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Samenvatting Consumer psychology - Universiteit van Antwerpen

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Consumer psychology

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Universiteit Antwerpen (UA)

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1
Consumer psychology

Inhoudsopgave

1. Introduction ......................................................................................................................................................................4

1.1. What comes to your mind? ............................................................................................................................................4

1.2. Consumer information processing .................................................................................................................................4

1.3. Mere exposure effect.....................................................................................................................................................4

1.4. Persuasion heuristics .....................................................................................................................................................5

1.5. For Communication Scientists ........................................................................................................................................5

1.6. Consumer psychology course .........................................................................................................................................5

1.7. Evaluation .....................................................................................................................................................................5

1.8. Paper assignment ..........................................................................................................................................................5

2. Processing and attitudes....................................................................................................................................................7

2.1. Introduction ..................................................................................................................................................................7

2.1.1. Motivation .................................................................................................................................................................7

2.1.2. Affect .........................................................................................................................................................................7

2.1.3. Persuasion, attitudes, social influence........................................................................................................................7

2.1.4. Individual differences.................................................................................................................................................7

2.2. Consumer information processing .................................................................................................................................9

2.2.1. Attitude: origin (history) ............................................................................................................................................9

2.2.2. Attitude: definitions ................................................................................................................................................. 10

2.2.3. Attitude formation ................................................................................................................................................... 10

2.2.4. Attitude-belief-model .............................................................................................................................................. 10

2.2.5. Theory of Reasoned Action ...................................................................................................................................... 10

2.2.6. Attitude-behavior-link ............................................................................................................................................. 11

2.2.7. Dual process models ................................................................................................................................................ 11

2.3. Paper Petty, Cacioppo, Schumann................................................................................................................................ 12

2.3.1. Involvement............................................................................................................................................................. 12

2.3.2. Independent measures ............................................................................................................................................ 12

2.3.3. Method .................................................................................................................................................................... 13

2.3.4. Results ..................................................................................................................................................................... 13

, 2
2.3.5. Conclusions .............................................................................................................................................................. 14

2.4. Paper Gorn .................................................................................................................................................................. 14

2.5. Experiment 1 ............................................................................................................................................................... 15

2.6. Experiment 2 ............................................................................................................................................................... 15

2.6.1. Results ..................................................................................................................................................................... 16

2.7. Discussion .................................................................................................................................................................... 16

2.8. Attitude measurement ................................................................................................................................................ 16

2.9. Explicit and implicit attitudes ....................................................................................................................................... 17

2.10. Measuring implicit attitudes .................................................................................................................................... 18

3. Emotions ......................................................................................................................................................................... 19

3.1. Applied to consumers/advertising ............................................................................................................................... 19

3.2. Emotion: definition and components ........................................................................................................................... 19

3.3. Emotions: related concepts.......................................................................................................................................... 19

3.4. Different types of emotions ......................................................................................................................................... 20

3.5. Different Research traditions ....................................................................................................................................... 21

3.6. Paper Fransen et al. ..................................................................................................................................................... 23

3.7. Different research tradition ......................................................................................................................................... 23

3.8. Measuring emotions .................................................................................................................................................... 23

3.9. Conclusion Emotions.................................................................................................................................................... 26

3.10. Research emotion types ........................................................................................................................................... 26

3.11. Pleasure to play, arousal to stay (study) ................................................................................................................... 26

3.11.1. Setup ................................................................................................................................................................... 26

3.11.2. Results ................................................................................................................................................................. 27

3.11.3. Conclusion............................................................................................................................................................ 28

4. Hope and self-regulatory goals applied to and advertising context .................................................................................. 29

4.1. Hope in CB ................................................................................................................................................................... 29

4.2. Hope in advertising ...................................................................................................................................................... 29

4.3. Hope and goals ............................................................................................................................................................ 29

4.4. Hope and regulatory focus theory ................................................................................................................................ 29

4.5. Hope and behavior ...................................................................................................................................................... 29

4.6. Hope – regulatory focus ............................................................................................................................................... 30

, 3
4.7. Study 1 ........................................................................................................................................................................ 30

4.8. Study 2: Vitamin Complex ............................................................................................................................................ 30

4.9. Study 3: Cell phone provider ........................................................................................................................................ 32

5. Gastles Simone: communication science x behavior change ............................................................................................ 40

6. Evolutionary psychology (EP): sex differences.................................................................................................................. 41

6.1. Introduction ................................................................................................................................................................ 41

6.2. Sexual and natural selection ........................................................................................................................................ 41

6.3. But why do individuals prefer traits that handicap its bearer? ..................................................................................... 41

6.4. Human mating strategies (Buss & Schmitt, 1993) ......................................................................................................... 42

6.5. What women desire and the influence of their biology ................................................................................................ 42

6.6. Detection of earning capacity ...................................................................................................................................... 44

6.7. What men desire And the influence of their biology .................................................................................................... 45

6.8. Darwinist Feminism ..................................................................................................................................................... 47

6.9. Studying sex differences in consumer behavior ............................................................................................................ 48

6.10. Sex differences:........................................................................................................................................................ 50

6.10.1. Article mating cues ............................................................................................................................................... 50

6.10.2. Article women’s attention .................................................................................................................................... 51

6.10.3. Article menstrual cycle ......................................................................................................................................... 51

7. Cognitive processes ......................................................................................................................................................... 53

7.1. Back to theory of attention .......................................................................................................................................... 57

7.2. Predictive coding ......................................................................................................................................................... 59

7.3. Results ......................................................................................................................................................................... 64

7.4. Suggested serving sizes ................................................................................................................................................ 65

7.5. Context effect .............................................................................................................................................................. 65

8. Rationality ....................................................................................................................................................................... 66

8.1. St. Petersburg paradox ................................................................................................................................................ 66

8.2. Raven paradox ............................................................................................................................................................. 67

8.3. Rationality ................................................................................................................................................................... 67

9. Effort heuristic................................................................................................................................................................. 74

9.1. Definition .................................................................................................................................................................... 76

, 4
1. Introduction

1.1. What comes to your mind?

• All behaviors that relate to people as consumers
• What makes them like/choose/buy: Emotions – biases – rational behavior - Choice processes - Situational influences –
individual differences (gender, personality)
• Psychological methods (experiments), focus on (underlying) processes of attitudes & behavior (and individual differences
or other moderators)
• Sub-division of the American Psychological Association (division 23)
• Related disciplines (Media psychology, Social psychology, Environmental psychology)
• Society for Consumer Research
• Website: http://www.myscp.org/

1.2. Consumer information processing
• How do they process (consumer-related) stimuli?
• Information overload (home, media, shops, other ppl)
• How does this affect their attitudes, intentions and behavior?

1.3. Mere exposure effect
- Zajonc: preferences need no inferences; it can happen automatically à it can happen without you knowing it
- Showed Chinese signs: The signs of Chinese can’t tell you anything if you don’t understand à tachistoscopy (= it can
show you things on a screen in a few mili-seconds so you can’t actually see it consciously)
- The more people see your logo à the more people will like it
- Repeated exposure leads to likinh
- Janiszewski: ads in the newspapers are just there à if they are reading articles and they see ads in an unconscious way,
the ads that were there afterwards are being liked more (incidental processing)

Cognitive resources are limited!
Þ Mental muscle
Þ Depletion of the brain à your brain gets tired à you have no full capacity anymore to make decisions
Þ In the evening after a day full of physical actions à you can be depleted
Þ Mental shortcuts!

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