Samenvatting

Consumer Behavior summary

5 keer verkocht

Vak
Consumer Behavior

Instelling
Universiteit Antwerpen (UA)

An all encompassing summary of the course Consumer Behaviour. Written in an organized, structured way with plenty of clear examples and visuals to guide you through the learning process. This summary includes; * all lectures * all guest lectures * the book Nudge by Thaler and Sunstein * all...

[Meer zien]

Laatste update van het document: 1 jaar geleden

Voorbeeld 6 van de 71 pagina's

Bekijk voorbeeld

Geupload op 19 mei 2023
Bestand laatst geupdate op 20 juni 2023
Aantal pagina's 71
Geschreven in 2022/2023
Type Samenvatting

Volgen

thijshanssen Lid sinds 3 jaar 41 documenten verkocht

€10,99

In winkelwagen

Op verlanglijstje

100% tevredenheidsgarantie
Direct beschikbaar na je betaling
Lees online óf als PDF
Geen vaste maandelijkse kosten

CONSUMER BEHAVIOR
1. Introduction to consumer behavior....................................................................................... 2
1.1. What is consumer behavior?............................................................................................ 2
1.2. Why should we study consumer behavior?...................................................................... 3
1.3. What does the buyer’s decision process looks like.......................................................... 4
1.4. Perspective is everything..................................................................................................7
1.5. Having and being had.......................................................................................................8
1.6. Decision-making............................................................................................................... 8
2. Attitudes................................................................................................................................. 10
2.1. What are attitudes?.........................................................................................................10
2.2. Attitude-behavior change and how can we measure attitudes?..................................... 11
2.3. The bible app.................................................................................................................. 13
3. Neuromarketing..................................................................................................................... 14
3.1. People are irrational........................................................................................................14
3.2. People are predictably irrational..................................................................................... 14
3.3. Marketing applications.................................................................................................... 14
4. Emotions and motivations....................................................................................................16
4.1. What are emotions?........................................................................................................16
4.2. Theories of emotions...................................................................................................... 17
4.3. What are motivations?.................................................................................................... 19
4.4. Theories of motivation.................................................................................................... 19
5. Exposure, attention and perception.................................................................................... 22
5.1. Exposure.........................................................................................................................22
5.2. Attention..........................................................................................................................23
5.3. Perception.......................................................................................................................23
5.4. Memory...........................................................................................................................25
5.5. Implications for branding.................................................................................................25
5.6. From perception to cognition.......................................................................................... 26
6. Cognition: Heuristics and bias.............................................................................................28
7. Consumer Identities.............................................................................................................. 34
7.1. Personal and social identities......................................................................................... 34
7.2. Marketer’s perspective....................................................................................................35
7.3. Segmentation criteria......................................................................................................36
7.4. Psychological ownership................................................................................................ 38
8. Marketing in open source..................................................................................................... 40
9. Social marketing.................................................................................................................... 42
9.1. What is social marketing?...............................................................................................42
9.2. What are frequent techniques in social marketing?........................................................43
9.3. The charity market.......................................................................................................... 44

, 9.4. What is the value of public-private partnerships?........................................................... 44
10. Nudging................................................................................................................................ 46
10.1. What is nudging............................................................................................................ 46
10.2. What are frequent nudging techniques?.......................................................................48
10.3. Which nudges are used in real life?..............................................................................50
10.4. Sludge...........................................................................................................................52
10.5. Saving the planet.......................................................................................................... 53
11. Social influence....................................................................................................................56
11.1. Why so powerful?..........................................................................................................56
11.2. Mimicry..........................................................................................................................57
11.3. Social proof................................................................................................................... 57
11.4. Social identity through reference groups...................................................................... 58
11.5. weapons of influence or persuasion............................................................................. 59
12. Consumer culture................................................................................................................ 62
12.1. Culture.......................................................................................................................... 62
12.2. West versus East.......................................................................................................... 63
12.3. Implications for marketing.............................................................................................65
12.4. Fixed or dynamic (adaptive) ?...................................................................................... 66
13. Sustainability....................................................................................................................... 68
13.1. How and why do companies pursue sustainability?..................................................... 68
13.2. What are some challenges in pursuing sustainability?................................................. 68
13.3. Empowering sustainable behavior................................................................................69
13.4. Meat without animals.................................................................................................... 70

1

,1. Introduction to consumer behavior
1.1. What is consumer behavior?
= study of the processes involved when individuals or groups select, purchase, use, or dispose
of products, services, ideas or experiences to satisfy needs and desires

→ interdisciplinary science: microeconomics, sociology, psychology and social psychology

Consumer’s buying roles
● Initiator: initiates idea
● Influencer: influences others
● Decider: ultimate buying decision
● Buyer: actual purchase
● User: consumes
● Gatekeeper: controls access

Ex: cat consumes cat food, while owner buys it

Consumer needs Shopper needs

Requirements fulfilled by the products I buy Requirements fulfilled as part of the shopping
Ex; healthy, durable, tasty, … process
Ex; variety, value, convenience, ..

CB as a process
1. Pre-purchase
2. Purchase
3. Post-purchase

CB as subjective and situational
1. Consumer: personal -, psychological-, social- and situational1 influences
2. Situational: 4 P’s

Consumer’s impact on marketing strategy
● Satisfying consumer needs
● Understand consumers
● Consumer segments
● No ‘one size fits all’

Segmentation → subset of consumers who share common needs, characteristics and
behaviors (see chapter 7.3.)

1
Ex; playing French music in a wine store will boost the sales of French wine

2

,1.2. Why should we study consumer behavior?

Selling concept
● Starting point: factory
● Focus: existing products
● Means: selling and promotion
● End: profits through sales volume

Marketing concept
● Starting point: market
● Focus: customer needs
● Means: integrated marketing
● End: profits through customer satisfaction

Customer value = consumer’s assessment of the overall capacity of offerings to satisfy needs
and wants

Value disciplines:
1. Best product: continuous innovation ex; Apple
2. Best total cost: efficient in reducing costs, lower price ex; RyanAir
3. Best total solution: tailor offering to needs ex; Dell, IBM

Sinek’s golden circle
● Inner circle: why? → mission, vision
● Middle: how?
● Outer: what? → product/service

Types of value
1. Utilitarian:
● Helps to accomplish tasks
● Ex; Ferrari takes you from A to B very fast
● Ex; Iphone lots of applications

2. Hedonic:
● Immediate gratification
● Relies on experience and emotion
● Ex; Ferrari is sexy
● Ex; Iphone nice design

3

,Importance of CB in marketing
● Ensures offering meets needs
● Facilitates creation of value
● Studies how consumers think, feel, influenced, …
● Improve campaigns to target customers better

1.3. What does the buyer’s decision process looks like

The buyer decision process // Customer purchase journey
1. Need recognition
● Diff between current and desired situation
● Cause: stimuli → internal vs external
● Want-got-gap
● ⇒ ! be aware of needs2
● ⇒ ! be aware of need inhibitors3
● ⇒ ! needs can be stimulated4

2. Information search
● Internal search: memory
● Personal sources: family and friends
● Commercial sources: advertising, salespeople
● Public sources: mass-media
● Personal experience: handling, using the product
● ! ranking of sources is diff for each culture

3. Pre-purchase evaluation of alternatives
● Funnel
● Non-compensatory models of choice
○ Conjunctive heuristics:
■ min req of all attributes
■ Ex; choose candy with min level of all nutritions

○ Disjunctive heuristics:
■ Min 1 attribute with min req
■ Ex; choose candy with min level of fat

○ Lexicographic heuristics:
■ Rank attributes based on importance
■ Choose brand that scores best on highest attribute
■ Tie? Check 2nd attribute

2
Ex; blockbuster went out of business cus people wanted to rent movies longer
3
Ex; PayPal was designed to facilitate payment on Ebay
4
Ex; Fitbit that tracks stats

4

, ○ Elimination-by-aspects heuristics
■ Rank attributes based on importance
■ Brands that score acceptable on most important attribute to 2nd
round and so on

● Compensatory model of choice
○ Pros and cons of every brand ⇒ choose brand best total option
○ Strong performance of important attributes can outweigh bad
performance on others

4. Purchase → first moment of truth Buying behavior

Impulse buying
● Pure: no intention
● Planned: want to buy certain tomato
● → influenceable

Habitual buying (unconscious)
=/= customer loyalty (conscious)

5. Post-purchase evaluation
● second moment of truth
● usage and consumption, post purchase engagement, and service requests
● Product as a touchpoint
● Post-purchase cognitive dissonance
○ Buyer’s remorse
○ Doubts or anxiety about the wisdom of the purchase
○ Most likely when purchase is important
● → reduce
○ Communication: reaffirm buyers, follow-up calls
○ Policy: return policy, money back
○ Sense of belonging: VIP, club membership

6. Divestment

Trends
● omni- channel management has become the new norm
● Firms less control over customer experience
● Very high amount of touchpoints
● Creating a strong customer experience now very important

Touch points = individual contacts between the firm and the customer at distinct points in the
experience

5

Dit zijn jouw voordelen als je samenvattingen koopt bij Stuvia:

Bewezen kwaliteit door reviews

Studenten hebben al meer dan 850.000 samenvattingen beoordeeld. Zo weet jij zeker dat je de beste keuze maakt!

In een paar klikken geregeld

Geen gedoe — betaal gewoon eenmalig met iDeal, Bancontact of creditcard en je bent klaar. Geen abonnement nodig.

Focus op de essentie

Studenten maken samenvattingen voor studenten. Dat betekent: actuele inhoud waar jij écht wat aan hebt. Geen overbodige details!

Veelgestelde vragen

Wat krijg ik als ik dit document koop?

Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.

Tevredenheidsgarantie: hoe werkt dat?

Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.

Van wie koop ik deze samenvatting?

Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper thijshanssen. Stuvia faciliteert de betaling aan de verkoper.

Zit ik meteen vast aan een abonnement?

Nee, je koopt alleen deze samenvatting voor €10,99. Je zit daarna nergens aan vast.

Is Stuvia te vertrouwen?

4,6 sterren op Google & Trustpilot (+1000 reviews)

Afgelopen 30 dagen zijn er 68175 samenvattingen verkocht

Opgericht in 2010, al 15 jaar dé plek om samenvattingen te kopen

Start met verkopen

Samenvatting

Consumer Behavior summary

Document informatie

Onderwerpen

Geschreven voor

Verkoper

Ontvangen beoordelingen

Voorbeeld van de inhoud