Samenvatting / Notities van de les + Professor workshops + 5 gastlessen
Schrijffouten in het engels zijn mogelijk aangezien ik vaak de Prof heb gequote.
Exclusief qualitative en quantitative research workshops
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
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
√ Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, Bancontact of creditcard voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
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 klaracornelis. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €6,99. Je zit daarna nergens aan vast.
