Summary of material covered (preparations for lectures and notes during class) for the course consumer behavior at the free university of Amsterdam. period 4 (february to march 2024).
Consumer behavior
entails all consumer ac0vi0es associated with the purchase, use, and disposal of goods and
services, including the consumer’s emo0onal, mental, and behavioral responses that
precede, determine or follow these ac0vi0es.
Consumer behavior:
1. Individual consumers: purchase goods and services to sa0sfy their own personal
needs.
2. Organiza0onal consumers: purchase goods and services to produce other goods,
resell them to other organiza0ons/consumers, help manage and run their
organiza0ons.
Consumer ac1vi1es Consumer responses
Purchase ac0vi0es= how they acquire goods Emo0onal (affec0ve responses) = reflect a
and services, and everything done leading consumer’s emo0ons, feelings, and moods.
up to the purchase.
Use= where, when, and how consump0ons Mental (cogni0ve responses) = include a
take place. consumer’s thought processes, opinions,
beliefs, aNtudes.
Disposal=the ways consumers get rid of Behavioral= decisions and ac0ons during
product and/or packaging aPer the purchase, use and disposal.
consump0on.
Why study consumer behavior?
- To improve business performance
- To influence public policy
- To educate and help consumers make beVer decisions
Marke1ng concept = the idea that firms should discover and sa0sfy customer needs and
wants in an efficient and profitable manner, while benefi0ng the long-term interests of
society.
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, Customer perceived value = the consumer’s overall assessment of the u0lity of a product
based on percep0ons of what is received and what is given.
Customer delight = customer benefits that not only meet, but also exceed expecta0ons in
unan0cipated ways.
The past several decades has seen changes in the methods used by researchers to examine
consumer behavior. The three well-known methodologies: mo0va0onal, behavioral science,
and interpre0vsm.
• Mo1va1onal research
Mo0va0onal research, developed by Freudian psychoanalyst Ernest Dichter post-
World War II, applied psychoanaly0c concepts to consumer behavior, using in-depth
interviews to reveal unconscious mo0va0ons. Despite falling out of favor in the 1960s
due to cri0cisms of its subjec0ve methodology and imprac0cality, it introduced two
key contribu/ons to consumer research:
- A focus on understanding consumer mo/va/ons
- The use of in-depth interviewing techniques
• Behavioral science
Behavioral science applies the scien0fic method to study consumer behavior through
systema0c procedures aimed at explaining, controlling, and predic0ng it. It employs
methods like those in natural sciences but faces challenges in interpreta0on due to its
focus on people. Key approaches include controlled experiments and marke/ng
science techniques like computer simula/ons and mathema/cal modeling.
• Interpre1vism (or porstmodernism)
Interpre0vism offers an alterna0ve to the scien0fic approach of behavioral science,
focusing on the subjec0ve reali0es of consumers seen as non-ra0onal beings. This
approach emphasizes the collec/on and interpreta/on of data to understand
consumer experiences and behaviors from a wider societal context.
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