Marketing, Consumer Ethics & Deviant Behavior...........................................................................................62
Acquisition Controversies............................................................................................................................62
Gino & Ariely (2012)................................................................................................................................63
Acquisition Controversies............................................................................................................................64
Consumption Controversies........................................................................................................................64
Disposition Controversies............................................................................................................................65
Role of Social Responsibility............................................................................................................................65
How Consumers Resist Marketing Practices...................................................................................................66
Consumer Behavior
CB1: Intro: That is consumer behavior?
Exchange between firm and consumer mostly seen from firm perception
The acquisition, consumption and disposition of goods, services, activities, experiences, and ideas by (human)
decision-making units
• Daily
• Consciously & unconsciously
• Rationally & emotionally
• Influenced by advertising, social media, friends/family, celebrity, sport and marketing communications
Behaviorist Approach Cognitivist Approach
The study of how consumers respond to external The study of the mechanisms underlying consumer
stimuli judgment and decision making
Les avantages d'acheter des résumés chez Stuvia:
Qualité garantie par les avis des clients
Les clients de Stuvia ont évalués plus de 700 000 résumés. C'est comme ça que vous savez que vous achetez les meilleurs documents.
L’achat facile et rapide
Vous pouvez payer rapidement avec iDeal, carte de crédit ou Stuvia-crédit pour les résumés. Il n'y a pas d'adhésion nécessaire.
Focus sur l’essentiel
Vos camarades écrivent eux-mêmes les notes d’étude, c’est pourquoi les documents sont toujours fiables et à jour. Cela garantit que vous arrivez rapidement au coeur du matériel.
Foire aux questions
Qu'est-ce que j'obtiens en achetant ce document ?
Vous obtenez un PDF, disponible immédiatement après votre achat. Le document acheté est accessible à tout moment, n'importe où et indéfiniment via votre profil.
Garantie de remboursement : comment ça marche ?
Notre garantie de satisfaction garantit que vous trouverez toujours un document d'étude qui vous convient. Vous remplissez un formulaire et notre équipe du service client s'occupe du reste.
Auprès de qui est-ce que j'achète ce résumé ?
Stuvia est une place de marché. Alors, vous n'achetez donc pas ce document chez nous, mais auprès du vendeur evamariedelarbre. Stuvia facilite les paiements au vendeur.
Est-ce que j'aurai un abonnement?
Non, vous n'achetez ce résumé que pour €6,99. Vous n'êtes lié à rien après votre achat.
