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Lectures consumer behaviour

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  • 28 december 2015
  • 71
  • 2015/2016
  • College aantekeningen
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  • 1 t/m 10
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Lecture 1 – Consumer Behaviour: Introduction and Framework
The Mere-Exposure Effect = Zajonc (1968) presented participants with fake
Chinese symbols.

 Each symbol was presented between 1 and 25 times
 After presentation participants rated each symbol
 Results indicated that participants felt more positively (i.e. they liked) the
symbols that were presented more frequently -> that’s the reason why we
have brands

The value of Consumption; three core features of value

 Anticipatory consumption = we are excited about something or waiting for
food, you already saw it. Idea of consuming, what drives you to consuming
 The act of consuming = physical reaction of consuming, value directly from
the experience. Most stable/well-known value
 Enjoying memory of past consumption = enjoying memory of past
consumption: experience you remember, post consuming

-> try to differentiate their product, remember it differently from for example
other burgers

Inside the mind of the consumer – marketers try to understand what’s in
consumers mind. People have preferences, get in the complexity of the human
mind. Find stable factors that influence consumers mind.

Consumer behaviour = interaction between the firm and consumer, goal is to
make a favourable relationship

 Kardes: Human reactions to products, services, and marketing activities
 Blackwell et al: Human actions related to the obtaining, consuming and
disposing of products and services
 Solomon: Processes involved in selecting, buying, using or disposing of
products, services, ideas and experiences to satisfy needs and wants
 Avery et al: set of mental and physical activities undertaken by
consumers to acquire and consume products as to fulfil their needs and
wants
 Peter & Olson: dynamic interactions of affect, cognition, and behaviour,
with events in the environment, that are associated with the ‘exchange
aspects’ of human life

Basic components: products, services, ideas, and experiences & relates stimuli
(ads, WOM,..)

 Affects = emotions, feelings, hard to quantify,
hart
 Cognition = how you process the information,
deeply or less deeply, mind
mind and hart are very much related, dynamic
system

Difference between the consumers perceptions and the
actual environment -> perception =/ experience

, Consumer puzzles – things that seems weird in the situations. Marketers like to
understand these puzzles. Knowledge about why consumers do what they do
leads to a better relationship (for example Apple – behaviour brakes normal
expectations - doesn’t fit in the standard quantity sold / product price
relationship)

Consumer Behaviour Research

 Topics = motivation, advertising effects,
decision processes, consumption rituals,
etc.
 Theories = psychology, sociology,
anthropology, economics
 Methods = surveys, experiments,
observation, interviews, etc.

Who studies consumer behaviour?

1. Marketers
2. Social organizations
3. Public policy makers

Consumer Decision Process – general stages more extended in a framework
(important!!)

1. Need recognition – decisions are
driven by needs, when desired state
= actual state than no need.
Changes are caused by life stage
changes, new tastes (fluctuations in
design preferences) and new
technologies
Changes in the actual stage due to:
 Stock depletion (need for
icecream)
 Problem removal (create a need,
dog makes rubbish)
 Problem avoidance (insurance)

2. Search for information

Internal – retrieval from memory, product already in your memory, than it is
already in your decision process
External – marketing sources: advertising, company websites, stores,
salespeople, brochures and non-marketing sources: other consumers (incl. Family
& friends), consumer organizations, government, media – gives you the
information directly

When you already like a brand and you see it
again you will even like it more. When you
hate a brand and see it, you are going to
hate it even more

Ways of searching for information:

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