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Summary MCB-20806: Principles of consumer studies
- Instelling
- Wageningen University (WUR)
Complete summary of articles, knowledge clips and lectures of the four approaches.
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1.
What are the three elements of the theory of planned behaviour?
Antwoord: 1. Attitude towards behaviour: the degree to wich a person has a positive or negative evaluation of the behaviour in question. 2. subjective norm: perceived social pressure to perform or not perform a behaviour. 3. perceived behavioural control: perceived ease or difficulty of performing the behaviour.
2.
What is a attitude?
Antwoord: Attitude is a summary evaluation of an object captured in attribute dimensions (good-bad,harmful-beneficial, pleasant- unpleasant)
3.
Explain the functional perspective on attitudes
Antwoord: Attitudes are stable objectives stored in memory and they serve functions. Like organizing knowledge, utility (punishment or reward), expression and reward.
4.
Explain the constructive perspective on attitudes
Antwoord: Temporary evaluations of a objectthat are developed on the spot. Depend on specific goals at that point and depend on the context.
5.
What are the 4 functions of the functional perspective on attitudes?
Antwoord: 1. Utilitarian function: reward or punishment. Ads that communicate thedirect product benefit (drink coke just for the taste)2. Value-expresive function: consumers central value or self-concept. Whatdoes the product say about the person. 3. Ego-defensive function: protect person from external treaths or internalfeelings. Product that appeal insecurities: deodorant, women’s products,cigarettes (macho image). 4. Knowledge function: attitude formed for new order, structure or meaning.When person is confronted with new products
6.
Attitudes can serve more than one function?
Antwoord: Attitudes can serve more than one function, but in many cases one is dominant.
7.
The three elemets of the ABC model are:
Antwoord: 1. Affect: the way a consumerfeels about an attitude object 2. Behaviour: person’s intentionsto do something, but does not always result in actual behaviour- 3. Cognition: beliefs a consumerhas about an attitude.
8.
The standard learning hierarchy assumes that:
Antwoord: Consumers are highly evolved when making purchase dicisions (Think>feel>do)
9.
The low involvement hierarchy assumes that:
Antwoord: Consumer has no strong preference for one brand or another, but forms opinion after buying (Do>feel>think)
10.
The experiential hierarchy assumes that:
Antwoord: Consumers have emotional responses towards product attributes that form their attitude(Feel>think>do)
Voorbeeld van de inhoud
Table of contentsLecture 1: introduction............................................................................................................................ 2
Lecture 2: Attitudes................................................................................................................................. 2
Lecture 3 cognitions and emotions......................................................................................................... 6
Lecture 4 motivation and needs.............................................................................................................. 9
Lecture 5 dialogue and framing............................................................................................................ 11
Lecture 6 Groups and behaviour.......................................................................................................... 13
Lecture 7: trust, conflict and negotiations............................................................................................. 17
Lecture 8: culture and consumption...................................................................................................... 21
Lecture 9: Social practises.................................................................................................................... 25
Lecture 10: social inequality................................................................................................................. 27
Lecture 11: Income and wealth............................................................................................................. 28
Lecture 12: Life cycles.......................................................................................................................... 33
Lecture 13: Financial vulnerability......................................................................................................... 38
Principles of consumer studies
,How to read scientific articles
After reading article explain theory, including definition of elements and how these elements relate to
each other. And the end of your studies you should have an overview of existing theories in your field.
Empirical journal article
Empirical journal shows data to support proposed theory. Skip learning detailed numbers, but
remember how the authors have tested their theory. Which type of experiments did they do and how
many times was their theory tested. Empirical article closes with general discussion, helps to put
theory in perspective. Usually, this section does not present new literature that you should know for
exam.
Review/ conceptual article
Gives overview over a particular theory or concept. Normally starts with overview of theoretical
development, then discuss particular important elements of the theory or concept. Finally describe
possible future developments and areas where more research needs to be done.
Lecture 1: introduction
Marketing and consumer behavior approach
Marketing focusses on how can from a company perspective customers and consumers be satisfied
(create value). Consumer perspective, how do consumers think, behave and feel related to
companies, products and consumption situations. Marketing focusses on segmenting consumers in
different groups and adjusting company activities to this group. Marketing and consumer behavior
research focusses on an individual making a decision about a product or company and then studies
how situational factors effect this decision.
Communication approach
Three themes: communication for innovation and change, communication and behavior change and
communication and engagement with differences. How, why and about what consumers interact and
come to decisions.
Sociology approach
Connections between individual and society. Three themes: practices, culture and inequality.
Economics approach
Three topics: income and wealth in relation to consumption, financial vulnerability of households and
life cycles.
Lecture 2: Attitudes
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human
Decision Processes, 50, 179–211.
The Theory of Planned Behaviour is built out of a number of constructs. The first construct is the
attitude towards the act or behaviour. That is, an individual’s belief of whether a certain behaviour
or act makes a positive or negative contribution to that person’s life. A second construct is called
subjective norm. This construct focuses on everything around the individual. In other words his or
her social network, cultural norms, group beliefs and so on. A third construct is called perceived
behavioural control. This construct refers to a person’s belief of how easy or hard it is to display a
certain behaviour or act in a certain way.
We can use the theory to predict that if a person has a positive attitude towards an act or
behaviour, and they are surrounded by favourable social norms and they have a high level of
perceived behavioural control, these are the best predictors for forming a behavioural intention and
in turn, they will lead to the person actually displaying the behaviour or act.
,Solomon, M. R., Bamossy, G. J., Askegaard, S. T., & Hogg, M. K. (2013). Attitudes (Chapter
8). In M. R. Solomon, G. J. Bamossy, S. T. Askegaard, & Hoog, M. K. (Eds.), Consumer
Behaviour: A European perspective (5th edition, pp. 291–306). Pearson.
- Utilitarian function: reward or punishment. Ads that communicate the direct product benefit
(drink coke just for the taste).
- Value-expresive function: consumers central value or self-concept. What does the product
say about the person.
- Ego-defensive function: protect person from external treaths or internal feelings. Product
that appeal insecurities: deodorant, women’s products, cigarettes (macho image).
- Knowledge function: attitude formed for new order, structure or meaning. When person is
confronted with new products
Attitudes can serve more than one function, but in many cases one is dominant.
Solomon, M. R., Bamossy, G. J., Askegaard, S. T., & Hogg, M. K. (2013). Attitudes (Chapter
8). In M. R. Solomon, G. J. Bamossy, S. T. Askegaard, & Hoog, M. K. (Eds.), Consumer
Behaviour: A European perspective (5th edition, pp. 291–306). Pearson.
The ABC-model
- Affect: the way a consumer feels about an attitude object
- Behaviour: person’s intentions to do something, but does not always result in actual
behaviour
- Cognition: beliefs a consumer has about an attitude.
The standard learning hierarchy
Consumers attitudes cannot be determined simple by identifying their beliefs. Hierarchy of effects
to explain relative impact of the three components.
- Think>feel>do (beliefs>affect>behaviour): consumers bonds with product over time, is
consumer is highly involved.
Low involvement hierarchy
- Do>feel>think (beliefs>behaviour> affect: buys product forms opinion about it after.
Involvement paradox: the less important the product is, the more important are many
marketing stimuli.
The experiential hierarchy
- Feel>think>do (affect>behaviour>beliefs): emotional involvement. How the person feels
about the advertisement etc.
Levels of commitment to an attitude
- Compliance: lowest levels of involvement
- Identification: attitudes are formed in order to be part of a group
- Internalization: high level of involvement, attitudes become part of value system
,Consistency principle
Consumers value harmony among their thoughts, feelings and behaviours. They are motivated to
maintain uniformity.
Cognitive dissonance theory
Consumers are motivated to reduce negative state when there is conflict between attitudes and
behaviour. Cognitive elements “smoking causes cancer” and “I’m a smoker” are dissonant.
Discomfort can be stopped by eliminating (stop smoking), adding (everyone is family smokes and
is healthy) and changing information (questioning research linking smoking to cancer). Consumers
evaluate products higher after purchasing them.
Self-perception theory
Assumes that people use observations of their own behaviour to determine what their attitudes are.
Social judgement theory
People assimilate new information about attitudes objects in the light of what they already know or
feel (framing).
Balance theory
1. A person and their perceptions
2. An attitude object
3. Some other person or object
Example: Monica likes Antony, but she does not like his tattoo. She can now decide to not like him
after all or change her beliefs about tattoo
Multi-attribute attitude models
Assumes that consumers attitude towards product or brand can be predicted by specifying the
beliefs.
- Attributes are charities for the attitude object
- Beliefs are cognitions about an attitude object
- Importance weights reflect the relative priority
Knowledge clip
Functional perspective on attitudes
- Stable objectives stored in memory
- Serve functions: organize knowledge, utility (punishment or reward), expression and
protection.
Constructive perspective on attitudes
- Temporary evaluations of object that are develop on the spot
- Specific goals at that point: effort, salient object attributes, context
Attitude is a summary evaluation of an object captured in attribute dimensions (good-bad, harmful-
beneficial, pleasant- unpleasant)
Lecture
Example of function commercials (functional perspective)
- Axe voortijdige zweetlozing: ego defensive- protects ego from fears
- Medicine commercial: knowledge function- you need more than just medicine, provide
information/ knowledge
- Identical twin experiment: utilitarian function- gives reward, you look better when you chew
gum.
- Nike women’s sports commercial: value expressive- Nike expresses who I am, you are the
type of person who wears Nike.
Example of constructive
Searching for a family car, before owned a bleu sports car. Will not work with 2 kids, so in need of
a family car. First positive attitude towards a sports car, but now negative attitude towards a sports
car. Because it is not convenient anymore.
Goals>motivation>attitude
, How to form an attitude
Compared to attitudes, beliefs are objective (there is no judgement, they do not have to be correct)
attitudes are opinion based.
Expectancy-value theory = Attitude is beliefs x subjective evaluation (high heels make you look
taller, I like looking taller) (otters swim with their hand held, otters are cute)
Order depends on ABC-model (functional perspective)
What if we have to make an important decision, but we are in are hurry?
- Standard learning hierarchy: important, but takes lots of time.
- Low involvement hierarchy: limited beliefs> behaviour> affect. For example free samples,
offers. People are not really involved with the product, typical groceries. Limited
importance.
- Experiential hierarchy: based on emotions, what a consumer feels. Impulse buys, see a
product and then want to buy it.
The functional perspective cannot deal with important decision in a hurry. Constructive perspective
can deal with this> automatic intuitive processing.
Direct experience with an object
Using your senses to form an evolution is low involvement hierarchy.
Difference between functional and constructive
Functional perspective Constructive perspective
stable Temporary
Saved form memory Dependent on context
Serve general function Serve specific goals
Cannot cover important decisions when in Covers important decisions when in a
a hurry hurry
Direct experience in low involvement Direct experiences in perceptions/senses
hierarchy
- Self-perception theory
- Cognitive dissonance
- Theory of planned behaviour
Other theory’s
Self-perception theory: self-observation. Sometimes you don’t have an opinion, you do something
and you think I must have this opinion/ attitude.
Theory of cognitive dissonance : if you have 2 confusing attitudes, you want to change one.
Theory of reasoned action : normative beliefs x evaluation> subjective norms> intention> behaviour.
Theory of planned behaviour
Attitude: When you have a negative attitude towards organ donation, you don’t want to be one
Subj. norms: people around you don’t want you to be an organ donor
PBC: no control over being an organ donor
- Theory does not perfectly work, because focus on single behaviour, no long term.
- Works hardly when participants are students
- Theory is very limited
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