In this summary of the course Consumer Behaviour (Master Business Administration - UvA 2023/2024) you will find the articles summarised based on what the lecturer indicated was important during the lectures and in the knowledge clips. The grade I got for the exam 8,1/10.
Article Man insight Main effect In what way does it affect In what situation can we Important info/ Extra
consumers/ marketers? apply this theory/ which
products do they use?
Stimulus recognition and the Subliminal stimuli Frequency on liking rating: If you expose stimuli at a Results held true in both Supraliminal: detected and
mere exposure effect – (processed unconsciously) Frequently exposed stimuli subliminal exposure to polygon and photograph stimuli enters the conscious
(Bornstein et al., 1992) produce significantly received more positive ratings people, the mere exposure awareness
stronger mere exposure than infrequently exposed Subliminal: detected by
effect is stronger. So people
effects than do stimuli that stimuli sense but does not enter
like the stimulus more if they
are clearly recognized/ conscious awareness
Exposure duration on liking are unconsciously exposed to
processed consciously
rating: 5ms (subliminal) received things. Mere exposure effect:
(supraliminal)
higher ratings than unreinforced exposure is
Overall the 500ms stimuli
500ms(supraliminal) sufficient to enhance attitude
received significantly higher
towards the stimulus. (the more
recognition ratings than the Interaction between duration &
repetition the more you will like
5ms stimuli frequency: 5ms stimuli
it)
produced a significantly
stronger mere exposure effect
than 500ms stimuli did
Shining in in the centre: We devote more Only attention mediates The centre is a very →Vitamin brands and meal The centre-stage effect/
Central gaze cascade effect on attention to the centre (explains) the effect of important location, because replace bars Inference: best products
product choice – (Atalay et al., in the beginning horizontal centre on 1) people devote more are placed in centre (better
* they used eye-tracking as a quality & more popular)
2012) People also go back to brand choice and 2) attention to the centre and
measure Central fixation bias: look at
the centre in the final brand purchase are more likely to choose
the centre of the scene,
stage of the task The effect is more items which are in the preference for pupils in a
pronounced in the centre. central position
INITIAL 5 seconds Increased visual
Important how to mange
The effect is more attention/duration: the
consumer attention
pronounced in the FINAL longer you look at an item
5 seconds the higher choice likelihood
Gaze cascade effect: individuals
display an avalanche of fixations
on the to-be-chosen object in
the final seconds of the gaze
duration
,The mere association effect Hypotheses 1: priming B is Attitude product: If we prime “B” we can → Medical institution: A—B—C (C has some
and brand evaluations – sufficient to create an implicit create a (positive) secondary - Mayo clinic associations with B NOT relevant
Mayonnaise ad (3.71) had
(Dimofte et al., 2011) transfer of secondary cognitive cognitive association transfer - Cleveland enter to A)
lower evaluation than
association (attitude product) to
ketchup ad (4.87) in the from “A” towards “C”
A from C supported → Packaging:
“Mayo Clinic” condition
- Mayonnaise (related stimulus) Mere association effect: Implicit
Not only knowledge but also
→There was no difference in - Ketchup (unrelated stimulus) transfer of meanings or affect
affect can be transferred via an If we prime “B” we can
evaluation for the “Cleveland from logically unrelated stimuli
indirect path create positive
center” condition
Hypotheses 2: priming B is valence/associations from
Attitude Mayo Clinic:
sufficient for positive or negative “C” towards “A”
valence (attitude Mayo clinic) Association of Mayonnaise
associated with C to become ad (6.14) was higher than
implicitly associated with A association of ketchup
supported (5.85) in the “Mayo clinic”
condition
→There was no difference in
association for the “Cleveland
center” condition
, An integrative review of 1. Touch/ Haptics: People who receive interpersonal touch: To create subconscious Touch/ Haptics: in Sensory marketing: marketing
Leave higher tips; are more satisfied, comply with requests to sample or buy; triggers that characterize restaurant before you pay that engages the consumers'
sensory marketing: Engaging
take their medications; help others; let others cut in line → creates a sense consumer perceptions of senses and affects their
the senses to affect the bill (increases tip)
of interpersonal connection
abstract notions of the Smell: fresh bread in perception, judgment and
perception, judgment and
2. Smell: Memory for scents persist, and memories triggered by scent are product (e.g., its supermarket or popcorn in behavior.
behavior – (Krishna, 2012) emotional: Increases memory for associated information; trigger emotions; sophistication or quality). cinema
enhance product and store evaluations; enhance shopping time and variety Crossmodal interactions:
Subconscious triggers Hearing: example of two
seeking Congruency happens when
which appeal to the basic guys which is Bob? (fatter there is an alignment with two
3. Hearing/ sound symbolism: Is the idea that vocal sounds or phonemes senses may be a more one) sensory modalities Arousing
carry meaning in and of themselves. We recognize properties that sounds efficient way to engage
and images have in common and abstract them to store them independently
Taste: qualities of a scent ( a strong
consumers.
Vision: colours flavour) and music (fast tempo)
4. Taste: Chandon & Wansink (2007), when fast-food restaurants claim to be Also, these sensory triggers
→ improves approach
healthy (Subway) versus not (McDonald's), people are more likely to may result in consumers'
behaviours.
underestimate the calories contained in main dishes and thereby to choose self-generation of
higher-calorie side dishes (desirable) brand
5. Vision: We attach meaning to colours through learned associations and attributes, rather than
biological predispositions those verbally provided by
the advertiser.
How consumers are affected Regardless of trial (so taste meant ‘75% lean’ ground beef If product attributes are framed Food tasting ground beef Framing effect: a cognitive bias in
first and then got the information, (positive framing) or ‘25% fat’ in the “GAIN” frame the product which people choose differently on
by the framing of attribute
or got the information first and then ground beef (negative framing) gets evaluated better. how it’s presented. Highlighting the
information before and after same decision positive or negative
tasted the meat), “LEAN” frame Taste + information or
consuming the product – leads to better evaluation (good Framing of the product might leads to changes in attractiveness.
Information + taste
(Levin & Gaeth, 1988) tasting, high quality etc..) affect our perception of the
Prospect theory: behavioural
quality of the product model that shows how people
decide between alternatives that
involve risk and uncertainty. It
shows that people are loss averse
(avoid risk). People will take risk to
avoid losses, but they want to avoid
risk to protect certain gains.
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