Table of Contents
WEEK 1: THE PSYCHOLOGICAL CORE .................................................................................................................2
VIDEO LECTURES: ..............................................................................................................................................2
KRISHNA (2012) – AN INTEGRATIVE REVIEW OF SENSORY MARKETING: ENGAGING THE SENSES TO AFFECT PERCEPTION...............3
TROPE (2007) – CONSTRUAL LEVELS AND PSYCHOLOGICAL DISTANCE: EFFECTS ON REPRESENTATION, PREDICTION, EVALUATION,
AND BEHAVIOR .................................................................................................................................................5
MIRON-SHATZ (2009) – MEMORIES OF YESTERDAY’S EMOTIONS: DOES THE VALENCE OF EXPERIENCE AFFECT THE MEMORY
EXPERIENCE GAP? ..............................................................................................................................................7
WEEK 2: CONSUMER RATIONALITY...................................................................................................................8
VIDEO LECTURES: ..............................................................................................................................................8
LEVIN (1988) - HOW CONSUMERS ARE AFFECTED BY THE FRAMING OF ATTRIBUTE INFORMATION BEFORE AND AFTER
CONSUMING THE PRODUCT ............................................................................................................................... 13
HSEE (1999) – PREFERENCE REVERSALS BETWEEN JOINT AND SEPARATE EVALUATIONS OF OPTIONS: A REVIEW AND THEORETICAL
ANALYSIS ...................................................................................................................................................... 14
SHAMPANIER (2007) – ZERO AS A SPECIAL PRICE: THE TRUE VALUE OF FREE PRODUCTS .................................................. 15
WEEK 3: SOCIAL INFLUENCES ON CONSUMER BEHAVIOR ...............................................................................17
VIDEO LECTURES: ............................................................................................................................................ 17
HAN (2010) – SIGNALING STATUS WITH LUXURY GOODS: THE ROLE OF BRAND PROMINENCE ........................................... 21
CHAE (2017) – SPILLOVER EFFECTS IN SEEDED WORD-OF-MOUTH MARKETING CAMPAIGNS ............................................ 22
ARGO (2020) – SOCIAL INFLUENCE IN THE RETAIL CONTEXT: A CONTEMPORARY REVIEW OF THE LITERATURE ....................... 23
BISWAS (2019) – EXTENDING THE BOUNDARIES OF SENSORY MARKETING AND EXAMINING THE SIXTH SENSORY SYSTEM ......... 24
NORTON (2012) – THE IKEA EFFECT: WHEN LABOR LEADS TO LOVE ........................................................................... 24
WEEK 4: AFFECTIVE AND EMOTIONAL CONSUMER REACTIONS ......................................................................26
VIDEO LECTURES: ............................................................................................................................................ 26
SANBONMATSU (1988) – THE EFFECT OF PSYCHOLOGICAL AROUSAL ON INFORMATION PROCESSING AND PERSUASION ........... 31
BERGER (2012) – WHAT MAKES ONLINE CONTENT VIRAL? ...................................................................................... 32
PHAM (2013) – THE INFLUENCE OF AD-EVOKED FEELINGS ON BRAND EVALUATIONS ....................................................... 33
WEEK 5: CONSUMERS AND MARKETING FOR A “BETTER WORLD” .................................................................34
VIDEO LECTURES ............................................................................................................................................. 34
KIVETS (2016) – THE GOAL-GRADIENT HYPOTHESIS RESURRECTED: PURCHASE ACCELERATION, ILLUSIONARY GOAL PROGRESS,
AND CUSTOMER RETENTION .............................................................................................................................. 39
GOLDSTEIN (2008) – A ROOM WITH A VIEWPOINT: USING SOCIAL NORMS TO MOTIVATE ENVIRONMENTAL CONSERVATION IN
HOTELS ......................................................................................................................................................... 40
OKADA (2005) – JUSTIFICATION EFFECTS ON CONSUMER CHOICE OF HEDONIC AND UTILITARIAN GOODS............................. 42
HUANG (2018) – THE INFLUENCE OF SOCIAL CROWDING ON BRAND ATTACHMENT ........................................................ 43
TELLIS (2019) – WHAT DRIVES VIRALITY (SHARING) OF ONLINE DIGITAL CONTENT? THE CRITICAL ROLE OF INFORMATION,
EMOTION, AND BRAND PROMINENCE ................................................................................................................... 44
WEEK 6 – TECHNOLOGY AND CONSUMER BEHAVIOR .....................................................................................45
VIDEO LECTURES ............................................................................................................................................. 45
CASTELO (2019) – TASK-DEPENDENT ALGORITHM AVERSION .................................................................................... 49
ACQUISTI (2015) – PRIVACY AND HUMAN BEHAVIOR IN THE AGE OF INFORMATION ........................................................ 50
BARASCH (2017) – PHOTOGRAPHIC MEMORY: THE EFFECTS OF VOLITIONAL PHOTO TAKING ON MEMORY FOR VISUAL AND
AUDITORY ASPECTS OF AN EXPERIENCE ................................................................................................................. 51
ARTS (2011) – GENERALIZATIONS ON CONSUMER INNOVATION ADOPTION: A META-ANALYSIS ON DRIVERS OF INTENTION AND
BEHAVIOR ..................................................................................................................................................... 52
LEE (2017) – TO PROFIT OR NOT TO PROFIT? THE ROLE OF GREED PERCEPTIONS IN CONSUMER SUPPORT FOR SOCIAL VENTURES
................................................................................................................................................................... 53
, Week 1: The Psychological Core
Video Lectures:
Consumer behavior = The totality of consumers’ decisions with respect to the acquisition,
consumption, and disposition of goods, services, activities, experiences, people, and ideas by
(human) decision-making units [over time]. It is about the decisions people make in their roles
as consumers.
Model of human processing:
Sensation (senses): Is all about incoming signals (Vision, Hearing, Smell, Taste, Touch).
Perception: Is all about how the human mind interprets signals from the senses.
Two ways of perception:
- Bottom-up processing à Starting from the senses (signal entering brain), which leads
to an activation of a certain part in the brain and then you interpret the stimulus based
on the sensory signals that you receiving.
- Top-down processing à Looking inside your brain and assigning meaning to a sensory
input based on the stuff that is already stored in your memory (contextory factors).
Thus, interpretation based on pre-existing knowledge and expectations.
Memory: The brain is a system of interconnected cells and memory is the neural network of
associated nodes (everything that is stored in our brain is somehow connected).
- Long-term memory à where information is permanently stored for later use and
consist of:
, - Working memory à is involved in goal-directed behaviors in which information must
be retained and manipulated to ensure successful task execution. Different areas of
the brain are involved in working memory in order to link everything together (e.g.
Linking long-term memory to perception and linking perception to actions).
Attention: Determines where we are focusing on, it reflects how much mental activity is
devoted to a stimulus. Attention is limited (we don’t have infinite), selective (so we need to
choose where to put attention to), but can be divided (among several things)!
Memory and consumer behavior:
Implicit memory: Beliefs and attitudes exist in (implicit) associative networks. Activation of
one concept activates association of related concepts. For marketers it is interesting to build
favorable associations (i.e. associate networks) in the mind of the consumer (e.g. Redbull;
giving wings, thrill-seeking, adventure). Brand personality (positive, human like
associations/characteristics) is built on the idea of those associative networks.
Priming à Where exposure to a stimulus (subconsciously) influence how individuals respond
to a subsequent stimulus. Activating a certain node in an associative network determines how
you respond to a certain stimulus. (e.g. music playing in wine store with strong national
associations activated related knowledge and led customers buy wine from the respective
country).
Procedural à Schemas that we have on how to do things. (“use one of our products when
you are doing X) e.g. Cup a Soup vieruurtje.
Sensory Marketing (Senses)
Krishna (2012) – An integrative review of sensory marketing: Engaging the
senses to affect perception
Sensory marketing = Marketing that engages the consumers’ senses and affects their
perception, judgement and behavior. According to the author, sensory marketing is in a
subconscious way. Thus, it is an understanding of consumer senses and perception and has an
impact on the consumer behavior, without the consumer being aware of it.
WEEK 1: THE PSYCHOLOGICAL CORE .................................................................................................................2
VIDEO LECTURES: ..............................................................................................................................................2
KRISHNA (2012) – AN INTEGRATIVE REVIEW OF SENSORY MARKETING: ENGAGING THE SENSES TO AFFECT PERCEPTION...............3
TROPE (2007) – CONSTRUAL LEVELS AND PSYCHOLOGICAL DISTANCE: EFFECTS ON REPRESENTATION, PREDICTION, EVALUATION,
AND BEHAVIOR .................................................................................................................................................5
MIRON-SHATZ (2009) – MEMORIES OF YESTERDAY’S EMOTIONS: DOES THE VALENCE OF EXPERIENCE AFFECT THE MEMORY
EXPERIENCE GAP? ..............................................................................................................................................7
WEEK 2: CONSUMER RATIONALITY...................................................................................................................8
VIDEO LECTURES: ..............................................................................................................................................8
LEVIN (1988) - HOW CONSUMERS ARE AFFECTED BY THE FRAMING OF ATTRIBUTE INFORMATION BEFORE AND AFTER
CONSUMING THE PRODUCT ............................................................................................................................... 13
HSEE (1999) – PREFERENCE REVERSALS BETWEEN JOINT AND SEPARATE EVALUATIONS OF OPTIONS: A REVIEW AND THEORETICAL
ANALYSIS ...................................................................................................................................................... 14
SHAMPANIER (2007) – ZERO AS A SPECIAL PRICE: THE TRUE VALUE OF FREE PRODUCTS .................................................. 15
WEEK 3: SOCIAL INFLUENCES ON CONSUMER BEHAVIOR ...............................................................................17
VIDEO LECTURES: ............................................................................................................................................ 17
HAN (2010) – SIGNALING STATUS WITH LUXURY GOODS: THE ROLE OF BRAND PROMINENCE ........................................... 21
CHAE (2017) – SPILLOVER EFFECTS IN SEEDED WORD-OF-MOUTH MARKETING CAMPAIGNS ............................................ 22
ARGO (2020) – SOCIAL INFLUENCE IN THE RETAIL CONTEXT: A CONTEMPORARY REVIEW OF THE LITERATURE ....................... 23
BISWAS (2019) – EXTENDING THE BOUNDARIES OF SENSORY MARKETING AND EXAMINING THE SIXTH SENSORY SYSTEM ......... 24
NORTON (2012) – THE IKEA EFFECT: WHEN LABOR LEADS TO LOVE ........................................................................... 24
WEEK 4: AFFECTIVE AND EMOTIONAL CONSUMER REACTIONS ......................................................................26
VIDEO LECTURES: ............................................................................................................................................ 26
SANBONMATSU (1988) – THE EFFECT OF PSYCHOLOGICAL AROUSAL ON INFORMATION PROCESSING AND PERSUASION ........... 31
BERGER (2012) – WHAT MAKES ONLINE CONTENT VIRAL? ...................................................................................... 32
PHAM (2013) – THE INFLUENCE OF AD-EVOKED FEELINGS ON BRAND EVALUATIONS ....................................................... 33
WEEK 5: CONSUMERS AND MARKETING FOR A “BETTER WORLD” .................................................................34
VIDEO LECTURES ............................................................................................................................................. 34
KIVETS (2016) – THE GOAL-GRADIENT HYPOTHESIS RESURRECTED: PURCHASE ACCELERATION, ILLUSIONARY GOAL PROGRESS,
AND CUSTOMER RETENTION .............................................................................................................................. 39
GOLDSTEIN (2008) – A ROOM WITH A VIEWPOINT: USING SOCIAL NORMS TO MOTIVATE ENVIRONMENTAL CONSERVATION IN
HOTELS ......................................................................................................................................................... 40
OKADA (2005) – JUSTIFICATION EFFECTS ON CONSUMER CHOICE OF HEDONIC AND UTILITARIAN GOODS............................. 42
HUANG (2018) – THE INFLUENCE OF SOCIAL CROWDING ON BRAND ATTACHMENT ........................................................ 43
TELLIS (2019) – WHAT DRIVES VIRALITY (SHARING) OF ONLINE DIGITAL CONTENT? THE CRITICAL ROLE OF INFORMATION,
EMOTION, AND BRAND PROMINENCE ................................................................................................................... 44
WEEK 6 – TECHNOLOGY AND CONSUMER BEHAVIOR .....................................................................................45
VIDEO LECTURES ............................................................................................................................................. 45
CASTELO (2019) – TASK-DEPENDENT ALGORITHM AVERSION .................................................................................... 49
ACQUISTI (2015) – PRIVACY AND HUMAN BEHAVIOR IN THE AGE OF INFORMATION ........................................................ 50
BARASCH (2017) – PHOTOGRAPHIC MEMORY: THE EFFECTS OF VOLITIONAL PHOTO TAKING ON MEMORY FOR VISUAL AND
AUDITORY ASPECTS OF AN EXPERIENCE ................................................................................................................. 51
ARTS (2011) – GENERALIZATIONS ON CONSUMER INNOVATION ADOPTION: A META-ANALYSIS ON DRIVERS OF INTENTION AND
BEHAVIOR ..................................................................................................................................................... 52
LEE (2017) – TO PROFIT OR NOT TO PROFIT? THE ROLE OF GREED PERCEPTIONS IN CONSUMER SUPPORT FOR SOCIAL VENTURES
................................................................................................................................................................... 53
, Week 1: The Psychological Core
Video Lectures:
Consumer behavior = The totality of consumers’ decisions with respect to the acquisition,
consumption, and disposition of goods, services, activities, experiences, people, and ideas by
(human) decision-making units [over time]. It is about the decisions people make in their roles
as consumers.
Model of human processing:
Sensation (senses): Is all about incoming signals (Vision, Hearing, Smell, Taste, Touch).
Perception: Is all about how the human mind interprets signals from the senses.
Two ways of perception:
- Bottom-up processing à Starting from the senses (signal entering brain), which leads
to an activation of a certain part in the brain and then you interpret the stimulus based
on the sensory signals that you receiving.
- Top-down processing à Looking inside your brain and assigning meaning to a sensory
input based on the stuff that is already stored in your memory (contextory factors).
Thus, interpretation based on pre-existing knowledge and expectations.
Memory: The brain is a system of interconnected cells and memory is the neural network of
associated nodes (everything that is stored in our brain is somehow connected).
- Long-term memory à where information is permanently stored for later use and
consist of:
, - Working memory à is involved in goal-directed behaviors in which information must
be retained and manipulated to ensure successful task execution. Different areas of
the brain are involved in working memory in order to link everything together (e.g.
Linking long-term memory to perception and linking perception to actions).
Attention: Determines where we are focusing on, it reflects how much mental activity is
devoted to a stimulus. Attention is limited (we don’t have infinite), selective (so we need to
choose where to put attention to), but can be divided (among several things)!
Memory and consumer behavior:
Implicit memory: Beliefs and attitudes exist in (implicit) associative networks. Activation of
one concept activates association of related concepts. For marketers it is interesting to build
favorable associations (i.e. associate networks) in the mind of the consumer (e.g. Redbull;
giving wings, thrill-seeking, adventure). Brand personality (positive, human like
associations/characteristics) is built on the idea of those associative networks.
Priming à Where exposure to a stimulus (subconsciously) influence how individuals respond
to a subsequent stimulus. Activating a certain node in an associative network determines how
you respond to a certain stimulus. (e.g. music playing in wine store with strong national
associations activated related knowledge and led customers buy wine from the respective
country).
Procedural à Schemas that we have on how to do things. (“use one of our products when
you are doing X) e.g. Cup a Soup vieruurtje.
Sensory Marketing (Senses)
Krishna (2012) – An integrative review of sensory marketing: Engaging the
senses to affect perception
Sensory marketing = Marketing that engages the consumers’ senses and affects their
perception, judgement and behavior. According to the author, sensory marketing is in a
subconscious way. Thus, it is an understanding of consumer senses and perception and has an
impact on the consumer behavior, without the consumer being aware of it.
