Consumer Behaviour aantekeningen
Inhoudsopgave
Week 1 ........................................................................................................................................................... 3
Sessie 1: Introduc0on and Framework ................................................................................................................ 3
Informa(e zoeken ........................................................................................................................................... 4
Overwegingsop(es ......................................................................................................................................... 4
Marke(ngwe7en ............................................................................................................................................ 5
Week 2 ........................................................................................................................................................... 6
Sessie 2: Consumer Memory and Learning ......................................................................................................... 6
Sensory memory............................................................................................................................................. 6
Associa(ve Network ....................................................................................................................................... 6
Cohesive networks ......................................................................................................................................... 6
Proper(es of Associa(ons .............................................................................................................................. 7
Knowledge accessibility .................................................................................................................................. 7
Learning .......................................................................................................................................................... 7
Summary ........................................................................................................................................................ 8
Sessie 3: Consumer Mo0va0on ........................................................................................................................... 9
Equifinality ...................................................................................................................................................... 9
Mul(finality .................................................................................................................................................. 10
Dilu(on effect ............................................................................................................................................... 10
Equifinality vs Mul(finality ........................................................................................................................... 10
Summary ...................................................................................................................................................... 12
Week 3 ......................................................................................................................................................... 13
Sessie 4: Consumer Percep0on .......................................................................................................................... 13
Bo7om-up processing vs top-down processing............................................................................................ 13
Percep(on factors......................................................................................................................................... 14
Summary ...................................................................................................................................................... 16
Sessie 5: AFtudes and Influence ....................................................................................................................... 17
Consumer AWtudes ...................................................................................................................................... 17
AWtudes components .................................................................................................................................. 17
Influencing Consumers Communica(on ....................................................................................................... 19
Summary ...................................................................................................................................................... 21
Week 4 ......................................................................................................................................................... 22
Sessie 6: Influencing Consumers: Social Influence............................................................................................. 22
Elabora(on Likelihood Model (ELM) ............................................................................................................ 22
Social influence ............................................................................................................................................. 23
Summary ...................................................................................................................................................... 28
Sessie 7: Consumer Characteris0cs and Context ............................................................................................... 29
Na(onal culture ............................................................................................................................................ 29
Culture .......................................................................................................................................................... 30
Summary ...................................................................................................................................................... 32
Week 5 ......................................................................................................................................................... 33
Sessie 8: Consumer Decision Making ................................................................................................................ 33
1
, Ra(onal Choice Theory................................................................................................................................. 33
A Typical Ra(onal Decision Process (What Consumers Ideally Should Do) .................................................. 33
8 Principes van consumentengedrag ............................................................................................................ 33
Summary ...................................................................................................................................................... 35
Sessie 9: Consumer Sa0sfac0on, Dissa0sfac0on and Happiness ...................................................................... 36
Sa(sfac(on ................................................................................................................................................... 36
Happiness ..................................................................................................................................................... 39
Summary ...................................................................................................................................................... 40
Tentamen .......................................................................................................................................................... 41
2
,Week 1
Sessie 1: Introduc0on and Framework
The Mere-Exposure Effect
Wat is consumentengedrag?
Peter & Olson: Dynamische interacCes van affect, cogniCe en gedrag, met gebeurtenissen in de
omgeving, die verband houden met de "uitwisselingsaspecten" van het menselijk leven.
Wie bestudeert consumentengedrag?
1. Marketeers
2. Maatschappelijke organisaCes
3. Publieke beleidsmakers
Wat is een behoeLe?
Verschil tussen de werkelijke en de gewenste situaCe
3
, Informa(e zoeken
1. Intern: Ophalen uit het geheugen
2. Extern
1. Marketeer Bronnen: Reclame, bedrijfswebsites, winkels, verkopers, brochures
2. Bronnen die niet van de markt zijn: Overige consumenten (o.a. familie en vrienden),
consumentenorganisaCes, overheid, media
HEURISTIC SEARCH
1. Ad-hoc
2. Op basis van gemak
3. Vertrouwt op vuistregels
SYSTEMATIC SEARCH
1. Georganiseerd
2. VeelomvaXend
3. Inspannend
HEURISTIC SEARCH SYSTEMATIC SEARCH
Minder risico Meer risico
Lage mate van betrokkenheid Hoge mate van betrokkenheid
Meer kennis Minder kennis
Minder (jd Meer (jd
Overwegingsop(es
1. ConsideraCon set: Merken die jij daadwerkelijk vergelijkt
2. Evoked set: Merken die jij serieus overweegt
3. Awareness set: Merken die jij kent
4. Universal set: Alle merken die er bestaan
4
Inhoudsopgave
Week 1 ........................................................................................................................................................... 3
Sessie 1: Introduc0on and Framework ................................................................................................................ 3
Informa(e zoeken ........................................................................................................................................... 4
Overwegingsop(es ......................................................................................................................................... 4
Marke(ngwe7en ............................................................................................................................................ 5
Week 2 ........................................................................................................................................................... 6
Sessie 2: Consumer Memory and Learning ......................................................................................................... 6
Sensory memory............................................................................................................................................. 6
Associa(ve Network ....................................................................................................................................... 6
Cohesive networks ......................................................................................................................................... 6
Proper(es of Associa(ons .............................................................................................................................. 7
Knowledge accessibility .................................................................................................................................. 7
Learning .......................................................................................................................................................... 7
Summary ........................................................................................................................................................ 8
Sessie 3: Consumer Mo0va0on ........................................................................................................................... 9
Equifinality ...................................................................................................................................................... 9
Mul(finality .................................................................................................................................................. 10
Dilu(on effect ............................................................................................................................................... 10
Equifinality vs Mul(finality ........................................................................................................................... 10
Summary ...................................................................................................................................................... 12
Week 3 ......................................................................................................................................................... 13
Sessie 4: Consumer Percep0on .......................................................................................................................... 13
Bo7om-up processing vs top-down processing............................................................................................ 13
Percep(on factors......................................................................................................................................... 14
Summary ...................................................................................................................................................... 16
Sessie 5: AFtudes and Influence ....................................................................................................................... 17
Consumer AWtudes ...................................................................................................................................... 17
AWtudes components .................................................................................................................................. 17
Influencing Consumers Communica(on ....................................................................................................... 19
Summary ...................................................................................................................................................... 21
Week 4 ......................................................................................................................................................... 22
Sessie 6: Influencing Consumers: Social Influence............................................................................................. 22
Elabora(on Likelihood Model (ELM) ............................................................................................................ 22
Social influence ............................................................................................................................................. 23
Summary ...................................................................................................................................................... 28
Sessie 7: Consumer Characteris0cs and Context ............................................................................................... 29
Na(onal culture ............................................................................................................................................ 29
Culture .......................................................................................................................................................... 30
Summary ...................................................................................................................................................... 32
Week 5 ......................................................................................................................................................... 33
Sessie 8: Consumer Decision Making ................................................................................................................ 33
1
, Ra(onal Choice Theory................................................................................................................................. 33
A Typical Ra(onal Decision Process (What Consumers Ideally Should Do) .................................................. 33
8 Principes van consumentengedrag ............................................................................................................ 33
Summary ...................................................................................................................................................... 35
Sessie 9: Consumer Sa0sfac0on, Dissa0sfac0on and Happiness ...................................................................... 36
Sa(sfac(on ................................................................................................................................................... 36
Happiness ..................................................................................................................................................... 39
Summary ...................................................................................................................................................... 40
Tentamen .......................................................................................................................................................... 41
2
,Week 1
Sessie 1: Introduc0on and Framework
The Mere-Exposure Effect
Wat is consumentengedrag?
Peter & Olson: Dynamische interacCes van affect, cogniCe en gedrag, met gebeurtenissen in de
omgeving, die verband houden met de "uitwisselingsaspecten" van het menselijk leven.
Wie bestudeert consumentengedrag?
1. Marketeers
2. Maatschappelijke organisaCes
3. Publieke beleidsmakers
Wat is een behoeLe?
Verschil tussen de werkelijke en de gewenste situaCe
3
, Informa(e zoeken
1. Intern: Ophalen uit het geheugen
2. Extern
1. Marketeer Bronnen: Reclame, bedrijfswebsites, winkels, verkopers, brochures
2. Bronnen die niet van de markt zijn: Overige consumenten (o.a. familie en vrienden),
consumentenorganisaCes, overheid, media
HEURISTIC SEARCH
1. Ad-hoc
2. Op basis van gemak
3. Vertrouwt op vuistregels
SYSTEMATIC SEARCH
1. Georganiseerd
2. VeelomvaXend
3. Inspannend
HEURISTIC SEARCH SYSTEMATIC SEARCH
Minder risico Meer risico
Lage mate van betrokkenheid Hoge mate van betrokkenheid
Meer kennis Minder kennis
Minder (jd Meer (jd
Overwegingsop(es
1. ConsideraCon set: Merken die jij daadwerkelijk vergelijkt
2. Evoked set: Merken die jij serieus overweegt
3. Awareness set: Merken die jij kent
4. Universal set: Alle merken die er bestaan
4
