Hoorcollege 2 Consumer Behavior
What is consumer behaviour?
Consumer behaviour reflects the totality of consumer decisions with respect to the acquisition,
consumption and disposition of goods services, time, and ideas by (human) decision making units.
- Psychology, economics, sociology
- Experiments
Are we rational?
Rationeel: nut maximale keuzes zonder emoties.
Context effect – value objects (Coca-cola)
Who would be interested in knowing more about consumer behaviour?
- Marketing managers
- Public policy makers
- Consumers
- Students
Why learning about experiments?
- A lot of research in CB is conducted with experiments
- All of you will be running an experiment in the project
- Knowing how to run an experiment will help you:
o To provide solid (causal) evidence when making a point
o To think independently
Question to you as a (marketing)manager
Do celebrities in an ad cause a more positive attitude towards the brand? (should I pay huge of
money to hire a celebrity?)
- Benchmark
- Deskresearch
- Één keer met bekende mensen en 1 keer zonder bekende mensen
What are the different ways to tackle the question
- Experiment
- Survey (vragenlijst)
- Eye tracking
What is consumer behaviour?
Consumer behaviour reflects the totality of consumer decisions with respect to the acquisition,
consumption and disposition of goods services, time, and ideas by (human) decision making units.
- Psychology, economics, sociology
- Experiments
Are we rational?
Rationeel: nut maximale keuzes zonder emoties.
Context effect – value objects (Coca-cola)
Who would be interested in knowing more about consumer behaviour?
- Marketing managers
- Public policy makers
- Consumers
- Students
Why learning about experiments?
- A lot of research in CB is conducted with experiments
- All of you will be running an experiment in the project
- Knowing how to run an experiment will help you:
o To provide solid (causal) evidence when making a point
o To think independently
Question to you as a (marketing)manager
Do celebrities in an ad cause a more positive attitude towards the brand? (should I pay huge of
money to hire a celebrity?)
- Benchmark
- Deskresearch
- Één keer met bekende mensen en 1 keer zonder bekende mensen
What are the different ways to tackle the question
- Experiment
- Survey (vragenlijst)
- Eye tracking
