Samenvatting
Full Summary Consumer Behavior
- Instelling
- Universiteit Van Amsterdam (UvA)
Full Summary of all 6 Topics with all information discussed during knowledge clips, slides, Q&A sessions
[Meer zien]Voorbeeld 4 van de 48 pagina's
Voorbeeld 4 van de 48 pagina's
In winkelwagengesponsord bericht van onze partner
Verkoper
Volgen
Voorbeeld van de inhoud
Consumer Behavior – Full SummaryWeek 1: Consumer Culture
Lecture slides week 1:
Consumer behavior: reflects the totality of consumers decisions with respect to acquisition,
consumption and disposition of goods, services, experiences, and ideas by decision making units
over time
Marketing implication of CB:
- Making promotion and marketing communication decision
- Positioning
- Making distribution decision
- Developing and implementing customer-oriented strategies
Consumer culture: commonly held societal beliefs that define what is socially gratifying within a
specific society
- Culture has important functions for consumers
- Giving meaning to objects, activities, facilitating communication
Cultural norms: the rules that specify the appropriate behavior in each situation within a specific
culture
Cultural sanction: refers to the penalties associated with performing non gratifying culturally
inconsistent behavior
- Ecology: physical characteristics that describe environment and habitat of place
- Tradition: custom and accepted
- way of structuring society
Role expectations in culture:
- specific expectations that are associated with each type of person within culture
- e.g. sex roles
- role conflict: situation where a consumer experiences conflicting expectations based on
cultural expectations
- divergence: situation in which consumers choose membership in microcultures in order to
stand out or define themselves
- values: abstract, enduring beliefs about what is right and wrong
- value system: total values and their relative importance
,Personality lifestyle and self-concept:
Lifestyles:
- distinctive models of living, including how people spend time and money
- psychographics: quantitative investigation of consumer lifestyle
Self-congruence theory:
- Self-congruence theory posits that consumers respond more positively to brands that are
in line with their global self-concept thus predicting consumers' attitudes and purchase
intention
- behavior can be explained by congruency between a consumer’s self-concept and the image
of a typical user of product
- marketers use self-congruence theory by segmenting markets into groups of consumers who
perceive high self-concept congruence with the product user image
Papers week 1:
National aggregate consumer sentiment towards marketing – by Gaski et al.
- Measuring consumer sentiment towards marketing
- Via the Index of consumer sentiment towards marketing
- Multidimensional scale designed to measure household sector sentiment and attitude
towards consumer marketing
- Describes measure, the index historical pattern and its linkages with macroeconomic
variables
, - Consumer Sentiment towards marketing gradually improved from 1984 to 2001
- Macro variables that influence consumer sentiment: consumer price index and national
saving rate (both negative impact), GDP, real disposable income per capita, unemployment
rate, S&P 500
- CPI & saving rate negative impact
- Events that influenced consumer heavier in Europe in the past 10 years: rising prices top
concern, invasion of Ukraine, extreme weather
Signaling status with luxury goods: the role of brand prominence – Han et al.
- Possessions play symbolic role in consumers lives
- Signaling status
- Brand prominence: conspicuousness of a brand mark or logo on a product
- Invisible branded luxury goods (chosen by patrician/ proletarian) cost more than very visible
branded goods (chosen by parvenu/ poseur)
- Fake goods copy loud products (poseur would choose this since they care for status but
cannot afford it)
- Patricians recognize the true value regardless of the brand and conspicuousness
- All others (proletarian, poseur, parvenu) need brand names and logos
- Patricians prefer quietly branded products
- Parvenus prefer loud products
- Poseurs prefer loud product but more likely to buy fakes
- Proletarians don’t care about the brand
- Brands need to be careful to not only be loud, listen to wants on consumer, depends on
target group
The role of normative political ideology in consumer behavior – Crockett et al.
- How political ideology affects CB
- Ideology= system of beliefs and values created by given society’s most dominant group
- Dominant group= western culture, related to capitalism
- Non dominant group= counter culture, related to anti consumption
- Paper studies how belonging to one of the groups influences the propensity to shop
- In ghetto smaller shops, higher prices, less availability of specific goods, lower quality
, - Black liberal ideology: moving to white neighborhood, integration is important, better
education, bigger shops, more availability, outshopping
- Black nationalist ideology: loyalty, outmigration sends message that black neighborhood is
undesirable place to live
- Both ideologies influence consumption
Standard of beauty: impact of mannequins in retail context – Argo et al.
- The appearance of mannequins has changed over time, used to be well fed as a sign of
welfare
- Today it is considered more attractive to be skinnier
- Mannequins’ normative signals to beauty, consumers compare themselves to
- Consumers low in appearance self-esteem respond negatively when presented with
attractive appearance-related information
- More negative perception towards mannequin when its wearing dress/ bikini, if self-esteem
is low
- Consumers with low self-esteem rate an appearance related product more negatively
- Consumers with low self-esteem rate mannequin more negatively if it has no flaws
compared to if it has imperfections
Week 2: Social influence
Lecture slides week 2:
Social influences on consumer behavior:
- Behavior is influenced by others
- WOM marketing
- Physical presence of others influences behavior e.g. sales person
Marketing source: influence derived from marketing agent e.g. advertisement, personal selling
- Reach: how many consumers are reached
- Receiver of message can answer back
- Credibility low
- Mass media delivered: ads, email, social media
Nonmarketing source: included derived from entity outside marketing organization
- Friends, family, media
- High credibility
Special sources of influence:
Opinion leader: acts as information broker between mass media and opinions
Market mavens: have information about marketplace in general
Celebrity endorsers: endorse product or brand, hybrid marketing source, credibility is lower than
opinion leaders
Influencers: ability to influence potential buyers of product by promoting and recommending it on
social media
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 antoniah3. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €6,99. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 59063 samenvattingen verkocht
Opgericht in 2010, al 15 jaar dé plek om samenvattingen te kopen