Contents
Lecture 1................................................................................................................................................2
Marketing & Consumer Well-Being – Lecture 1.................................................................................2
Burroughs – What Welfare?..............................................................................................................9
Reynolds – “Laddering theory, method, analysis, and interpretation..............................................15
Lecture 2..............................................................................................................................................22
Marketing and consumer well-being lecture 2................................................................................22
Walker – Disparities and access to healthy food in the United States.............................................24
Lecture 3..............................................................................................................................................27
Lecture 3 Summary..........................................................................................................................27
Allcott, H., & S. Mullainathan (2010). Behavioral science and energy policy.
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.208.5738&rep=rep1&type=pdf........39
Frederiks – Household energy use: applying behavioural economics to understand consumer
decision-making and behavior.........................................................................................................43
Hamilton, R. W., & Thompson, D. V. (2007). Is there a substitute for direct experience? Comparing
consumers' preferences after direct and indirect product experiences. Journal of Consumer
Research, 34(4), 546-555.................................................................................................................49
Newman - When going green Backfires: How firm intensions shape the evaluation of Socially
Beneficial Product Enhancement.....................................................................................................52
Trope, Y., Liberman, N., & Wakslak, C. (2007). Construal Levels and Psychological Distance: Effects
on Representation, Prediction, Evaluation, and Behavior. Journal of Consumer Psychology, 17(2),
83–95...............................................................................................................................................53
Lecture 5..............................................................................................................................................57
Lecture 5 Summary..........................................................................................................................57
Bolderdijk, J. W., Steg, L., Geller, E. S., Lehman, P. K., & Postmes, T. (2013). Comparing the
effectiveness of monetary versus moral motives in environmental campaigning. Nature Climate
Change, 3(4), 413-416......................................................................................................................66
Chandon, Pierre, and Brian Wansink. "Does food marketing need to make us fat? A review and
solutions." Nutrition Reviews 70.10 (2012): 571-593......................................................................69
Summary 1...................................................................................................................................69
Summary 2...................................................................................................................................77
Griffiths, P. E., and C. West. "A balanced intervention ladder: promoting autonomy through public
health action." Public Health 129.8 (2015): 1092-1098...................................................................81
Hertwig, R., & Grüne-Yanoff, T. (2017). Nudging and boosting: Steering or empowering good
decisions. Perspectives on Psychological Science, 12(6), 973-986...................................................87
Lecture 7..............................................................................................................................................94
Lecture Summary 7..........................................................................................................................94
Khan – Licensing Effect in Consumer Choice..................................................................................102
, Van Doorn - The warm glow of recycling can make us more wasteful..........................................106
Other Articles.....................................................................................................................................111
White et al.....................................................................................................................................111
Van ittersum..................................................................................................................................116
Lecture 1
Marketing & Consumer Well-Being – Lecture 1
“Without consumption – at least at the basic level of air, water, food, and shelter – life causes”
-Consumption went too far
Lot of people with obesity
Central proposition: Marketers who take the well-being of consumers at heart can improve their
own financial well-being as well as the well-being of consumers.
1. Critical concepts & definitions:
(1) Marketing
Business activities involved in the flow of goods and services from production to
consumption.
The activity, set of institution, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large –
American Marketing Association
(2) Consumer behavior
Purchase – Consumption – Disposal.
All behaviors related to the purchase/consumption process all part of the consumer
behavior (search, purchase, consumption, disposal, etc.)
(3) Consumer well-being
Two broad perspectives on consumer well-being
, 1. Hedonic perspective
2. A eudaimonic perspective
The hedonic perspective focuses on happiness and defines consumer well-being in terms of
pleasure attainment and pain avoidance.
> The eudaimonic perspective focuses on the actualization of human potentials and defines
consumer well-being in terms of the degree to which people are realizing their true nature.
(4) Well-being & Health
The hedonic perspective focuses on happiness and defines consumer well-being in terms of
pleasure attainment and pain avoidance.
The eudaimonic perspective focuses on the actualization of human potentials and defines
consumer well-being in terms of the degree to which people are realinzing their true nature.
1. The WHO definition of health as complete wellbeing is no longer fit for purpose given the rise of
chronic disease.
2. Machteld Huber and collogues propose changing that emphasis towards the ability to adapt and
self-manager in the face of social, physical, and emotional challenges.
Well-being & Energy
The hedonic perspective focuses on happiness and defines consumer well-being in terms of
pleasure attainment and pain avoidance.
The eudaimonic perspective focuses on the actualization of human potentials and defines
consumer well-being in terms of the degree to which people are realizing their true nature.
1. Energy consumption and changing norms
2. Energy transition – prosumers, peaks-balancing
3. Interventions & Feedback
Who is to blame for negative consequences of overconsumption?
1. Marketing get consumers to want and spend more than they can afford (via credit cards,
loans);
2. Marketers are skilled at creating brand differentiation among products that are essentially
homogenous;
3. Marketers want to produce and sell more goods without considering the resource and
environmental costs;
4. Marketing had not paid enough attention to product safety until the likes of Ralph Nader
appeared;
5. Marketers favor giving the public what it wants whether it is good or bad for them;
6. Marketers promote a materialistic mindset;
7. Marketers rarely talk about sane consumption;
8. Marketers are increasing their information about each of us.
Marketers can make you purchase ideas, goods, or services that you do not want or need?
In the essence, marketers cannot force you to buy anything you do not want or need.
However,
, 1. Marketers have raised the standard of living and building the middle class – thinking about
cooking, cleaning clothes, and managing the home thanks to appliances such as the
microwave, refrigerators, stoves, washing machines and dryers….
2. Think about the power of computers, the Internet, tables and smart phones, social media…..
Marketers figured out which consumer wants and needs can be satisfied with these items…making
their lives easier and more satisfying.
Teacher: Think about children, that is a group that should be expected.
Means-End Chain Theory
Potential useful technique for your assignment
For method and how to apply: Reynolds & Gutman 1988
Often there are alteria motives that people are not aware of when buying a product
Lecture 1................................................................................................................................................2
Marketing & Consumer Well-Being – Lecture 1.................................................................................2
Burroughs – What Welfare?..............................................................................................................9
Reynolds – “Laddering theory, method, analysis, and interpretation..............................................15
Lecture 2..............................................................................................................................................22
Marketing and consumer well-being lecture 2................................................................................22
Walker – Disparities and access to healthy food in the United States.............................................24
Lecture 3..............................................................................................................................................27
Lecture 3 Summary..........................................................................................................................27
Allcott, H., & S. Mullainathan (2010). Behavioral science and energy policy.
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.208.5738&rep=rep1&type=pdf........39
Frederiks – Household energy use: applying behavioural economics to understand consumer
decision-making and behavior.........................................................................................................43
Hamilton, R. W., & Thompson, D. V. (2007). Is there a substitute for direct experience? Comparing
consumers' preferences after direct and indirect product experiences. Journal of Consumer
Research, 34(4), 546-555.................................................................................................................49
Newman - When going green Backfires: How firm intensions shape the evaluation of Socially
Beneficial Product Enhancement.....................................................................................................52
Trope, Y., Liberman, N., & Wakslak, C. (2007). Construal Levels and Psychological Distance: Effects
on Representation, Prediction, Evaluation, and Behavior. Journal of Consumer Psychology, 17(2),
83–95...............................................................................................................................................53
Lecture 5..............................................................................................................................................57
Lecture 5 Summary..........................................................................................................................57
Bolderdijk, J. W., Steg, L., Geller, E. S., Lehman, P. K., & Postmes, T. (2013). Comparing the
effectiveness of monetary versus moral motives in environmental campaigning. Nature Climate
Change, 3(4), 413-416......................................................................................................................66
Chandon, Pierre, and Brian Wansink. "Does food marketing need to make us fat? A review and
solutions." Nutrition Reviews 70.10 (2012): 571-593......................................................................69
Summary 1...................................................................................................................................69
Summary 2...................................................................................................................................77
Griffiths, P. E., and C. West. "A balanced intervention ladder: promoting autonomy through public
health action." Public Health 129.8 (2015): 1092-1098...................................................................81
Hertwig, R., & Grüne-Yanoff, T. (2017). Nudging and boosting: Steering or empowering good
decisions. Perspectives on Psychological Science, 12(6), 973-986...................................................87
Lecture 7..............................................................................................................................................94
Lecture Summary 7..........................................................................................................................94
Khan – Licensing Effect in Consumer Choice..................................................................................102
, Van Doorn - The warm glow of recycling can make us more wasteful..........................................106
Other Articles.....................................................................................................................................111
White et al.....................................................................................................................................111
Van ittersum..................................................................................................................................116
Lecture 1
Marketing & Consumer Well-Being – Lecture 1
“Without consumption – at least at the basic level of air, water, food, and shelter – life causes”
-Consumption went too far
Lot of people with obesity
Central proposition: Marketers who take the well-being of consumers at heart can improve their
own financial well-being as well as the well-being of consumers.
1. Critical concepts & definitions:
(1) Marketing
Business activities involved in the flow of goods and services from production to
consumption.
The activity, set of institution, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large –
American Marketing Association
(2) Consumer behavior
Purchase – Consumption – Disposal.
All behaviors related to the purchase/consumption process all part of the consumer
behavior (search, purchase, consumption, disposal, etc.)
(3) Consumer well-being
Two broad perspectives on consumer well-being
, 1. Hedonic perspective
2. A eudaimonic perspective
The hedonic perspective focuses on happiness and defines consumer well-being in terms of
pleasure attainment and pain avoidance.
> The eudaimonic perspective focuses on the actualization of human potentials and defines
consumer well-being in terms of the degree to which people are realizing their true nature.
(4) Well-being & Health
The hedonic perspective focuses on happiness and defines consumer well-being in terms of
pleasure attainment and pain avoidance.
The eudaimonic perspective focuses on the actualization of human potentials and defines
consumer well-being in terms of the degree to which people are realinzing their true nature.
1. The WHO definition of health as complete wellbeing is no longer fit for purpose given the rise of
chronic disease.
2. Machteld Huber and collogues propose changing that emphasis towards the ability to adapt and
self-manager in the face of social, physical, and emotional challenges.
Well-being & Energy
The hedonic perspective focuses on happiness and defines consumer well-being in terms of
pleasure attainment and pain avoidance.
The eudaimonic perspective focuses on the actualization of human potentials and defines
consumer well-being in terms of the degree to which people are realizing their true nature.
1. Energy consumption and changing norms
2. Energy transition – prosumers, peaks-balancing
3. Interventions & Feedback
Who is to blame for negative consequences of overconsumption?
1. Marketing get consumers to want and spend more than they can afford (via credit cards,
loans);
2. Marketers are skilled at creating brand differentiation among products that are essentially
homogenous;
3. Marketers want to produce and sell more goods without considering the resource and
environmental costs;
4. Marketing had not paid enough attention to product safety until the likes of Ralph Nader
appeared;
5. Marketers favor giving the public what it wants whether it is good or bad for them;
6. Marketers promote a materialistic mindset;
7. Marketers rarely talk about sane consumption;
8. Marketers are increasing their information about each of us.
Marketers can make you purchase ideas, goods, or services that you do not want or need?
In the essence, marketers cannot force you to buy anything you do not want or need.
However,
, 1. Marketers have raised the standard of living and building the middle class – thinking about
cooking, cleaning clothes, and managing the home thanks to appliances such as the
microwave, refrigerators, stoves, washing machines and dryers….
2. Think about the power of computers, the Internet, tables and smart phones, social media…..
Marketers figured out which consumer wants and needs can be satisfied with these items…making
their lives easier and more satisfying.
Teacher: Think about children, that is a group that should be expected.
Means-End Chain Theory
Potential useful technique for your assignment
For method and how to apply: Reynolds & Gutman 1988
Often there are alteria motives that people are not aware of when buying a product
