This summary encompasses all notes and articles discussed in the lectures as well as some information on the blogs that were required exam material. You will first find an article overview, followed by summaries of each weeks materials.
Good luck with the exam!
CONSUMER BEHAVIOUR
Summary of lectures and articles 2021
, Table of contents
Article overview ......................................................................................................................... 2
Week 1: Psychological core of consumer behavior....................................................................... 3
The psychological core – intro to the topic ................................................................................................... 3
Sensory marketing – linked to article 1 of this week .................................................................................... 3
Construal Level Theory – linked to article 2 of this week .............................................................................. 4
Memory for experiences – linked to article 3 of this week ........................................................................... 4
Week 2: Consumer (ir)rationality ................................................................................................ 5
Introduction to Consumer (ir)rationality ....................................................................................................... 5
System 1 vs. System 2 thinking ..................................................................................................................... 5
Decision-making heuristics ............................................................................................................................ 5
Biases............................................................................................................................................................. 5
Framing – linked to article 1 of this week ..................................................................................................... 6
Anchoring Bias and Zero Price Effect – linked to article 3 of this week ........................................................ 6
Absence vs. Presence – linked to article 2 of this week ................................................................................ 6
Week 3: Technology and social influences on consumer behavior ............................................... 7
Social Influences on Consumer Behavior – intro to the topic ....................................................................... 7
Signaling – linked to article 1 of this week .................................................................................................... 7
Word of Mouth Marketing – linked to article 2 of this week ........................................................................ 7
Technologies and Consumer Behavior – intro to the topic ........................................................................... 8
Algorithm Aversion – linked to article 3 of this week ................................................................................... 8
Technology and the Psychological Core – linked to article 4 of this week .................................................... 9
Week 4: Affective and Emotional Consumer Reactions .............................................................. 10
Consumers’ emotional system and appraisal theory of emotion – intro to the topic ................................ 10
Affect, mood, and emotion ......................................................................................................................... 10
Valence and Arousal – linked to article 1 & 2 of this week ......................................................................... 10
Ad evoked emotions: positive – linked to article 3 of this week ................................................................. 11
Ad evoked emotions: negative .................................................................................................................... 11
Week 5: Consumers and Marketing for a “Better World” .......................................................... 12
Motivation and consumer behavior ............................................................................................................ 12
Needs and consumer behavior ................................................................................................................... 12
Goals and Self-control – linked to article 1 of this week ............................................................................. 13
Self-control failure – linked to article 3 of this week................................................................................... 13
Change behavior for the better – linked to article 2 of this week............................................................... 14
Blog week 5 (optional) ................................................................................................................................ 14
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