CONSUMER BEHAVIOUR
Summary of lectures and articles 2021
, Table of contents
Article overview ......................................................................................................................... 2
Week 1: Psychological core of consumer behavior....................................................................... 3
The psychological core – intro to the topic ................................................................................................... 3
Sensory marketing – linked to article 1 of this week .................................................................................... 3
Construal Level Theory – linked to article 2 of this week .............................................................................. 4
Memory for experiences – linked to article 3 of this week ........................................................................... 4
Week 2: Consumer (ir)rationality ................................................................................................ 5
Introduction to Consumer (ir)rationality ....................................................................................................... 5
System 1 vs. System 2 thinking ..................................................................................................................... 5
Decision-making heuristics ............................................................................................................................ 5
Biases............................................................................................................................................................. 5
Framing – linked to article 1 of this week ..................................................................................................... 6
Anchoring Bias and Zero Price Effect – linked to article 3 of this week ........................................................ 6
Absence vs. Presence – linked to article 2 of this week ................................................................................ 6
Week 3: Technology and social influences on consumer behavior ............................................... 7
Social Influences on Consumer Behavior – intro to the topic ....................................................................... 7
Signaling – linked to article 1 of this week .................................................................................................... 7
Word of Mouth Marketing – linked to article 2 of this week ........................................................................ 7
Technologies and Consumer Behavior – intro to the topic ........................................................................... 8
Algorithm Aversion – linked to article 3 of this week ................................................................................... 8
Technology and the Psychological Core – linked to article 4 of this week .................................................... 9
Week 4: Affective and Emotional Consumer Reactions .............................................................. 10
Consumers’ emotional system and appraisal theory of emotion – intro to the topic ................................ 10
Affect, mood, and emotion ......................................................................................................................... 10
Valence and Arousal – linked to article 1 & 2 of this week ......................................................................... 10
Ad evoked emotions: positive – linked to article 3 of this week ................................................................. 11
Ad evoked emotions: negative .................................................................................................................... 11
Week 5: Consumers and Marketing for a “Better World” .......................................................... 12
Motivation and consumer behavior ............................................................................................................ 12
Needs and consumer behavior ................................................................................................................... 12
Goals and Self-control – linked to article 1 of this week ............................................................................. 13
Self-control failure – linked to article 3 of this week................................................................................... 13
Change behavior for the better – linked to article 2 of this week............................................................... 14
Blog week 5 (optional) ................................................................................................................................ 14
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Summary of lectures and articles 2021
, Table of contents
Article overview ......................................................................................................................... 2
Week 1: Psychological core of consumer behavior....................................................................... 3
The psychological core – intro to the topic ................................................................................................... 3
Sensory marketing – linked to article 1 of this week .................................................................................... 3
Construal Level Theory – linked to article 2 of this week .............................................................................. 4
Memory for experiences – linked to article 3 of this week ........................................................................... 4
Week 2: Consumer (ir)rationality ................................................................................................ 5
Introduction to Consumer (ir)rationality ....................................................................................................... 5
System 1 vs. System 2 thinking ..................................................................................................................... 5
Decision-making heuristics ............................................................................................................................ 5
Biases............................................................................................................................................................. 5
Framing – linked to article 1 of this week ..................................................................................................... 6
Anchoring Bias and Zero Price Effect – linked to article 3 of this week ........................................................ 6
Absence vs. Presence – linked to article 2 of this week ................................................................................ 6
Week 3: Technology and social influences on consumer behavior ............................................... 7
Social Influences on Consumer Behavior – intro to the topic ....................................................................... 7
Signaling – linked to article 1 of this week .................................................................................................... 7
Word of Mouth Marketing – linked to article 2 of this week ........................................................................ 7
Technologies and Consumer Behavior – intro to the topic ........................................................................... 8
Algorithm Aversion – linked to article 3 of this week ................................................................................... 8
Technology and the Psychological Core – linked to article 4 of this week .................................................... 9
Week 4: Affective and Emotional Consumer Reactions .............................................................. 10
Consumers’ emotional system and appraisal theory of emotion – intro to the topic ................................ 10
Affect, mood, and emotion ......................................................................................................................... 10
Valence and Arousal – linked to article 1 & 2 of this week ......................................................................... 10
Ad evoked emotions: positive – linked to article 3 of this week ................................................................. 11
Ad evoked emotions: negative .................................................................................................................... 11
Week 5: Consumers and Marketing for a “Better World” .......................................................... 12
Motivation and consumer behavior ............................................................................................................ 12
Needs and consumer behavior ................................................................................................................... 12
Goals and Self-control – linked to article 1 of this week ............................................................................. 13
Self-control failure – linked to article 3 of this week................................................................................... 13
Change behavior for the better – linked to article 2 of this week............................................................... 14
Blog week 5 (optional) ................................................................................................................................ 14
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