Overview
Week 1: Consumers’ Culture 3
Clip 1: Introduction 3
Clip 2: Personality and lifestyle 4
Article Argo and Dahl 2018: Standards of Beauty: The Impact of Mannequins in the Retail
Context 4
Clip 3: Microculture: Ethnicity and consumer’s ideology 6
Article Crockett and Wallendorf 2004: The Role of Normative Political Ideology in Consumer
Behavior 6
Clip 4: Diversity Household and Social Status 8
Article Han, Nunes and Dreze (2010). Signaling status with luxury goods: The role of brand
prominence. 8
Article Gaski & Etzel (2005) - National Aggregate Consumer Sentiment toward Marketing: A
Thirty-Year Retrospective and Analysis (not in clips) 9
Week 2: Social influence 10
Clip 1: Social Influence introduction 10
Clip 2: Social Influence on body type 12
Article McFerran et al. (2010): I’ll Have What She’s Having: Effects of Social Influence and Body
Type on the Food Choices of Others 12
Clip 3: Word of Mouth 13
Article Chae et al. (2017): Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns 13
Clip 4: Presence of others 14
Article Argo & Dahl (2020): Social Influence in the Retail Context: A Contemporary Review of the
Literature 14
Article Warren & Campbell (2014): What Makes Things Cool? How Autonomy Influences
Perceived Coolness (Not in Clips). 15
Q&A session 2 notes 16
Article Warren & Campbell 17
Week 3: Psychological Core 17
Clip 1: Introduction to Psychological Core 17
Clip 2: The effect of involvement 18
Article Celsi and Olson 1988: The Role of Involvement in Attention and Comprehension
Processes 18
Clip 3: Preattentive Mere Exposure 21
Article Janiszewski 1993: Preattentive Mere Exposure Effects 21
Clip 4: Memory 23
Article Dimofte and Yalch 2011: The mere association effect and brand evaluations 23
Q&A session 3 notes 25
Article Krishna: An integrative review of sensory marketing: Engaging the senses to affect
perception, judgment and behavior 25
Week 4: Affective and Emotional Consumer Reactions 27
Clip 1: Introduction, Consumers' emotional system, and Appraisal theory of emotion 27
Clip 2: Affect, Mood, and Emotion 27
Mood Regulation: Valence and arousal (Article Di Muro & Murray (2012)) 28
Clip 3: Emotions: Valence and Arousal 28
Arousal and information processing (Article Sanbonmatsu & Kardes (1988)) 28
Emotions and Viral content (Article Berger & Milkman (2011)) 29
Clip 4: Ad-evoked Emotions: Positive Emotions 29
Article Pham, Geuens, & Pelsmacker (2013) 29
Clip 5: Ad evoked Emotions: Negative emotions 30
Q&A session 4 notes 31
Week 5: Consumer (Ir)rationality 34
, Clip 1: Introduction 34
Clip 2: System 1 vs. System 2 Thinking 34
Clip 3: Decision-making Heuristics 35
Clip 4: Biases 36
Clip 5: Framing 37
Framing: Attribute - Article Levin and Gaeth, 1988
How consumers are affected by the framing of attribute information? 37
Framing: Discount - Article Khan and Dhar, 2010
How to frame discounts for product bundles? 38
Clip 6: Anchoring Bias and the Zero Price Effect 38
Article Shampanier, K., Mazar, N., & Ariely, D. (2007) 38
Clip 7: Absence vs. Presence 39
Article Hsee et al. 1999: Evaluation mode and Preference Reversal 39
Q&A session 5 notes 40
Week 6: Consumers and Marketing for a “Better World” 42
Clip 1: Motivation and consumer behavior 42
Clip 2: Needs and consumer behavior 43
Clip 3: Goals and Self-control 44
Kivetz et al (2006) Stamps for free coffee experiment 44
Clip 4: Self-control Failure (Justification & Licensing) 45
Justification - Article Okada (2005) 46
Licensing effect - Article Khan and Dhar (2006) 46
Clip 5: How to change behavior for the better 46
Article Goldstein et al 2008 - Social norms to motivate 47
Q&A session 6 notes 48
Article Kivetz et al. 2006: The Goal-Gradient Hypothesis Resurrected: Purchase Acceleration,
Illusionary Goal Progress, and Customer Retention 48
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,Week 1: Consumers’ Culture
Clip 1: Introduction
Definition: Consumer culture represents the commonly held social beliefs that define what is socially
gratifying within a specific society.
Culture has important functions for consumers.
These functions shape the value of consumer activities and include:
• Giving meaning to objects
• Giving meaning to activities
• Facilitating communication
Cultural norms:
The rules that specify the appropriate behavior in a given situation
within a specific culture. Most, but not all, cultural norms are
unwritten and simply understood by members of a cultural group.
A cultural sanction refers to the penalties associated with
performing non-gratifying culturally inconsistent behaviour.
Role expectations:
The specific expectations that are associated with each type of
person within a culture. Each culture has certain role expectations
for its members. E.g., sex roles refer to the societal expectations for
men and women among members of a cultural group.
Role conflict – a situation where a consumer experiences
conflicting expectations based on cultural expectations (e.g.,
following beauty standards).
Divergence – a situation in which consumers choose membership in microcultures in order to stand out
or define themselves (e.g., specifically not following beauty standards).
Values: Abstract, enduring beliefs about what is right, wrong, important or good/bad.
Value System: Our total values and their relative importance
Core societal values (Hofstede):
Differ for each country
3
, Clip 2: Personality and lifestyle
Lifestyles: Distinctive modes of living, including how people spend their time and money.
Psychographics: Quantitative investigation of consumer lifestyle.
VALS method:
- Proprietary research
methodology used for
psychographic market
segmentation.
- Market segmentation is
designed to guide companies
in tailoring their products and
services in order to appeal to
the people most likely to
purchase them.
- 2 main types Innovators vs.
Survivors, 6 sub-types
Geodemographic techniques:
Techniques that provide data on consumer expenditures and socioeconomic variables with geographic
information in order to identify commonalities in consumption patterns of households in various regions.
Demographics:
Self-congruent theory:
Behaviour can be explained by congruency between a consumer's
self-concept and the image of a typical user of the product. Marketers can use congruency theory by
segmenting markets into groups of consumers who perceive high-self-concept congruence with the
product-user image. (E.g., often used for perfume ads targeting luxury seekers).
Article Argo and Dahl 2018: Standards of Beauty: The Impact of Mannequins in the Retail Context
Across six studies, a female mannequin is demonstrated to have negative implications for both male and female consumers low in
appearance self-esteem. In particular, consumers who are lower in appearance self-esteem evaluate a product displayed by a
mannequin more negatively as compared with consumers higher in appearance self-esteem. As mannequins signal the normative
standard of beauty and consumers with low self-esteem in regard to their appearance believe they fail to meet this standard, these
consumers become threatened by the beauty standard when exposed to a mannequin and in response denigrate the product the
mannequin is displaying. We provide evidence for the underlying process in three ways: 1) through the finding that the effect for
male and female consumers with low appearance self-esteem arises only when the mannequin is displaying an appearance-related
product, 2) through mediation analysis demonstrating that the mannequin conveys society’s standard of beauty and that this
negatively impacts product evaluations, and 3) through mitigation of the effect by removing the presence of threat via a
self-affirmation task or decreasing the mannequin’s beauty (e.g., marking its face, removing its hair, or removing its head).
Studies the interception of individual-specific variables (self-esteem, appearance) with cultural value
(standard of beauty).
Why mannequins: The appearance of female mannequins has mirrored society’s current notion of
feminine perfection. During the Depression when food was scarce, mannequins appeared affluent and
well-fed (i.e., fitting size 18 dresses). In contrast, today it is considered more attractive to be thinner
(mannequins more commonly tout a size 4 or 6 figure (Tidy 2012)).
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