Lecture 1. Consument & Marketing (A)
Business economics
Marketing = the social and managerial process by which individuals and groups obtain what they
need and want through creating and exchanging products and value with others
Consumers impact on marketing strategy
--> Market segmentation (bijv. Er zijn bepaalde vrouwen auto’s en mannen auto’s)
- Demographics (age, gender, family structure, race, lifestyle, geography): Vaak maken
gezinnen samen een keuze voor een aankoop: household decision making process.
--> Relationship marketing: building bonds with consumers
- Relationship marketing
- Database marketing
Marketing strategies impact on consumers
- Marketing and culture
- The meaning of consumption
- Conspicuous consumption
- Intangible and tangible objects - Types of consumption activities - The global
consumer, etc.
- Using the marketing mix
Consumer and marketing = behavior of people, employees, customers, etc.
Consumer behavior reflects the totality of consumers decisions with respect to the acquisition of
consumption and disposition of goods, services, time, and ideas by (human) decision making (over
time)
Knowledge vs. understanding
,An understanding is a mental construct, an abstraction made by the human mind to make sense of
many different pieces of knowledge.
Knowledge:
- The facts
- A body of coherent facts
- Verifiable claims
- Right or wrong
- I know something to be true
- I respond on cue with what I know
Understanding
- The meaning of the facts
- The theory that provides coherence and meaning to those facts
- Fallible, in-process theories
- A matter of degree or sophistication
- I understand why this is, what makes it knowledge
- I judge when to and when not to use what I know
Default effect = bijv. Bij donorregister: in landen waarbij je standaard geen donor bent, zijn er veel
minder mensen donor dan andersom.
Consumer behavior
--> Research: format
- Positioning of research problem
- Research question
- Literature review
- Research method and data analysis
- Results
- Managerial recommendations
--> Research: method
- Surveys
- Focus groups
- Interviews - Observations - Etc.
--> Research: data analysis
- Univariate data analysis
• Frequencies and distribution
• Graphic analysis
• Coding
- Multivariate data analysis
• Regression analysis
• Analysis of variance (ANOVA)
Knowledge Clip 1. Course explanation (B)
Only course explanation, no information for the exam
,Lecture 2. Consumer Motivation (C)
Understanding Consumer Behaviour:
Psychological core
Process of Making Decisions
Social Influences
MAO ⇒ Motivation, ability and opportunity
Motivation → Willingness to act
Ability → Resources to act
Opportunity → Circumstances to act
Motivation:
Needs & Goals → Innate (van nature, ademen) & learned
Positive (force towards something) & negative (force away, e.g. join gym to don't get a belly)
Needs types:
Social Types Non-Social
Support ← Functional → physical well-being
Status ← Symbolic → self-control
Sex ← Hedonic → cognitive stimulation
Goal system: multiple means + subgoals can achieve your main goal, like status
Equifinality: a single goal is associated with multiple means
Instrumentality: perception of the ability of the means to achieve the goal
Multifinality: multiple goals are associated with the same multiple means, only desirable if
consumers have multiple goals, backfire when only one goal is active ⇒ Dilution effect
Self-Regulation: ⇒ Regulatory fit → does it fit with your orientation on life
When this happens people become more engaged/ it feels right.
Promotion goal (in cars; Turbo charger, sunroof etc.) ⇒ Nurturance needs → fun
Prevention focus (in cars; traction control, airbags etc.) ⇒ Security needs → safe
Message Framing:
Gain framing ( = shiny teeth, from good brushing)
Loss framing ( = ugly teeth, from not brushing)
Gain framed promotion appeal and loss framed prevention appeal most successful
, Motivation Dimensions:
Direction → goals
Intensity → drives
Persistence → maintaining motivation
Motivation Types:
Approach & Avoidance
Intrinsic ⇒ internal rewards (do it for yourself) , Extrinsic ⇒ external rewards (do it for others)
Rational & Emotional
Knowledge Clip 2. Motivation Theories (D)
Maslow’s hierarchy of needs: Multiple factors can give satisfaction/dissatisfaction
Herzberg Two Factor Theory: Hygiene factors (may cause dissatisfaction, but not satisfaction) and
motivation factors
Software of an organisation creates satisfaction
Hardware of an organisation creates dissatisfaction
Alderfer’s ERG theory:
Existence needs: Desire for physiological and material well-being
Relatedness needs: Desire for satisfying interpersonal relationships
Growth needs: Desire for continued personal growth and development
McClelland’s Human Motivation Theory:
Need for Achievement, Affiliation & Power
Business economics
Marketing = the social and managerial process by which individuals and groups obtain what they
need and want through creating and exchanging products and value with others
Consumers impact on marketing strategy
--> Market segmentation (bijv. Er zijn bepaalde vrouwen auto’s en mannen auto’s)
- Demographics (age, gender, family structure, race, lifestyle, geography): Vaak maken
gezinnen samen een keuze voor een aankoop: household decision making process.
--> Relationship marketing: building bonds with consumers
- Relationship marketing
- Database marketing
Marketing strategies impact on consumers
- Marketing and culture
- The meaning of consumption
- Conspicuous consumption
- Intangible and tangible objects - Types of consumption activities - The global
consumer, etc.
- Using the marketing mix
Consumer and marketing = behavior of people, employees, customers, etc.
Consumer behavior reflects the totality of consumers decisions with respect to the acquisition of
consumption and disposition of goods, services, time, and ideas by (human) decision making (over
time)
Knowledge vs. understanding
,An understanding is a mental construct, an abstraction made by the human mind to make sense of
many different pieces of knowledge.
Knowledge:
- The facts
- A body of coherent facts
- Verifiable claims
- Right or wrong
- I know something to be true
- I respond on cue with what I know
Understanding
- The meaning of the facts
- The theory that provides coherence and meaning to those facts
- Fallible, in-process theories
- A matter of degree or sophistication
- I understand why this is, what makes it knowledge
- I judge when to and when not to use what I know
Default effect = bijv. Bij donorregister: in landen waarbij je standaard geen donor bent, zijn er veel
minder mensen donor dan andersom.
Consumer behavior
--> Research: format
- Positioning of research problem
- Research question
- Literature review
- Research method and data analysis
- Results
- Managerial recommendations
--> Research: method
- Surveys
- Focus groups
- Interviews - Observations - Etc.
--> Research: data analysis
- Univariate data analysis
• Frequencies and distribution
• Graphic analysis
• Coding
- Multivariate data analysis
• Regression analysis
• Analysis of variance (ANOVA)
Knowledge Clip 1. Course explanation (B)
Only course explanation, no information for the exam
,Lecture 2. Consumer Motivation (C)
Understanding Consumer Behaviour:
Psychological core
Process of Making Decisions
Social Influences
MAO ⇒ Motivation, ability and opportunity
Motivation → Willingness to act
Ability → Resources to act
Opportunity → Circumstances to act
Motivation:
Needs & Goals → Innate (van nature, ademen) & learned
Positive (force towards something) & negative (force away, e.g. join gym to don't get a belly)
Needs types:
Social Types Non-Social
Support ← Functional → physical well-being
Status ← Symbolic → self-control
Sex ← Hedonic → cognitive stimulation
Goal system: multiple means + subgoals can achieve your main goal, like status
Equifinality: a single goal is associated with multiple means
Instrumentality: perception of the ability of the means to achieve the goal
Multifinality: multiple goals are associated with the same multiple means, only desirable if
consumers have multiple goals, backfire when only one goal is active ⇒ Dilution effect
Self-Regulation: ⇒ Regulatory fit → does it fit with your orientation on life
When this happens people become more engaged/ it feels right.
Promotion goal (in cars; Turbo charger, sunroof etc.) ⇒ Nurturance needs → fun
Prevention focus (in cars; traction control, airbags etc.) ⇒ Security needs → safe
Message Framing:
Gain framing ( = shiny teeth, from good brushing)
Loss framing ( = ugly teeth, from not brushing)
Gain framed promotion appeal and loss framed prevention appeal most successful
, Motivation Dimensions:
Direction → goals
Intensity → drives
Persistence → maintaining motivation
Motivation Types:
Approach & Avoidance
Intrinsic ⇒ internal rewards (do it for yourself) , Extrinsic ⇒ external rewards (do it for others)
Rational & Emotional
Knowledge Clip 2. Motivation Theories (D)
Maslow’s hierarchy of needs: Multiple factors can give satisfaction/dissatisfaction
Herzberg Two Factor Theory: Hygiene factors (may cause dissatisfaction, but not satisfaction) and
motivation factors
Software of an organisation creates satisfaction
Hardware of an organisation creates dissatisfaction
Alderfer’s ERG theory:
Existence needs: Desire for physiological and material well-being
Relatedness needs: Desire for satisfying interpersonal relationships
Growth needs: Desire for continued personal growth and development
McClelland’s Human Motivation Theory:
Need for Achievement, Affiliation & Power
