This is a summary for the course 'Consumer Behaviour' by S. Bruyneel and A. Grubliauskiene (B-KUL-D0R13A). It is based on the lectures, the slides provided during those lectures, the papers discussed during the lectures, and the course book titled 'Consumer Behavior'. It contains everything from t...
Summary book Consumer Behavior Hoyer, Chapters 1 - 18 in English
Test bank for Consumer Behavior 7th Edition by Wayne Hoyer (Author), Deborah J. MacInnis (Author), Rik Pieters A+
Summary Book chapters 1 t/m 10 + 17 Consumer Behavior
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Katholieke Universiteit Leuven (KU Leuven)
Bedrijfscommunicatie
Consumer Behaviour (BKULD0R13A)
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Master in de Bedrijfscommunicatie
Consumer behaviour
Summary 2019-2020
, Disclaimer: this summary is based on:
- The lectures given by Aiste Grubliauskiene, PhD at the KU Leuven in 2019
- The slides accompanying the lectures
- Papers discussed during the lectures. The titles and authors of those papers are clearly stated.
- Consumer Behavior, written by Hoyer, Macinnis, and Pieters:
Hoyer, Wayne D, MacInnis, Deborah J, and Pieters, Rik. Consumer Behavior. 7th ed. Boston, MA: Cengage
Learning, 2018. Print.
1
,Introduction and experiments ................................................................................................................................ 8
Definition ............................................................................................................................................................ 8
Studying consumer behavior .............................................................................................................................. 9
Consumer behavior research methods ............................................................................................................ 10
Experiments .................................................................................................................................................. 10
Experiments vs. surveys:............................................................................................................................... 11
Lecture 2: Motivation ........................................................................................................................................... 13
Drivers of motivation ........................................................................................................................................ 13
Personal relevance (page 48) ....................................................................................................................... 13
Perceived risk ................................................................................................................................................ 17
Paper: The “Shaken Self”: Product Choices as a Means of Restoring Self-View Confidence (Gao, Wheeler,
Shiv) .................................................................................................................................................................. 18
Study 2 .......................................................................................................................................................... 18
Study 3 .......................................................................................................................................................... 19
Paper: Tempt Me Just a Little Bit More: The Effect of Prior Food Temptation Actionability on Goal Activation
and Consumption (Geyskens, Dewitte, Pandelaere, Warlop) .......................................................................... 21
Study 2 .......................................................................................................................................................... 22
Study 3A ........................................................................................................................................................ 23
Study 3B ........................................................................................................................................................ 23
Conclusion .................................................................................................................................................... 24
Other studies: children ................................................................................................................................. 24
Lecture 3: Memory and Knowledge ..................................................................................................................... 25
Memory ............................................................................................................................................................ 25
Knowledge ........................................................................................................................................................ 26
Content ......................................................................................................................................................... 26
Structure ....................................................................................................................................................... 28
Flexibility ....................................................................................................................................................... 29
Memory and retrieval ....................................................................................................................................... 31
Paper: It’s the Mind-Set That Matters: The Role of Construal Level and Message Framing in Influencing
Consumer Efficacy and Conservation Behaviors (White, MacDonnell, Dahl) ................................................... 32
Paper: Inhibited from Bowling Alone (Ratner, Hamilton)................................................................................. 36
Study 3 .......................................................................................................................................................... 38
Study 4 .......................................................................................................................................................... 38
Study 5 .......................................................................................................................................................... 39
Lecture 4: Attitudes Based on High Effort ............................................................................................................ 40
Attitude ............................................................................................................................................................. 40
Characteristics of attitudes: .......................................................................................................................... 40
Approaches to attitude formation and change ............................................................................................ 40
Cognitive foundations of attitudes ............................................................................................................... 41
2
, How cognitively based attitudes are influenced .......................................................................................... 44
Affective (emotional) foundations of attitudes (p. 139-141) ....................................................................... 45
How affectively based attitudes are influenced ........................................................................................... 46
When do attitudes predict behaviour? ........................................................................................................ 47
Attitude toward the ad (Aad) (p. 144) .......................................................................................................... 48
Paper: A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels
(Goldstein, Cialdini, Griskevicius) ..................................................................................................................... 48
Reusing towels .............................................................................................................................................. 48
Paper: A Terror Management Perspective on the Persuasiveness of Fear Appeals (Shehryar, Hunt) ............. 51
Terror management theory .......................................................................................................................... 51
Drinking and driving...................................................................................................................................... 51
Study 1: Mortality salience vs. not ............................................................................................................... 52
Study 2: Delay ............................................................................................................................................... 53
Discussion ..................................................................................................................................................... 54
Lecture 5: Social Influence .................................................................................................................................... 55
Sources of influence ......................................................................................................................................... 55
Opinion leaders............................................................................................................................................. 56
Reference groups as sources of influence ........................................................................................................ 56
Types of reference groups ............................................................................................................................ 57
Characteristics of reference groups .............................................................................................................. 57
Reference groups affect consumer socialization .......................................................................................... 58
Normative influence ......................................................................................................................................... 59
How normative influence can affect consumer behavior ............................................................................ 59
Normative influence strength....................................................................................................................... 60
Informational Influence .................................................................................................................................... 60
Factors affection informational influence strength ...................................................................................... 61
Descriptive dimensions of information ........................................................................................................ 61
Word of mouth ............................................................................................................................................. 61
Paper: Is Happiness Shared Doubled and Sadness Shared Halved? Social Influence on Enjoyment of Hedonic
Experiences (Raghunathan, Corfman) .............................................................................................................. 62
How do others’ opinions about shared stimuli affect the enjoyment of the shared stimuli? ...................... 62
Congruence ................................................................................................................................................... 63
Experiment 1................................................................................................................................................. 63
Experiment 2................................................................................................................................................. 64
Additional ..................................................................................................................................................... 64
Discussion ..................................................................................................................................................... 65
Conspicuous consumption ................................................................................................................................ 65
Conspicuous consumption as a signal of wealth .......................................................................................... 65
Conspicuous consumption more broadly ..................................................................................................... 65
3
, Why do people engage in conspicuous consumption? ................................................................................ 65
Conspicuous consumption ............................................................................................................................ 66
Social cost of dishonest signaling ................................................................................................................. 66
Paper: Signaling Status with Luxury Goods: The Role of Brand Prominence (Jee Han, Nunes, Drèze) ............ 67
Study 1 .......................................................................................................................................................... 67
Study 2 .......................................................................................................................................................... 68
Study 3 .......................................................................................................................................................... 69
Study 4 .......................................................................................................................................................... 70
Lecture 6: Attitudes Based on Low Effort ............................................................................................................. 72
Approaches to attitude formation and change ................................................................................................ 72
Low-effort situation .......................................................................................................................................... 72
Unconscious influences .................................................................................................................................... 73
Cognitive bases ................................................................................................................................................. 73
Cognitive bases of attitudes ......................................................................................................................... 73
Characteristics of communication that influences cognitive attitudes ........................................................ 73
Affective bases .................................................................................................................................................. 74
Mere exposure effect ................................................................................................................................... 74
Classical and evaluative conditioning ........................................................................................................... 75
Attitude toward the ad ................................................................................................................................. 77
Mood ............................................................................................................................................................ 77
Factors influencing affective attitudes ............................................................................................................. 77
Sexual messages ........................................................................................................................................... 79
Attitude measurement ..................................................................................................................................... 81
Direct: self-report ......................................................................................................................................... 81
Indirect: projective techniques or choice ..................................................................................................... 82
Papers ............................................................................................................................................................... 83
Evolutionary approach.................................................................................................................................. 83
Adaptations .................................................................................................................................................. 83
Paper: Fear and Loving in Las Vegas: Evolution, Emotion, and Persuasion (Griskevicius, Goldstein,
Mortensen, Sundie, Cialdini, Kenrick) ............................................................................................................... 85
Different theoretical approaches ................................................................................................................. 85
Fear and loving ............................................................................................................................................. 85
Experiment 1A and 1B .................................................................................................................................. 86
Experiment 2................................................................................................................................................. 87
Paper: Consumer’s Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on
Perceptions of an Influence Agent (Campbell, Kirmani) ................................................................................... 88
Persuasion knowledge .................................................................................................................................. 88
Objectives ..................................................................................................................................................... 88
Cognitive capacity ......................................................................................................................................... 89
4
, Accessibility of ulterior motives.................................................................................................................... 89
Hypothesis .................................................................................................................................................... 89
Four scenario studies .................................................................................................................................... 89
Lecture 7: Decision Making Based on High Effort................................................................................................. 92
High-effort consumer decisions ........................................................................................................................ 92
Types of decisions in high-effort situations .................................................................................................. 93
Thought-based/cognition-based decisions....................................................................................................... 94
Types of cognitive choice models ................................................................................................................. 94
Decision based on brands (p. 216) ............................................................................................................... 94
Decisions based on product attributes (p. 217)............................................................................................ 95
Decisions based on gains and losses (p. 218) ............................................................................................... 95
Feeling-based decisions .................................................................................................................................... 97
Appraisals and feelings (p. 220) .................................................................................................................... 97
Affective forecasts and choices .................................................................................................................... 98
Imagery (p. 221)............................................................................................................................................ 98
What affects decisions? .................................................................................................................................... 98
Consumer characteristics ............................................................................................................................. 98
Decision characteristics .............................................................................................................................. 100
Group decision making ............................................................................................................................... 100
Paper: System 1 and System 2 Thinking (Kahneman)..................................................................................... 101
Paper: In Search of Homo Economicus: Cognitive Noise and the Role of Emotion in Preference Consistency
(Lee, Amir, Ariely) ........................................................................................................................................... 101
Paper: When Choice is Demotivating: Can One Desire Too Much of a Good Thing? (Iyengar, Lepper) ......... 105
Choice overload .......................................................................................................................................... 106
Lecture 8: Decision Making Based on Low Effort ............................................................................................... 110
Low-effort judgment processes ...................................................................................................................... 110
Low-effort decision making processes ........................................................................................................... 110
Unconscious low-effort decision-making ................................................................................................... 110
Conscious low-effort decision-making........................................................................................................ 110
Learning choice tactics.................................................................................................................................... 111
Low-effort thought-based decision-making ................................................................................................... 112
Performance as a simplifying strategy ........................................................................................................ 112
Habit as a simplifying strategy .................................................................................................................... 112
Brand loyalty as a simplifying strategy ....................................................................................................... 113
Normative influence as a simplifying strategy ............................................................................................ 113
Price as a simplifying strategy..................................................................................................................... 114
Low-effort feeling-based decision-making ..................................................................................................... 115
Feelings as a simplifying strategy ............................................................................................................... 115
Brand familiarity ......................................................................................................................................... 115
5
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