Samenvatting
Korte samenvatting MCB 20806
Een vekorte samenvatting waarin alle belangrijke onderdelen uit het vak worden behandeld, mits ze wel in de colleges benoemd zijn. Snel leesbaar en hierdoor makkelijk te leren!
[Meer zien]Voorbeeld 2 van de 12 pagina's
Voorbeeld 2 van de 12 pagina's
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Voorbeeld van de inhoud
Verkorte samenvatting Principles of consumer scienceMarketing approach
Marketing = creating value for customers
Relation of learning to marketing
People learn to make associations in their mind. Can also be associations with brands,
products and services.
Can also be a change in behaviour, knowledge, or thinking skills that occurs trough studying,
practicing or experiencing.
Theories about learning and marketing:
Behaviourist model: Stimulus, then black box (not knowing what goes on in the mind of
customers) then response behaviour.
o Classic condition: learning that occurs when a neutral stimulus becomes associated
with a stimulus that naturally produces a behaviour. (dog is enthusiastic by seeing
feeders, without being fed)
o Operant condition: learning occurs trough the process of reinforcing an appropriate
voluntary response to a stimulus in the environment. Consequences that follow any
given behaviour could either increase or decrease that behaviour
Cognitive model: can study internal behaviour: input, mediational process (mental event),
response behaviour
o Observational: the process of learning by watching the behaviour of others.
o Incidental: unplanned and unintended. Develops while engaging in a task or activity
(learning a new word while reading a book)
o Unconditioned: unconditionally, naturally, and automatically triggering a response
(feeling hunger in response to smelling food)
Using memory in consumer situations
Memory has effect on:
How much info to collect: knowing you only have to look at the price
Which brands to search for
What features to examine: back of the ingredients or not?
These 3 lead to purchase decision
Goals
Goals: things that people want to reach in their lives, desired (end)-states
- Learning goal: mastering a skill/knowledge
o Influences variety seeking: consumers are more open to products when they are
learning a new skill
- Performance goal: passing the course
Goals (depend on situation) -> (Emotions ->) Attitudes
Process when people have a goal:
- Goal setting, theories:
o Expectancy-value: goal setting consists of 2 elements
Feasibility: how easy or difficult will it be to reach the goal?
Desirability (value): how much do you want it?
Both depend on situational and personal aspects
, o Fantasy realization theory: If you fantasize, it becomes a goal. The harder you
fantasize, the bigger the goal
o Goal systems theory: goals and ways (means) to achieve them
Bottom up priming: concert tickets (means) lead to the goal to have fun / be
prosocial. Means are low, goals are high
Top-down priming: you want to be prosocial and have fun, cross the tickets
and think: this is the way to achieve it
Goal shielding: tickets lead to prosocial, but have a negative effect on getting
your uni degree
Multiple means can lead to a goal, but one mean can also lead to multiple
goals
Marketing: show that you product is a mean for reaching goals
- Goal striving: trying to achieve the goal. Theories (also about attainment):
o Rubicon model of action phases: 4 phases, after each phase, point of no return
Pre-decision phase: review pros and cons. Examines the expected results and
achievability
Post-decision phase: decision has been made, planning implementation
Action phase: Goal has almost been reached
Post-action phase: results are evaluated
Added: implementation intentions. Specify how to reach the goal. If X occurs,
I will do Y
Daton & Spiller: the more goals, the less achieved by people who use
implementation intentions. They realize it is not doable after having
planned everything. People without i.i. try to reach everything
- Outcome
o Goal attainment: achieved the goal
o Goal disengagement: Consumer tries multiple times, but finds out that it’s not
working
o Goal re-engagement: they set a new goal after goal engagement
Attitudes
Attitude: A person’s evaluation of an object (favourable/non-favourable)
- Attitudes influences consumer behaviour towards existing and new products
Perspectives on attitudes
- Functional perspective: Form attitude, store it in your memory and use it when you
encounter the product. Stable.
- Constructive perspective: We’re not storing anything in our memory, we develop an attitude
on the spot. In te next situation, we develop a new one. Temporary, depends on
context/situation.
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Functions of attitudes (functional perspective)
- Ego-defensive: consumer have attitude to protect their self-images. Attitudes to decide
which products support the self-image
- Utilitarian: product gives you a reward or avoids a punishment
- Value-expressive: expressing the things you value most by buying a product
- Knowledge: helps consumers to form an accurate view of the world
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