Samenvatting
Samenvatting Customer Behaviour
Detailed summary of the book 'Consumer Behaviour" chapter 1-9 + 11.
[Meer zien]Voorbeeld 3 van de 26 pagina's
Voorbeeld 3 van de 26 pagina's
In winkelwagengesponsord bericht van onze partner
Gekoppeld boek
Titel boek:
Auteur(s):
- Uitgave:
- ISBN:
- Druk:
Verkoper
Volgen
Voorbeeld van de inhoud
InhoudsopgaveChapter 1 + 2................................................................................................................................................. 3
Stages of consumption history.............................................................................................................................3
Revolution of shopping:........................................................................................................................................3
Motivational research:.........................................................................................................................................3
Experience marketing...........................................................................................................................................4
Chapter 3....................................................................................................................................................... 6
Information search...............................................................................................................................................6
Types involvement................................................................................................................................................7
Chapter 4....................................................................................................................................................... 8
Behavioral learning..............................................................................................................................................8
Memory................................................................................................................................................................9
Organization of the long-term memory.............................................................................................................10
Aiding memory...................................................................................................................................................10
Chapter 5..................................................................................................................................................... 11
Perceptual process.............................................................................................................................................11
Selective exposure..............................................................................................................................................11
Sensory stimuli...................................................................................................................................................11
Chapter 6..................................................................................................................................................... 13
The main components of attitudes....................................................................................................................13
Hierarchy of effects............................................................................................................................................13
The main approaches to attitude theory...........................................................................................................14
Theory of planned behavior...............................................................................................................................15
(Non-)compensatory model of attitudes............................................................................................................15
Attitude and behavioral change.........................................................................................................................16
How do marketing professionals use these models?.........................................................................................16
How to influence attitudes and behavior?.........................................................................................................16
Chapter 7..................................................................................................................................................... 17
Psychological perspectives on self.....................................................................................................................17
Brand personality...............................................................................................................................................18
Multiplicity of self...............................................................................................................................................18
Motivation..........................................................................................................................................................19
Motivational conflict..........................................................................................................................................20
Maslow’s Hierarchy of Needs.............................................................................................................................20
Chapter 8..................................................................................................................................................... 21
1
, Mechanical of reference group influence..........................................................................................................21
Social power and reference groups....................................................................................................................21
Opinion leaders and opinion seekers.................................................................................................................22
Chapter 9..................................................................................................................................................... 23
Defining culture..................................................................................................................................................23
Regional ethical religional subculture................................................................................................................25
Consumption-based subcultures........................................................................................................................25
Chapter 11................................................................................................................................................... 26
Technology.........................................................................................................................................................26
Sustainable worlds, sustainable consumption...................................................................................................26
2
, Chapter 1 + 2
Decision making:
An adult makes around 35.000 remotely conscious decisions a day. Think of; what do I eat,
when do I eat, where do I eat, etc.
Stages of consumption history
1. Subsistence level consumption
2. Sharing and bartering
3. Exchanging goods for money
4. Commercialization of goods – buying from shops
5. Growth of trade across borders, leading to globalization
Value perception = the ‘fit’ between product and customer needs & wants.
Exchange value: what the value of a good is to the customer and therefore what it could be
exchanged for -> usually it’s price.
Use value: the value of a good to the customer in terms of the usefulness it provides
Symbolic value: the symbolic meaning customers attach to goods to construct and
participate in the social world.
Revolution of shopping:
- We used to go to the barter (ruilhandel) to corner shops, to malls, to catalogues.
Today we shop from our laptops, tablets and mobile phones.
- Individual service was replaced by self service.
- The shopping trolley affects how and what we buy.
- Technology impacts forms of shopping, for example fresh food vending machines.
Motivational research:
- Developed from Freud’s view that behavior was often determined by irrational and
unconscious motives and by socialized inhibitions.
- Freudian motivation theory posits that unconscious psychological forces, such as
hidden desires and motives, shape an individual’s behavior, like their purchasing
patterns.
Example: A salesperson trying to get a consumer to purchase furniture, may ask if this is the
first home that the consumer has lived in on their own. If the consumer indicates yes, this
may prompt the salesperson to mention how the furniture is warm or comfortable,
triggering a feeling of safety.
Also, Ernst Dichter (American psychologist / father of motivational research recognized:
- The role of emotions in our choice decisions;
- And that these decisions could not necessarily be analyzed or explained from a purely
rational viewpoint.
3
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, creditcard of Stuvia-tegoed 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 Brianblankert. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €7,98. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 73918 samenvattingen verkocht
Opgericht in 2010, al 14 jaar dé plek om samenvattingen te kopen