Lecture notes Consumer Behaviour

Table of Contents
Lecture 1................................................................................................................................ 3
1. The mere exposure effect...............................................................................................3
2. Consumer Decision Process Model (The 7 steps)..........................................................4
Lecture 2: Consumer Memory and Learning..........................................................................8
1. Memory system...............................................................................................................8
2. The Associate Network...................................................................................................9
3. Properties of Associations...............................................................................................9
4. Model of Spreading Activation........................................................................................9
5. Marketing Relevance of Association Networks.............................................................10
6. Learning (4 models)......................................................................................................10
7. Forgetting...................................................................................................................... 11
8. Reconstructive Memory................................................................................................11
Summary.......................................................................................................................... 11
Lecture 3: Consumer Motivation...........................................................................................12
1.Model of consumer motivation.......................................................................................12
1. Goals are Organized in Associative Networks..............................................................12
2. Properties of Goal Systems..........................................................................................12
4. Marketing Relevance of Goal Systems.........................................................................14
5. The Self-Concept as Repository of Consumer Chronic Goals.......................................15
6. Multiple Selves.............................................................................................................. 15
7. Compensatory Consumption.....................................................................................16
Summary.......................................................................................................................... 16
Lecture 4: Consumer perception..........................................................................................17
1. Perception process.......................................................................................................17
2. Bottum up and top down processing.............................................................................17
3. Stimulus-related factors................................................................................................18
4. Context-related factors..................................................................................................19
5. Consumer factors.......................................................................................................... 20
Summary.......................................................................................................................... 20
Lecture 5: Attitudes and Influence........................................................................................22
1. Consumer Attitudes......................................................................................................22
2. Components of attitudes...............................................................................................22
3. Predicting and understanding attitudes.........................................................................23
4. Integral affect................................................................................................................ 23

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, 5. Incidental affect............................................................................................................. 23
6. Influencing consumers communication (2)....................................................................24
6.1 Source..................................................................................................................... 24
6.2 Message.................................................................................................................. 25
Summary.......................................................................................................................... 27
Lecture 6: Influencing Consumers: Social Influence.............................................................28
1. Elaboration Likelihood Model (ELM).............................................................................28
1.1 Central Route.......................................................................................................... 28
1.2 Peripheral route.......................................................................................................28
2. Social influence............................................................................................................. 29
3. Informational influence..................................................................................................30
4.Normative social influence (4)....................................................................................32
5.Value expressive influence.........................................................................................33
Summary.......................................................................................................................... 34
Lecture 7: Consumer Characteristics and Context...............................................................34
1. National culture............................................................................................................. 34
2. Manipulating self-construal...........................................................................................35
3. Effects of culture on choice...........................................................................................35
4. Demographic characteristics.........................................................................................35
5. Psychological characteristics........................................................................................36
Summary.......................................................................................................................... 36
Lecture 8: Consumer Decision Making.................................................................................37
1. Rational choice theory...................................................................................................37
2. Consumers do not behave rationally (8)........................................................................37
3. The construction of preference......................................................................................39
Summary.......................................................................................................................... 39
Lecture 9: Consumer Satisfaction, Dissatisfaction and Happiness.......................................40
1.What is Satisfaction/Dissatisfaction?..............................................................................40
2.Expectancy confirmation model.....................................................................................40
3.Adaptation...................................................................................................................... 43
4.Rationality...................................................................................................................... 43
Summary.......................................................................................................................... 44
ARTICLES........................................................................................................................ 44




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,Lecture 1

1. The mere exposure effect
● The mere exposure effect: Its an individual effect but also something that you can
learn. Its an individual phenomenon, fact that you can learn, something that you can
memorize.
● Zajonc (1968) presented participants with fake kanji characters.
○ Each symbol was presented between 1 and 25 times.
○ After the presentation, participants rated each symbol.
○ Results indicated that participants felt more positively and more familiar with it
(i.e., they liked) the symbols that were presented more frequently.
○ e.g., people were more comfortable with investing in stocks that seem more
familiar (i.e., APPL vs. XPDI)
● Why are studies like this important?
○ Brands
■ The more recognizable a brand is, the more positive people will feel
towards that brand.

What is consumer behaviour?
● Kardes: Human reactions to products, services, and
marketing activities.
● Blackwell et al.: Human activities related to the
obtaining, consuming and disposing of products and
services.
● Solomon: Processes involved in selecting, buying,
using or disposing of products, services, ideas and
experiences to satisfy needs and wants.
● Avery et al.: Set of mental and physical activities
undertaken by consumers to acquire and consume
products as to fulfill their needs and wants.
● Peter & Olson: Dynamic interactions of affect
(feelings or emotions), cognition (thoughts), and
behaviour, with events in the environment, that
are associated with the “exchange aspects” of
human life.

Consumer behaviour research
 Topics
 Motivation, advertising effects, decision processes, consumption rituals, etc.
o Theories
o Psychology, Sociology, Anthropology, Economics
 Methods
 Surveys, experiments, observation, interviews, etc.



Who studies consumer behaviour?
1. Marketers
2. Social Organizations
3. Public Policy Makers




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, 2. Consumer Decision Process Model (The 7 steps)
Step 1. Need recognition
What is a need?
● Need: the discrepancy between the actual and desired state
● anything that increases your desired states increases (generates) your need
● A need has a desired and actual state. However a change in a desired state might
create a need. Think of life stage changes, new tastes and/or new technologies.
Moreover, a change in an actual stage can also lead to a need. For example if you
want ice cream and you see that you have ran out of it you need it. another thing can
be problem removal or problem avoidance.
● Which factors influence the indifferent zone? One factor is high or low risk.
● There is no control about the actual state and the desired state is the desired
objective.

Step 2. Search for information
Information processing

These are 2 ways that we search for information:

1.Intern
al
-




Retrieval from memory
2. External
-Marketer sources
advertising, company websites, stores, salespeople, brochures
-Non-marketer sources
other consumers (including family and friends), consumer organizations, government,
media


Information Search
Heuristic Search Systematic search
ad-hoc organized
convenience-based comprehensive
relies on rule of thumb effortful
less risk more risk
low level of involvement high level of involvement
more knowledge less knowledge
less time more time
Note: this is a continuum, more of like a spectrum  Its a continuum of information.




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