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Notes lectures Consumer Marketing
- Instelling
- Vrije Universiteit Amsterdam (VU)
Notes and lecture slides Consumer Marketing.
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CONSUMER MARKETINGLECTURES
Vrije Universiteit | | MSc Marketing
,Table of content
Lecture 1 .................................................................................................................................................... 2
Lecture 3: advertising ................................................................................................................................. 2
(Not much) attention for advertising.................................................................................................................... 2
Ad effectiveness with short exposure ................................................................................................................... 3
Newer advertising formats ................................................................................................................................... 7
Lecture 4: Refresher consumer marketing ................................................................................................. 12
Exposure duration & ad types: Elsen, Pieters & Wedel (JMR, 2016) .................................................................. 12
Lecture 5 Product adoption ....................................................................................................................... 12
Self-construal theory........................................................................................................................................... 20
Lecture 7 .................................................................................................................................................. 27
Lecture 8: Consumer loyalty ...................................................................................................................... 37
Concept and measurement of customer loyalty (Watson et al. 2015) ............................................................... 38
................................................................................................................................................................ 38
How important is it to focus marketing efforts on loyal customers? ................................................................. 39
The importance of loyal customers vs. criticism ............................................................................................ 39
Do loyal customers drive sales and profitability? (Watson et al. 2015)......................................................... 40
Watch out how you operationalize/measure loyalty! ................................................................................... 44
Are loyal customers brand advocates? (Eelen et al., in press) ....................................................................... 44
Lecture 9: Customer loyalty & sustainability .............................................................................................. 48
What is sustainable behavior?............................................................................................................................ 51
Drivers of sustainable behavior .......................................................................................................................... 52
Kristoffer, Wihte & Peloze (2014): Token support .............................................................................................. 52
Lecture 10 ................................................................................................................................................ 56
Is money the key to happiness? .......................................................................................................................... 58
Do consumers know what makes them happy? ................................................................................................. 59
,Lecture 1
How to study for the exam:
How to study the articles:
(a) This is the overall pattern offindings(effectsfound) in the article:specify the effect, and be explicit
about comparison groups, e.g., more of X leads to more/higher Y than less of X
(b) Here is thetheory; it's therationale, orwhythis effect occurs:In other words, your explanation here is
related to theunderlying psychological mechanism(s)of the effect
(c) In the article, there have been described conditions (circumstances / types of consumers / types of
products / types of brands) thatchange the overall pattern of findings(see a). Specify the different
factors and explainhowthey change the overall effect andwhyIn other words:* How the effect changes:
(specify the effect again, e.g., more of X leads to more/higher Y than ) is
LESS/MORE/STRONGER/WEAKER (choose correct wording of the relationship) when xxxxxxx* and
why this changes the effect (this is most likely related to your answer in b)(d) This knowledge (see a, b
and c) is important to a company because:(Here, you link the findings and the theory explicitly to the
characteristics of the company (you may have already partly done it in a, b, c to explain the concepts),
you surely need to indicate what they should be aware of, what they should take care of in their
marketing communication; what they should DO or change; which marketing actions they can
undertake)
Lecture 3: advertising
Agenda
(Not much) attention for advertising
Ad effectiveness with short exposure
- Gist
- Exposure duration and ad types influence ad and brand liking (Elsen, Pieters, & Wedel, 2016)
~ PERCEPTION
~ MEMORY AND LEARNING
Newer advertising formats
- Examples
- An advertiser funded program (Verhellen, Eelen, Dens, & De Pelsmacker, 2016)
~ MEMORY AND LEARNING
(Not much) attention for advertising
Ad spending per media type
, Behavioral impact of attention in marketing
Memory
- Attention to brand in magazine ad improves brand memory (Wedel and Pieters, 2000)
Brand preference
- Attention to brand on product display predicts preference (Pieters and Warlop, 1999)
Sales
- Attention to feature ads increase sales of featured SKU (Pieters, Wedel, Zhang, 2005)
Ad effectiveness with short exposure
Short exposures (Pieters & Wedel, 2012)
Most ads or banners do not get more than a single glance from customers.
- One eye fixation = up to 300 milliseconds
→ What can you communicate in this short time span?
→ What should you ad look like to perform well?
→ Does it help or hurt to have an atypical ad?
Gist = the essential meaning of a scene in terms of the categories it belongs to
- Serves as an early categorization process in cluttered environments
- Determines which scenes or objects are interesting enough to pay more attention to.
Levels of ad gist:
1. Advertisement or editorial content?
2. Which product category?
3. Which brand?
4. Is it interesting to you?
Exposure duration & ad types (Elsen, Pieters & Wedel (JMR, 2016)
Thin slice impressions: how advertising evaluation depends on exposure duration
Exposure duration & ad types (Elsen, Pieters & Wedel (JMR, 2016)
- Consumers are confronted with thousands of advertisements.
- Consumers generally watch advertisments only shortly (< 2 s)
→ This slices of information
What doe we learn about basic identiy of the ad (The promoted product and brand) in a short time
span? How does it influence ad (and brand) evaluation?
Upfront ads
- Instantly convey what they promote
- Typical for the product category they advertise
- Similar to other ads in the same category and dissimilar from ads in other categories
False front ads
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