Samenvatting hoorcolleges Consument en Marketing

Consument en Marketing samenvatting colleges

Topic 1: Consumer behavior
Consumers’ impact on marketing strategy:
 Market segmentation (demographics  age, gender, family structure).
 Relationship marketing and database marketing.

Marketing strategy’s impact on consumers (using the marketing mix):
 Marketing and culture.
 The meaning of consumption.
 Conspicuous consumption.
 Intangible and tangible objects.
 Types of consumption activities.
 The global consumer.

Business economics and marketing
What firms get = financial performance  market share, firm profit
What customers do = behavioral outcomes  customer loyalty, brand equity
What customers feel = affective states  satisfaction, trust or anger
What customers think = perceptual measures  perceived quality, utility/value
What firms do = marketing program  marketing mix, brand strategy.
This works upwards and downwards.

Topic 2: Consumer motivation
Resources to act of consumer ability:
 Product knowledge and experience.
 Cognitive style.
 Intelligence, education, and age.
 Money.

Circumstances to act of consumer opportunity:
 Time.
 Distraction.
 Information (amount, complexity, repetition).

Willingness to act of consumer motivation:
 Personal relevance.
 Consistency with the self, values, needs, goals, emotions.
 Inconsistency with attitudes.
 Perceived risk.

Sources of needs and goals:
 Innate (need for food, water, air and safety form physical danger).
 Learned (need for power and status, to be a moral person).




Types of needs

, Functional (modeling, support, safety, order, physical well-being).
 Symbolic (status, affiliation, belonging, achievement, self-control, independence).
 Hedonic (reinforcement, sex, play, sensory stimulation, cognitive stimulation,
novelty).

Goal system (properties):
 Equifinality: single goal associated with multiple means  instrumentality:
perception of the ability of the means to achieve the goal (because of product
features, past experience).
 Multifinality: multiple goals associated with the same multiple means  perceived
value of a specific means: sum of the perceived value of all the goals it serves. It’s
only desirable if consumers have multiple goals, it can backfire when consumers
only have one goal (dilution effect: decreased perception of instrumentality of the
multifinal means with respect to each goal).
 Self-regulation  regulatory fit: people experience an increase in motivational
intensity when their manner of goal pursuit matches their self-regulatory
orientation  this ‘’feeling right’’ experience generates value and leads to greater
persuasion.
Nurturance needs  promotion goal (gain framed)  self-regulatory goals.
Security needs  prevention goal (loss framed)  self-regulatory goals.

Dimensions of motivation:
 Directs behavior (direction)  goals, organization effort, reaching equilibrium.
 Energizes behavior (intensity)  drives, compulsions, deprivation/disequilibrium.
 Sustains behavior (persistence)  maintaining motivation, ability to change
course, importance of feedback.

Types of motivation:
 Approach: moving towards a (positively valenced) goal.
 Avoidance: moving away from a (negatively valenced) goal.
 Intrinsic: the motivation to engage in behavior arises from within the individual
because it is naturally satisfying to you.
 Extrinsic: involves engaging in a behavior in order to earn external rewards or
avoid punishment.
 Rational: implies that consumers select goals based on totally objective criteria
such as size, weight, price, or miles per gallon.
 Emotional: imply the selection of goals according to personal or subjective
criteria.

Motivation theories
Need theories (what):
 Maslow’s hierarchy of needs: a theory which states that five categories of human
needs dictate an individual’s behavior (physiological, safety, love and belonging,
esteem and self-actualization).
 Herzberg’s two factor theory: states that there are certain factors in the workplace
that cause job satisfaction while a separate set of factors cause dissatisfaction, all
of which act independently of each other.
 Alderfer’s ERG theory: states that individuals can be motivated by multiple level of
need at the same time, and that the level which is most important to them can
change over time.

,  McClelland’s human motivation theory: states that every person has one of three
main driving motivators  the needs for achievement, affiliation, or power.

Process theories (how):
 Vroom’s expectancy theory: assumes that behavior results from conscious
choices among alternatives whose purpose it is to maximize pleasure and
minimize pain.
 Skinner’s reinforcement theory: behavior that is rewarded is likely to be repeated,
whereas behavior that is punished is less likely to recur. Reinforcement: an action
that follows directly from a particular behavior.
 Adam’s equity theory: states that to be motivated, individuals need to perceive
that the rewards they receive for their contributions are fair, and these rewards
are similar to those received by their peers.
 Locke’s goal setting theory: states that goal setting is essentially linked to task
performance. It states that specific and challenging goals along with appropriate
feedback contribute to higher and better task performance.

Topic 3: Problem recognition and information search
Managers response to problem recognition (structuring the marketing mix):
 Developing a new product or altering an existing one.
 Modifying channels of distribution.
 Changing price policy.
 Revising advertising strategy.

Factors influencing the actual and desired state:
 Situation influences  culture/social class, reference groups, product
consumption, change in financial status.
 Consumer influences  motives and needs, moods and emotions, previous
purchase decisions, physiological factors.
 Marketing influences  helping consumers recognizing problems, responding to
consumer problems, suppressing consumer recognizing problems (loyalty cards).

Types of benefit motives (to stimulate motivational arousal):
 To optimize satisfaction.
 To prevent possible future problems.
 To escape from an issue.
 To resolve a conflict.
 To maintain the status quo.