Inhoudsopgave
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
1
, 1. Sensory memory ................................................................................................................................ 44
2. Working memory ............................................................................................................................... 44
3. Long-term memory ............................................................................................................................ 45
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
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
1
, 1. Sensory memory ................................................................................................................................ 44
2. Working memory ............................................................................................................................... 44
3. Long-term memory ............................................................................................................................ 45
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
