Samenvatting / notities vanuit de les (147 pagina's) + Professor workshops + Gastcolleges
Kunnen engelse taalfouten instaan, mede doordat ik de prof vaak precies heb gequote.
Exclusief Qualitative and Quantitative research workshop (Hierbij had ik niet veel bij genoteerd)
Chapter 1: What is consumer buying behavior? .............................................................................................. 5
1. Defining buying behavior .......................................................................................................................... 5
1. Select, purchase, use or dispose .......................................................................................................... 5
2. Products, services, ideas, activities, people or experiences ................................................................. 6
3. Buying behavior is a process, not an event .......................................................................................... 6
4. Mind functioning .................................................................................................................................. 8
5. Individuals or groups ............................................................................................................................ 9
2. Why study buying behavior? ................................................................................................................... 10
1. 4 reasons to study buying behavior ................................................................................................... 10
Not knowing how consumers think and feel is rather risky! ....................................................................... 10
2. 5 applications of the study of buying behavior .................................................................................. 11
3. How to study consumers? ....................................................................................................................... 13
1. Secondary versus primary data .......................................................................................................... 13
2. Qualitative versus quantitative .......................................................................................................... 15
3. Stated versus implicit research .......................................................................................................... 18
Chapter 2: How do consumers make buying decisions .................................................................................. 19
The different phases of buyers’ decision making ........................................................................................... 19
1. The process of making decisions ............................................................................................................. 19
2. Information search .................................................................................................................................. 20
1. Internal Search ................................................................................................................................... 20
2. External Search................................................................................................................................... 23
3. Evaluation of alternatives ....................................................................................................................... 25
1. Product categorization ....................................................................................................................... 25
2. Evaluative criteria ............................................................................................................................... 27
4. Post decision processes ........................................................................................................................... 27
1. Post-decision dissonance and regret.................................................................................................. 27
2. Satisfaction or dissatisfaction ............................................................................................................. 29
3. Responses to dissatisfaction .............................................................................................................. 30
The irrational consumer: an introduction ...................................................................................................... 32
1. Experiment .............................................................................................................................................. 32
2. Experience your own irrationality ........................................................................................................... 33
3. System 1 and system 2 ............................................................................................................................ 33
1. System 1 ............................................................................................................................................. 33
2. System 2 ............................................................................................................................................. 35
4. The irrational consumer .......................................................................................................................... 36
Memory and learning in consumer buying behavior ..................................................................................... 38
1. Internal consumer processes ................................................................................................................... 38
2. How do consumers learn? ....................................................................................................................... 38
1. By thinking .......................................................................................................................................... 38
2. By conditioning................................................................................................................................... 38
3. By modeling ........................................................................................................................................ 43
3. The main 3 types of memory ................................................................................................................... 44
Perception and attention in consumer buying behavior ................................................................................ 46
1. Sensation and perception ........................................................................................................................ 46
1. Eye (sensation) ................................................................................................................................... 46
2. Time perception ................................................................................................................................. 48
3. Sound ................................................................................................................................................. 48
4. Smell ................................................................................................................................................... 50
5. Touch .................................................................................................................................................. 51
6. Sensory thresholds ............................................................................................................................. 52
2. Attention ................................................................................................................................................. 54
1. Bottom-up attention .......................................................................................................................... 54
2. Top-down attention ........................................................................................................................... 56
3. Combination ....................................................................................................................................... 57
3. Comprehension ....................................................................................................................................... 57
1. How does system 1 produce meaning to consumers? ....................................................................... 58
2. How can marketers improve comprehension? .................................................................................. 58
3. Biases in interpretation ...................................................................................................................... 59
Chapter 3: The who of consumption ............................................................................................................. 60
1. Sociodemographic ................................................................................................................................... 60
1. Gender................................................................................................................................................ 60
2. Age ..................................................................................................................................................... 65
2. Psychographic ......................................................................................................................................... 71
1. Personality.......................................................................................................................................... 71
2. Self ...................................................................................................................................................... 71
3. Geographic .............................................................................................................................................. 71
1. Culture ................................................................................................................................................ 71
Chapter 4: The why of consumption ............................................................................................................. 74
Motivation & values ..................................................................................................................................... 74
1. Introduction: what is motivation? ........................................................................................................... 74
2. Mechanistic theories of motivation......................................................................................................... 75
1. The human organism is motivated by physiological needs and external stimuli ............................... 76
2. Hull: needs for hunger, thirst, sex and safety .................................................................................... 76
3. Problem recognition CFR. Individual decision making ....................................................................... 77
4. Needs ................................................................................................................................................. 77
5. How can marketers evoke needs? ..................................................................................................... 77
6. Skinner (1938): external incentives, like rewards and punishments (Cf. Learning/Conditioning) ..... 79
7. Incentive can be positive (reward) or negative (avoid punishment).................................................. 79
8. Limitations of the mechanistic theories ............................................................................................. 80
9. Motivation .......................................................................................................................................... 80
3. Maslow’s hierarchy of needs ................................................................................................................... 81
1. Exercise .............................................................................................................................................. 82
2. Case study in consumer research: does my school fulfils my needs? ................................................ 82
4. McClelland’s three basic needs ............................................................................................................... 83
5. Extra: need for uniqueness ...................................................................................................................... 83
1. Academic research: need for uniqueness is increasing also in collectivistic countries ...................... 84
2
, 6. Self-determination theory ....................................................................................................................... 84
1. Self-determination theory is an organismic theory............................................................................ 84
2. Limitations of the mechanistic theories ............................................................................................. 84
3. Further evidence ................................................................................................................................ 84
4. Three fundamental psychological needs ............................................................................................ 85
5. Self-determination theory (Reci & Ryan, 1985) ................................................................................. 85
6. Different types of motivation: intrinsic vs extrinsic ........................................................................... 86
7. Different types of motivation: controlled vs. autonomous ................................................................ 88
8. Research evidence.............................................................................................................................. 89
9. How to implement policy that motivates people to follow COVID-19 rules? .................................... 89
7. The Motivation, Ability & Opportunity model ......................................................................................... 90
1. MAO: a framework to understand consumers’ responses to advertisement .................................... 90
2. Consumer ability: definition ............................................................................................................... 91
3. Ability in practice ................................................................................................................................ 91
4. Consumer opportunity: definition ..................................................................................................... 92
5. Opportunity in practice ...................................................................................................................... 92
8. Values ...................................................................................................................................................... 92
1. Value characteristics .......................................................................................................................... 93
2. Types of value..................................................................................................................................... 93
3. Schwartz values .................................................................................................................................. 94
4. The means-end chain model .............................................................................................................. 95
5. Academic research ............................................................................................................................. 96
Chapter 5: The when and where of buying behavior ..................................................................................... 98
1. Behavioral economics ............................................................................................................................. 98
1. Two systems of thinking ..................................................................................................................... 98
2. Biases................................................................................................................................................ 100
2. Nudging ................................................................................................................................................. 101
1. Characteristics .................................................................................................................................. 102
2. Different kind of nudges................................................................................................................... 102
3. In-store interventions ............................................................................................................................ 104
1. How to nudge sustainable consumption: selling mock meat in the butchery ................................. 104
2. Extra applications of nudging (readers curiosity) ............................................................................. 107
Professor workshops .................................................................................................................................. 110
1. A perceptual map analysis of frozen pizza brands ................................................................................ 110
2. Emotional biases and buying behavior ................................................................................................. 112
1. Consumers are predictably irrational ............................................................................................... 112
2. System 1 and system 2 ..................................................................................................................... 112
3. Consumers are driven towards positive emotions: rewards ............................................................ 114
4. Consumers try to avoid negative emotions: losses .......................................................................... 114
5. Cognitive costs ................................................................................................................................. 115
3. Sex roles and consumer behavior .......................................................................................................... 116
1. Definition .......................................................................................................................................... 116
2. Sex roles differences in socialization ................................................................................................ 116
3. Sex roles differences in internal consumer processes ..................................................................... 117
4. Sex roles differences in buying behavior .......................................................................................... 117
5. Women in advertising ...................................................................................................................... 117
6. Men in advertising............................................................................................................................ 117
7. Some differences in goals, expectations and thinking styles ........................................................... 117
8. Differences in shopping & reactions to advertising ......................................................................... 118
4. From product attributes to personal values: the means-end value chain ............................................. 119
3
, 1. What are personal values................................................................................................................. 119
2. 10 basic values (Schwartz) à same in every country ...................................................................... 120
3. The means-end chain model ............................................................................................................ 121
4. The hierarchical value map .............................................................................................................. 121
Guest lectures ............................................................................................................................................ 122
1. Bigtrees – Wannes van Giel................................................................................................................... 122
9 behavioral marketing campaigns ............................................................................................................ 123
2. Insites Consulting – Simon Quashning .................................................................................................. 124
1. Research: .......................................................................................................................................... 124
2. Understanding the consumer’s behavior ......................................................................................... 125
3. Neuromarketing – Timothy Desmet ...................................................................................................... 129
1. People are predictably irrational ...................................................................................................... 130
2. Research methods ............................................................................................................................ 133
3. Marketing examples ......................................................................................................................... 135
4. Packaging AB Inbev – Farida Bensadoun .............................................................................................. 136
1. Why packaging is so important? ...................................................................................................... 136
2. What does the consumer really wants? ........................................................................................... 138
3. Sustainability .................................................................................................................................... 140
4. Key takeaways .................................................................................................................................. 141
5. Alpro – Suzanne Mulier ......................................................................................................................... 141
1. 3 interesting ways to connect to consumers ................................................................................... 141
2. Consumer insight.............................................................................................................................. 143
3. Big social data................................................................................................................................... 144
6. Qualitative market research – Tom Meere ........................................................................................... 145
1. Qualitative research ......................................................................................................................... 145
2. The importance of why .................................................................................................................... 145
3. Quantitative segmentation .............................................................................................................. 146
4
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 klaracornelis. 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.
