Consumer marketing
Inhoudsopgave
Lecture 1 – Introduction to consumer marketing ............................................................................ 2
Article 1 – How companies learn your secrets (Duhigg, 2012) ........................................................ 3
Lecture 2 – Understanding consumers ........................................................................................... 4
Article 2 – Dueling with desire: a synthesis of past research on want/should conflict (Bitterly et al.,
2014). ............................................................................................................................................ 7
Lecture 3 – Consumer awareness, Attention & Memory .................................................................. 8
Article 3 – Thin slice impressions: how advertising evaluation depends on exposure duration
(Elsen et al., 2016). .......................................................................................................................10
Lecture 4 – Consumer Behavior Refresher ................................................................................... 16
Article 4 – Brand placement in advertiser-funded programs (AFPs) (Verhellen et al., 2016). .........17
Article 5 – To understand consumer behavior, think like a marketplace scientist (Anik, Hauser and
Gibson, 2020). ..............................................................................................................................19
Lecture 5 – Consumer Choice ...................................................................................................... 21
Article 6 – Choice overload: A conceptual review and meta-analysis (Chernev, Bockenholt &
Goodman, 2015). ..........................................................................................................................26
Article 7 – The paradoxical consequences of choice: Often good for the individual, perhaps less
so for society? (Madan, Nanakdewa, Savani & Markus, 2020). ......................................................28
Lecture 7 – Price promotions ....................................................................................................... 30
Article 8 – Zero as a special price: The true value of free products downloads zero as a special
price: the true value of free products. (Shampanier, Mazar & Ariely, 2007). ..................................32
Article 9 – Free offer = cheap product: a selective accessibility account on the valuation of free
offers download free offer = cheap products: a selective accessibility account on the valuation of
free offers (Palmeira & Srivastava, 2013). .....................................................................................35
Lecture 8 – Influence and persuasion .......................................................................................... 37
Article 10 – Physical contact and financial risk taking (Levav & Argo, 2010). .................................39
Article 11 – I’ll have what she’s having: Effects of social influence and body type on the food
choices of others (McFerran, Dahl, Fitzsimons & Morales, 2010). .................................................42
Lecture 9 – Customer loyalty and sustainability ........................................................................... 45
Article 12 – The differential impact of brand loyalty on traditional and online word of mouth (Eelen,
Özturan & Verlegh, 2017). .............................................................................................................47
Article 13 – Building, measuring and profiting from customer loyalty (Watson, Beck, Henderson &
Palmatier, 2015). ..........................................................................................................................51
Lecture 10 – Consumer happiness ............................................................................................... 54
Article 14 – How the intention to share can undermine enjoyment: photo-taking goals and
evaluation of experiences (Barasch, Zauberman & Diehl, 2018). ..................................................59
Article 14 – Some key differences between a happy life and a meaningful life (Baumeister et al.,
2013). ...........................................................................................................................................61
1
,Lecture 1 – Introduction to consumer marketing
Consumer marketing: the main goal is to understand and satisfy consumer needs by
creating and communicating superior value. Understanding consumer psychology
helps marketers know how, when and why consumers make choices – so they can
deliver the right message at the right time.
Main problem: 75-85% of new products fail → because they don’t target a real Job to Be
Done (Clay Christensen).
Jobs to Be Done (JTBD)
Customers don’t buy products; they hire them to make progress.
Focus: needs, not products.
• Example: People don’t want a drill; they want a hole in the wall.
• Solutions are temporary → consumers switch categories when another one does
the job better.
• Circumstances are more important than customer characteristics or product
attributes.
Jobs have 3 dimensions:
• Functional (practical task)
• Emotional (how it makes me feel)
• Social (how it makes me look to others)
• Example: the job of a body wash is not only cleaning (functional) but also feeling
refreshed (emotional) and smelling nice to others (social).
Latent needs:
• Often unconscious/unspoken, but crucial for purchase decisions.
• Not easily captured in surveys/interviews.
Advantages of JTBD logic
• Shifts perspective → customer centric.
• Broadens view on real competitors (solution-free).
• Predictive power (enduring needs, not product features.
• Provides a stable “unit of focus”: success measured by how well the job is done,
not by the product itself.
Questions to uncover jobs
1. What progress is the customer trying to achieve (functional, social, emotional)?
2. What are the circumstances of the struggle?
3. What obstacles stand in the way (tasks to avoid, non-consumption)?
4. Are they using imperfect solutions/workarounds?
5. How do they define quality and what trade-offs are acceptable?
Key takeaways
• JTBD = simple framework to uncover the why behind behavior.
• Focuses on enduring consumer needs → long – lasting product value.
• First: identify the right problem → then solve it.
2
, • Good products don’t sell themselves → marketing is essential.
• Products must meet the metrics that customers themselves use to judge
success.
Article 1 – How companies learn your secrets (Duhigg, 2012)
How companies use consumer data and habit science to exploit life events (like
pregnancy) and reshape shopping habits for long-term loyalty.
Core idea
• Companies use data + psychology to predict and shape consumer behavior.
• Habits (cue → routine → reward) are powerful drivers of behavior.
• Life changes (e.g., pregnancy) create opportunities for long-term loyalty.
Research Question: How can companies use consumer data and habit science to
predict life events and influence shopping behavior?
Theory
• Habit loop: cue → routine → reward.
• About 45% of daily actions are habitual.
• Habits are sticky but can shift during major life events.
• Piggybacking on existing routines is more effective than creating new ones.
Methods & Variables
• Journalistic case study (Target, Febreze, MIT habit research).
• Key variables:
- Cue, Routine, Reward.
- Consumer data (purchase + demographics).
- Life events (pregnancy, moving, divorce).
Findings / Results
• Target’s pregnancy model: Identified expectant mothers via subtle purchases
(unscented lotion, supplements, cotton balls).
• Timing: Ads during 2nd trimester → captured loyalty for years.
• Febreze case: Failed when marketed as odor removal; succeeded when tied to
cleaning habit as a “reward”.
• Privacy backlash: Target accidentally revealed a teenager’s pregnancy.
• Solution: Camouflage targeted ads with random products.
• Outcome: Target revenues grew from $44B (2002) to $67B (2010).
Managerial implications
• Target consumers during life transitions → habits are in flux.
• Because habits are unstable during life transitions, brands should act right
before habits solidify again.
• Link new products to existing routines to ensure adoption.
• Personalization must be subtle to avoid privacy concerns.
3
, • Ethical data use requires informing consumers how their data are used and
letting them control personalization settings.
Limitations: Not a scientific paper but a journalistic account, ethical/privacy issues
discussed but not deeply analyzed, focused on U.S. retail context.
Reflection:
• Other life events (retirement, relocation) may offer similar opportunities.
• Balance personalization with consumer trust.
Lecture 2 – Understanding consumers
Example content
• Focus: Everyday product under €10
- Example: mangos bought at Albert Heijn
• DMU: Decision making unit (a person) → A friend, for his own birthday party.
• DMP: Decision making process → Triggered by neighbors needing mangos for
dinner.
→ DMU = who decides
→ DMP = what process leads to the purchase
Purchase situation (Mango’s example)
• Location: Albert Heijn (many choices, convenient).
• Decision factors: Freshness, quality, ripeness, price, convenience and habit,
brand relevance.
• Product type: utilitarian → practical functional, necessary.
But! A mango can be both utilitarian or hedonic – it depends on who buys it, why, and in
what context.
Figure 1 - FCB Grid
4
Inhoudsopgave
Lecture 1 – Introduction to consumer marketing ............................................................................ 2
Article 1 – How companies learn your secrets (Duhigg, 2012) ........................................................ 3
Lecture 2 – Understanding consumers ........................................................................................... 4
Article 2 – Dueling with desire: a synthesis of past research on want/should conflict (Bitterly et al.,
2014). ............................................................................................................................................ 7
Lecture 3 – Consumer awareness, Attention & Memory .................................................................. 8
Article 3 – Thin slice impressions: how advertising evaluation depends on exposure duration
(Elsen et al., 2016). .......................................................................................................................10
Lecture 4 – Consumer Behavior Refresher ................................................................................... 16
Article 4 – Brand placement in advertiser-funded programs (AFPs) (Verhellen et al., 2016). .........17
Article 5 – To understand consumer behavior, think like a marketplace scientist (Anik, Hauser and
Gibson, 2020). ..............................................................................................................................19
Lecture 5 – Consumer Choice ...................................................................................................... 21
Article 6 – Choice overload: A conceptual review and meta-analysis (Chernev, Bockenholt &
Goodman, 2015). ..........................................................................................................................26
Article 7 – The paradoxical consequences of choice: Often good for the individual, perhaps less
so for society? (Madan, Nanakdewa, Savani & Markus, 2020). ......................................................28
Lecture 7 – Price promotions ....................................................................................................... 30
Article 8 – Zero as a special price: The true value of free products downloads zero as a special
price: the true value of free products. (Shampanier, Mazar & Ariely, 2007). ..................................32
Article 9 – Free offer = cheap product: a selective accessibility account on the valuation of free
offers download free offer = cheap products: a selective accessibility account on the valuation of
free offers (Palmeira & Srivastava, 2013). .....................................................................................35
Lecture 8 – Influence and persuasion .......................................................................................... 37
Article 10 – Physical contact and financial risk taking (Levav & Argo, 2010). .................................39
Article 11 – I’ll have what she’s having: Effects of social influence and body type on the food
choices of others (McFerran, Dahl, Fitzsimons & Morales, 2010). .................................................42
Lecture 9 – Customer loyalty and sustainability ........................................................................... 45
Article 12 – The differential impact of brand loyalty on traditional and online word of mouth (Eelen,
Özturan & Verlegh, 2017). .............................................................................................................47
Article 13 – Building, measuring and profiting from customer loyalty (Watson, Beck, Henderson &
Palmatier, 2015). ..........................................................................................................................51
Lecture 10 – Consumer happiness ............................................................................................... 54
Article 14 – How the intention to share can undermine enjoyment: photo-taking goals and
evaluation of experiences (Barasch, Zauberman & Diehl, 2018). ..................................................59
Article 14 – Some key differences between a happy life and a meaningful life (Baumeister et al.,
2013). ...........................................................................................................................................61
1
,Lecture 1 – Introduction to consumer marketing
Consumer marketing: the main goal is to understand and satisfy consumer needs by
creating and communicating superior value. Understanding consumer psychology
helps marketers know how, when and why consumers make choices – so they can
deliver the right message at the right time.
Main problem: 75-85% of new products fail → because they don’t target a real Job to Be
Done (Clay Christensen).
Jobs to Be Done (JTBD)
Customers don’t buy products; they hire them to make progress.
Focus: needs, not products.
• Example: People don’t want a drill; they want a hole in the wall.
• Solutions are temporary → consumers switch categories when another one does
the job better.
• Circumstances are more important than customer characteristics or product
attributes.
Jobs have 3 dimensions:
• Functional (practical task)
• Emotional (how it makes me feel)
• Social (how it makes me look to others)
• Example: the job of a body wash is not only cleaning (functional) but also feeling
refreshed (emotional) and smelling nice to others (social).
Latent needs:
• Often unconscious/unspoken, but crucial for purchase decisions.
• Not easily captured in surveys/interviews.
Advantages of JTBD logic
• Shifts perspective → customer centric.
• Broadens view on real competitors (solution-free).
• Predictive power (enduring needs, not product features.
• Provides a stable “unit of focus”: success measured by how well the job is done,
not by the product itself.
Questions to uncover jobs
1. What progress is the customer trying to achieve (functional, social, emotional)?
2. What are the circumstances of the struggle?
3. What obstacles stand in the way (tasks to avoid, non-consumption)?
4. Are they using imperfect solutions/workarounds?
5. How do they define quality and what trade-offs are acceptable?
Key takeaways
• JTBD = simple framework to uncover the why behind behavior.
• Focuses on enduring consumer needs → long – lasting product value.
• First: identify the right problem → then solve it.
2
, • Good products don’t sell themselves → marketing is essential.
• Products must meet the metrics that customers themselves use to judge
success.
Article 1 – How companies learn your secrets (Duhigg, 2012)
How companies use consumer data and habit science to exploit life events (like
pregnancy) and reshape shopping habits for long-term loyalty.
Core idea
• Companies use data + psychology to predict and shape consumer behavior.
• Habits (cue → routine → reward) are powerful drivers of behavior.
• Life changes (e.g., pregnancy) create opportunities for long-term loyalty.
Research Question: How can companies use consumer data and habit science to
predict life events and influence shopping behavior?
Theory
• Habit loop: cue → routine → reward.
• About 45% of daily actions are habitual.
• Habits are sticky but can shift during major life events.
• Piggybacking on existing routines is more effective than creating new ones.
Methods & Variables
• Journalistic case study (Target, Febreze, MIT habit research).
• Key variables:
- Cue, Routine, Reward.
- Consumer data (purchase + demographics).
- Life events (pregnancy, moving, divorce).
Findings / Results
• Target’s pregnancy model: Identified expectant mothers via subtle purchases
(unscented lotion, supplements, cotton balls).
• Timing: Ads during 2nd trimester → captured loyalty for years.
• Febreze case: Failed when marketed as odor removal; succeeded when tied to
cleaning habit as a “reward”.
• Privacy backlash: Target accidentally revealed a teenager’s pregnancy.
• Solution: Camouflage targeted ads with random products.
• Outcome: Target revenues grew from $44B (2002) to $67B (2010).
Managerial implications
• Target consumers during life transitions → habits are in flux.
• Because habits are unstable during life transitions, brands should act right
before habits solidify again.
• Link new products to existing routines to ensure adoption.
• Personalization must be subtle to avoid privacy concerns.
3
, • Ethical data use requires informing consumers how their data are used and
letting them control personalization settings.
Limitations: Not a scientific paper but a journalistic account, ethical/privacy issues
discussed but not deeply analyzed, focused on U.S. retail context.
Reflection:
• Other life events (retirement, relocation) may offer similar opportunities.
• Balance personalization with consumer trust.
Lecture 2 – Understanding consumers
Example content
• Focus: Everyday product under €10
- Example: mangos bought at Albert Heijn
• DMU: Decision making unit (a person) → A friend, for his own birthday party.
• DMP: Decision making process → Triggered by neighbors needing mangos for
dinner.
→ DMU = who decides
→ DMP = what process leads to the purchase
Purchase situation (Mango’s example)
• Location: Albert Heijn (many choices, convenient).
• Decision factors: Freshness, quality, ripeness, price, convenience and habit,
brand relevance.
• Product type: utilitarian → practical functional, necessary.
But! A mango can be both utilitarian or hedonic – it depends on who buys it, why, and in
what context.
Figure 1 - FCB Grid
4
