Samenvatting
Samenvatting Consumer Behaviour
Summary study book Consumer Behaviour of Wayne D. Hoyer - ISBN: 9781133274490, Edition: 6e , Year of publication: 2010
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Samenvatting Consumer BehaviourChapter 1 – Understanding consumer behaviour
Consumer behaviour = The totality of consumers’ decisions with respect to
acquisition, consumption and disposition of goods, services, time and ideas by
human-decision making units.
Offering = A product, service, activity, experience or idea offered by a marketing
organization to consumers.
Consumer behaviours:
- Acquisition: The process by which a consumer comes to own an offering
- Usage: The process by which a consumer uses an offering
- Disposition: The process by which a consumer gets rid of an offering
The sequence is a dynamic process and can involve many people.
Acquisition methods: Buying, trading, renting/leasing, bartering, gifting, finding,
stealing, sharing.
Ways of disposing an offering:
- Find a new use for it
- Get rid of it temporarily
- Get rid of it permanently
Emotions can have a powerful role in consumer behaviour (positive/negative
emotions). Love can describe how we feel about a certain brand.
Issues related to consumer behaviour can involve stress, consumers need to cope
with the difficult choices.
Four broad domains that affect consumer behaviour
1. The psychological core: Internal processes: Motivation/ability/opportunity,
exposure/attention/perception/comprehension, memory & knowledge, forming &
changing attitudes.
2. The process of making decisions Involves 4 stages
- Problem recognition
- Search for information
- Making judgements and decisions
- Making post-decision evaluations
3. The consumer’s culture: external process
Culture: The typical or expected behaviours, norms and ideas that characterize a
group of people.
Reference group: A group of people consumers compare themselves with for
information regarding behaviour, attitudes or values.
4. Consumer behaviour outcomes
Symbols: External signs that consumers use to express their identity.
Marketing: The activity, set or institutions, and processes for creating,
communicating, delivering, and exchanging offering with value for individuals,
groups and society.
Who benefit from consumer behaviour? marketing managers, ethicists and
,advocacy groups, public policy makers, academics, consumers & society.
Marketing is designed to provide value of customers.
Chapter 2 – Motivation, ability and opportunity
Motivation: What moves people, ‘’an inner state of arousal’’ which provides
energy to achieve a goal.
High effort behaviour
High effort information-processing
Motivated reasoning: Processing information in a way that allows consumers to
reach the conclusion they want to reach. They reason in a biased way.
Felt involvement: Self-reported arousal or interest in an offering, activity or
decision. It can be either:
1. Enduring – Long-term interest in an offering, activity or decision
2. Situational – Temporary interest, often caused by situation circumstances
3. Cognitive – Interest in thinking about and learning information pertinent to an
offering.
4. Affective – Interest in expending emotional energy and evoking deep feelings
about an offering.
Response involvement: Interest in certain decisions and behaviours. deciding
between brands.
What affects motivation? When consumers regard something as:
1. Personally relevant: Something that has a direct bearing on the self and has
potentially significant consequences or implications for our lives.
2. Consistent with their values, needs, goals, emotions and self-control processes
Self-concept: Our mental view of who we are
Value: Abstract, enduring belief about what is right/wrong, important or
good/bad
Need: An internal state of tension caused by disequilibrium from an
ideal/desired state.
Maslow Groups needs in 5 categories
Social need: Externally directed and relate to other individuals
Non-social need: Those for which achievement is not based on other
people
Functional need: Search for products that solve consumption-related
problems
Symbolic need: Connected with our sense of self (achievement,
independence)
Hedonic need: Need for sensory & cognitive stimulation, sex and
play.
Needs are dynamic, exist in hierarchy, can be internally and externally aroused
and can conflict.
Goal: Particular end state or outcome that a person would like to achieve.
Appraisal theory: A theory of emotions that proposes that emotions are based on
an indivual’s assessment of a situation or an outcome and its relevance to his/her
goals.
3. Perceived risk: The possibility that the offering will perform less than expected.
, Six types of risks: Performance, financial, physical, social, psychological or
time risk.
4. Moderately inconsistent with their prior attitudes. consumers are less
motivated to process information that is inconsistent with their prior attitudes.
Ability: The extent to which consumers have the resources needed to make an
outcome happen.
- Financial resources
- Cognitive resources: knowledge/experience about an offering
- Emotional resources: affects consumers to engage in charity/donating
- Physical resources: Affects how, when, where and whether consumers
make decisions.
- Social/cultural resources:
- Education and age
Even when motivation and ability are high, consumers may not take actions due
to:
1. Lack of time
2. Distraction
3. The complexity, amount, repetition and control of information
Chapter 3 – From exposure to comprehension
Exposure: The process by which the consumer comes in physical contact with a
stimuli.
Influenced by: position of an ad, product distribution, shelf placement.
Marketing stimuli: Information about offerings communicated either by the
marketer or by non-marketing sources.
Attention: How much mental activity a consumer devotes to a stimulus. It has 3
characteristics:
- It is limited: cannot attend to all stimuli
- It is selective: need to select what to pay attention to and what not.
- It can be divided
Focusing on a stimuli (focal attention) while simultaneously being exposed to
another stimuli (non-focal attention).
- Preattentive processing: The non-conscious processing of stimuli in peripheral
vision.
- Hemispheric lateralization: Our two hemispheres processes information
differently. Right: graphical vision, music and spatial information. Left: counting,
processing unfamiliar words, forming sentences.
Marketers often make stimuli: Personally relevant, pleasant, surprising and easy
to process.
Prominence: The intensity of stimuli that causes them to stand out relative to the
environment.
Concreteness: The extent to which a stimulus is capable of being imagined.
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