In this summary of the course Consumer Behaviour (Master Business Administration 2023/2024) you will find the lecture notes and knowledge clips summarised. During the knowledge clips, the main points of the compulsory articles are discussed, which can be found in this summary. The grade I got for t...
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Knowledge clips, Articles and Lecture notes
Consumer Behaviour
MSc Business Administration Feb 2024
1
,Content
Week 1: The Psychological Core............................................................................................................................4
KC1.1 – Perception............................................................................................................................................4
KC1.2 – Attention..............................................................................................................................................6
KC1.3 – Memory................................................................................................................................................8
Lecture notes week 1........................................................................................................................................9
Week 2 – Consumer Rationality..........................................................................................................................10
KC2.2 – System 2.1 vs. System 2 Thinking.......................................................................................................10
KC2.2 – Decision-making Heuristics................................................................................................................10
KC2.3 – Biases..................................................................................................................................................11
KC2.4 – Framing...............................................................................................................................................11
KC2.5 – Anchoring Bias and the Zero Price Effect...........................................................................................12
KC2.6 – Absence vs. Presence.........................................................................................................................13
Week 3: Affective and Emotional Consumer Reactions......................................................................................14
KC3.1 – Consumer’s emotional system, and Appraisal theory of emotion....................................................14
KC3.2 – Affect, Mood, and emotion................................................................................................................14
KC3.3 – Emotions: Valence and Arousal.........................................................................................................15
KC3.4 – Ad evoked Emotions: Positive Emotions............................................................................................16
KC3.5 – Ad evoked Emotions: Negative emotions..........................................................................................17
Week 4 – Social Influence...................................................................................................................................18
KC4.1 – Social influence an introduction.........................................................................................................18
KC4.2 – Groups................................................................................................................................................19
KC4.3 – Others influence on food choice........................................................................................................19
KC4.4 – Normative (Utilitarian) social influence.............................................................................................21
KC4.5 – Social influence in retailing................................................................................................................21
KC4.6 – Impact of audience size on sharing information................................................................................22
Lecture notes week 4......................................................................................................................................24
Week 5 – Cultural Consumption and Consumers’ Lifestyle................................................................................25
KC5.1 – Intro to consumer culture..................................................................................................................25
KC5.2 – Consumer culture normative standards of beauty............................................................................26
KC5.3 – Consumer culture status....................................................................................................................27
KC5.4 – Consumer culture self-concept and lifestyle.....................................................................................28
Lecture notes week 5......................................................................................................................................30
Week 6 – Consumer and Marketing for a “Better world”..................................................................................32
KC6.1 – Motivation and consumer behavior...................................................................................................32
KC6.2 – Needs and consumer behavior..........................................................................................................32
KC6.3 – Goals and self-control........................................................................................................................33
2
,KC6.4 – Self-control failure..............................................................................................................................34
KC6.5 – How to change behavior for the better.............................................................................................35
Lecture notes week 6......................................................................................................................................36
3
, Week 1: The Psychological Core
KC1.1 – Perception
Perception: Is the awareness or understanding of sensory information. The awareness and interpretation of
reality.
Elements of consumer’s perception: (Brining the stimulus to the consumer) Exposure, attention, comprehension
How do we process what we’re exposed to?:
Sensing: immediate response
Organizing: assembling sensory evidence into something recognizable
Reacting: physical and mental responses to the stimuli
How do we organize?:
Assimilation: Share the same characteristics/ fit to the category (Coffee)
Accommodation: Share some but not all characteristics/ Need an adjustment for fit (Ice Coffee)
Contrast: Does NOT share any characteristics/ No fit to the category (Wine)
The traditional dissociation paradigm – Erdelyi, 1985
Is awareness of the stimulus necessary to influence consumer? → Consumers are influenced by stimuli even
when they are not aware of
them?
Problem: How can we measure something that consumers are not aware of?
Reingold & Merikle (1988): Whenever an indirect measure of responding is more strongly influenced by
stimulus exposure than is a comparable direct measure of responding, perception without awareness can be
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