Inhoudsopgave
Week 1 - Lecture videos week 1..................................................................................................................... 2
An integrative review of sensory marketing: engaging the senses to affect perception, judgment and
behavior. By Aradna Krishna.......................................................................................................................... 9
Memories of yesterday’s emotions: does the valence of experience affect the memory-experience gap? By
Talya Miron-Shatz, Daniel Kahneman and Arthur Stone................................................................................12
Construal levels and psychological distance: effects on representation, prediction, evaluation, and behavior.
By Yaacov Trope, Nira Liberman and Cheryl Wakslak....................................................................................14
Extending the boundaries of sensory marketing and examining the sixth sensory system: effects of vestibular
sensations for sitting versus standing postures on food taste perception. By Biswas, Szocs and Abell............18
Week 2 – consumer (ir)rationality................................................................................................................ 24
Preference reversals between joint and separate evaluations of options: a review and theoretical analysis. By
Hsee, Blount, Loewenstein and Bazerman.................................................................................................... 29
How consumers are affected by the framing of attribute information before and after consuming the
product. By Levin and Geath........................................................................................................................ 32
Zero as a special price: the true value of free products. By Shampanier, Mazar and Ariely............................34
The envy premium in product evaluation. By van de Ven, Zeelenberg and Pieters........................................39
Week 3 technology and social influences on consumers...............................................................................43
Technology and consumer behavior............................................................................................................. 48
Signaling status with luxury goods: the role of brand prominence. By Han, Nunes & Drèze...........................54
Spillover effects in seeded word-of-mouth marketing campaigns. By Chae, Stephen, Bard & Yao..................58
Task-dependent algorithm aversion. By Castelo, Bos and Lehmann..............................................................62
Photographic memory: the effects of volitional photo taking on memory for visual and auditory aspects of an
experience. By Barash, Diehl, Silverman and Zauberman..............................................................................67
Full disclosure: how smartphones enhance consumer self-disclosure. By Melumad and Meyer.....................70
Privacy and human behavior in the age of information. By Acquisti, Brandimarte and Loewenstein..............76
Social influence in the retail context: a contemporary review of the literature. By Argo and Dahl.................79
Week 4 – consumer’s affective and emotional response...............................................................................83
What makes online content viral? By Milkman and Berger...........................................................................90
The effects on physiological arousal on information processing and persuasion. By Sanbonmatsu and Kardes
.................................................................................................................................................................... 94
The influence of ad-evoked feelings on brand evaluations: empirical generalizations from consumer
responses to more than 1000 TV commercials. By Pham, Geuens and Pelsmacker........................................98
,Licensing effect in consumer choice. By Khan and Dhar...............................................................................102
Week 5 – Consumers and marketing for a ‘better world’.............................................................................106
The goal-gradient hypothesis resurrected: purchase acceleration, illusionary goal progress, and customer
retention. By Kivetz, Urminsky and Zheng.................................................................................................. 112
A room with a viewpoint: using social norms to motivate environmental conservation in hotels. By Goldstein,
Cialdini and Griskevicius............................................................................................................................. 116
Justification effects on consumer choice of hedonic and utilitarian goods. By Okada...................................120
The effect of goal visualization on goal pursuit: implications for consumers and managers. By Cheema and
Bagchi........................................................................................................................................................ 124
Slides......................................................................................................................................................... 129
Week 1 - Lecture videos week 1
The psychological core
,• Consumer behavior reflects 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].
• To simplify it is about the totality of the decisions people make in their roles as
consumers.
• Psychology is the scientific study of the human mind and behavior.
• From exposure to action: stimuli response
o Sensation: five basic senses; vision, hearing, smell, taste and touch. All of
these have a separate part in the brain. It is about signals.
o Perception: how the human mind interprets signals from the senses. You can
perceive senses differently. There are two types of processing: bottom-up and
top-down.
Bottom-up: start from the sense and interpret it.
Top-down: assigning meaning to the sense based of the stuff that is
already in your memory, contextual factors. For instance, a test with
testing beer blind and not blind (they were told there were vinegar
drops in) and the not blind group disliked it more.
, o Memory: pre-existing knowledge in our minds that affects how we interpret
signals from our sensory organs. The brain is a complicated system of
interconnected cells. Memory is the neural network of associated nodes.
Long-term memory is where information is permanently stored for
later use.
Working memory is involved in goal-directed behaviors in which
information must be retained and manipulated to ensure successful
task execution.
Beliefs and attitudes exist in (implicit) associative networks.
Activation of one concept activates relative concepts.
Associate networks for brands can be influenced by marketing actions.
Celebrity endorsements build associations between the endorses and
the brand.
Priming is the act of introducing a stimulus to influence how
individuals respond to a subsequent stimulus. E.g., playing German
music, the sales of German wine increased.
o Attention reflects how much mental activity is devoted to a stimulus.
Attention is limited
Attention is selective
Attention can be divided
Marketing is a contest for people’s attention
• Marketing application. Stimulus:
Sensory marketing – An integrative review of sensory marketing: Engaging the senses to
affect perception, judgment and behavior. By Aradna Krishna
• This article is an overview article which means no empirical data.
Week 1 - Lecture videos week 1..................................................................................................................... 2
An integrative review of sensory marketing: engaging the senses to affect perception, judgment and
behavior. By Aradna Krishna.......................................................................................................................... 9
Memories of yesterday’s emotions: does the valence of experience affect the memory-experience gap? By
Talya Miron-Shatz, Daniel Kahneman and Arthur Stone................................................................................12
Construal levels and psychological distance: effects on representation, prediction, evaluation, and behavior.
By Yaacov Trope, Nira Liberman and Cheryl Wakslak....................................................................................14
Extending the boundaries of sensory marketing and examining the sixth sensory system: effects of vestibular
sensations for sitting versus standing postures on food taste perception. By Biswas, Szocs and Abell............18
Week 2 – consumer (ir)rationality................................................................................................................ 24
Preference reversals between joint and separate evaluations of options: a review and theoretical analysis. By
Hsee, Blount, Loewenstein and Bazerman.................................................................................................... 29
How consumers are affected by the framing of attribute information before and after consuming the
product. By Levin and Geath........................................................................................................................ 32
Zero as a special price: the true value of free products. By Shampanier, Mazar and Ariely............................34
The envy premium in product evaluation. By van de Ven, Zeelenberg and Pieters........................................39
Week 3 technology and social influences on consumers...............................................................................43
Technology and consumer behavior............................................................................................................. 48
Signaling status with luxury goods: the role of brand prominence. By Han, Nunes & Drèze...........................54
Spillover effects in seeded word-of-mouth marketing campaigns. By Chae, Stephen, Bard & Yao..................58
Task-dependent algorithm aversion. By Castelo, Bos and Lehmann..............................................................62
Photographic memory: the effects of volitional photo taking on memory for visual and auditory aspects of an
experience. By Barash, Diehl, Silverman and Zauberman..............................................................................67
Full disclosure: how smartphones enhance consumer self-disclosure. By Melumad and Meyer.....................70
Privacy and human behavior in the age of information. By Acquisti, Brandimarte and Loewenstein..............76
Social influence in the retail context: a contemporary review of the literature. By Argo and Dahl.................79
Week 4 – consumer’s affective and emotional response...............................................................................83
What makes online content viral? By Milkman and Berger...........................................................................90
The effects on physiological arousal on information processing and persuasion. By Sanbonmatsu and Kardes
.................................................................................................................................................................... 94
The influence of ad-evoked feelings on brand evaluations: empirical generalizations from consumer
responses to more than 1000 TV commercials. By Pham, Geuens and Pelsmacker........................................98
,Licensing effect in consumer choice. By Khan and Dhar...............................................................................102
Week 5 – Consumers and marketing for a ‘better world’.............................................................................106
The goal-gradient hypothesis resurrected: purchase acceleration, illusionary goal progress, and customer
retention. By Kivetz, Urminsky and Zheng.................................................................................................. 112
A room with a viewpoint: using social norms to motivate environmental conservation in hotels. By Goldstein,
Cialdini and Griskevicius............................................................................................................................. 116
Justification effects on consumer choice of hedonic and utilitarian goods. By Okada...................................120
The effect of goal visualization on goal pursuit: implications for consumers and managers. By Cheema and
Bagchi........................................................................................................................................................ 124
Slides......................................................................................................................................................... 129
Week 1 - Lecture videos week 1
The psychological core
,• Consumer behavior reflects 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].
• To simplify it is about the totality of the decisions people make in their roles as
consumers.
• Psychology is the scientific study of the human mind and behavior.
• From exposure to action: stimuli response
o Sensation: five basic senses; vision, hearing, smell, taste and touch. All of
these have a separate part in the brain. It is about signals.
o Perception: how the human mind interprets signals from the senses. You can
perceive senses differently. There are two types of processing: bottom-up and
top-down.
Bottom-up: start from the sense and interpret it.
Top-down: assigning meaning to the sense based of the stuff that is
already in your memory, contextual factors. For instance, a test with
testing beer blind and not blind (they were told there were vinegar
drops in) and the not blind group disliked it more.
, o Memory: pre-existing knowledge in our minds that affects how we interpret
signals from our sensory organs. The brain is a complicated system of
interconnected cells. Memory is the neural network of associated nodes.
Long-term memory is where information is permanently stored for
later use.
Working memory is involved in goal-directed behaviors in which
information must be retained and manipulated to ensure successful
task execution.
Beliefs and attitudes exist in (implicit) associative networks.
Activation of one concept activates relative concepts.
Associate networks for brands can be influenced by marketing actions.
Celebrity endorsements build associations between the endorses and
the brand.
Priming is the act of introducing a stimulus to influence how
individuals respond to a subsequent stimulus. E.g., playing German
music, the sales of German wine increased.
o Attention reflects how much mental activity is devoted to a stimulus.
Attention is limited
Attention is selective
Attention can be divided
Marketing is a contest for people’s attention
• Marketing application. Stimulus:
Sensory marketing – An integrative review of sensory marketing: Engaging the senses to
affect perception, judgment and behavior. By Aradna Krishna
• This article is an overview article which means no empirical data.
