1ZV20 Summary
Contents
Marketing and Consumer behavior .................................................................................... 3
Theoretical Approaches to Consumer Behavior................................................................. 4
Consumer Needs .............................................................................................................. 5
Customer Satisfaction and Retention ................................................................................ 6
Development of the marketing concept.............................................................................. 7
Segmentation .................................................................................................................... 8
Product Positioning.......................................................................................................... 11
Perceived Quality ............................................................................................................ 13
Perceived Risk ................................................................................................................ 14
Involvement ..................................................................................................................... 15
A model of consumer decision-making ............................................................................ 17
Models of consumers; Four views of consumer decision-making..................................... 19
Elaboration Likelihood Model ........................................................................................... 20
Consumer Learning ......................................................................................................... 21
Behavioural learning theories .......................................................................................... 22
Memory and Perceptions ................................................................................................. 24
Dynamics of perception ................................................................................................... 26
Attitudes and Behavior .................................................................................................... 29
Choice Rules and Strategies ........................................................................................... 33
Means-End Chain ............................................................................................................ 35
Diffusion of Innovativeness and Lead Users .................................................................... 37
User-Generated Product Design...................................................................................... 40
Choice Heuristics ............................................................................................................ 43
Consumer influence and the diffusion of innovations ....................................................... 45
Adaption and Innovators .................................................................................................. 47
Reinforcement of behavior............................................................................................... 48
Articles ................................................................................................................................ 49
Peter H. Bloch & Marsha L. Richins - A Theoretical Model for the Study of Product
Importance Perceptions ................................................................................................... 49
BRIAN WANSINK, ROBERT J. KENT, and STEPHEN J. HOCH* - An Anchoring and
Adjustment Model of Purchase Quantity Decisions ......................................................... 49
1
, S. Sinem Atakan, Richard P. Bagozzi, Carolyn Yoon - Consumer participation in the
design and realization stages of production: How self-production shapes consumer
evaluations and relationships to products ........................................................................ 49
Hoyer, MacInnis and Pieters (2013) - Low-Effort Thought-Based Decision Making ......... 50
Jeff Bray - Consumer Behaviour Theory: Approaches and Models .................................. 50
Kardes, Cline and Cronley (2010) – Heuristics ................................................................ 50
Mark Heitmann, Jan R. Landwehr, Thomas F. Schreiner, and Harald J. van Heerde -
Leveraging Brand Equity for Effective Visual Product Design .......................................... 51
Frances K. Stage , Hasani C. Carter & Amaury Nora - Path Analysis: An Introduction and
Analysis of a .................................................................................................................... 51
Decade of Research ........................................................................................................ 51
Martin Schreier, Christoph Fuchs, & Darren W. Dahl - The Innovation Effect of User
Design: Exploring Consumers’ Innovation Perceptions of Firms Selling Products Designed
by Users .......................................................................................................................... 51
Petra Bosch-Sijtsema and Jan Bosch - User Involvement throughout the Innovation
Process in High-Tech Industries ...................................................................................... 52
Assignment 2................................................................................................................... 53
2A ................................................................................................................................ 53
2B ................................................................................................................................ 53
2C ................................................................................................................................ 54
Other................................................................................................................................... 56
Changing the basic motivational function......................................................................... 57
Structural models of attitudes .......................................................................................... 58
........................................................................................................................................ 59
Altering components of the multi-attribute model ............................................................. 59
2
,Marketing and Consumer behavior
• Product Innovation: a business process, consisting of several stages and spanning
various business functions, with the goal of launching new or improving existing products
• Marketing: an organizational function and a set of processes for creating,
communicating, and delivering value to customers based on their needs
“Consumer behaviour is defined as the behavior that consumers display in searching for,
purchasing, using, evaluating and disposing of products and services that they expect will
satisfy their needs”
• Porter’s value chain > where do you think consumer behavior fits in?
3
, Theoretical Approaches to Consumer Behavior
1. Economic Man
2. Psychodynamic
3. Behaviorist
4. Cognitive
5. Humanist
Cognitive consumer behavior models
Consumer Decision Model
4
Contents
Marketing and Consumer behavior .................................................................................... 3
Theoretical Approaches to Consumer Behavior................................................................. 4
Consumer Needs .............................................................................................................. 5
Customer Satisfaction and Retention ................................................................................ 6
Development of the marketing concept.............................................................................. 7
Segmentation .................................................................................................................... 8
Product Positioning.......................................................................................................... 11
Perceived Quality ............................................................................................................ 13
Perceived Risk ................................................................................................................ 14
Involvement ..................................................................................................................... 15
A model of consumer decision-making ............................................................................ 17
Models of consumers; Four views of consumer decision-making..................................... 19
Elaboration Likelihood Model ........................................................................................... 20
Consumer Learning ......................................................................................................... 21
Behavioural learning theories .......................................................................................... 22
Memory and Perceptions ................................................................................................. 24
Dynamics of perception ................................................................................................... 26
Attitudes and Behavior .................................................................................................... 29
Choice Rules and Strategies ........................................................................................... 33
Means-End Chain ............................................................................................................ 35
Diffusion of Innovativeness and Lead Users .................................................................... 37
User-Generated Product Design...................................................................................... 40
Choice Heuristics ............................................................................................................ 43
Consumer influence and the diffusion of innovations ....................................................... 45
Adaption and Innovators .................................................................................................. 47
Reinforcement of behavior............................................................................................... 48
Articles ................................................................................................................................ 49
Peter H. Bloch & Marsha L. Richins - A Theoretical Model for the Study of Product
Importance Perceptions ................................................................................................... 49
BRIAN WANSINK, ROBERT J. KENT, and STEPHEN J. HOCH* - An Anchoring and
Adjustment Model of Purchase Quantity Decisions ......................................................... 49
1
, S. Sinem Atakan, Richard P. Bagozzi, Carolyn Yoon - Consumer participation in the
design and realization stages of production: How self-production shapes consumer
evaluations and relationships to products ........................................................................ 49
Hoyer, MacInnis and Pieters (2013) - Low-Effort Thought-Based Decision Making ......... 50
Jeff Bray - Consumer Behaviour Theory: Approaches and Models .................................. 50
Kardes, Cline and Cronley (2010) – Heuristics ................................................................ 50
Mark Heitmann, Jan R. Landwehr, Thomas F. Schreiner, and Harald J. van Heerde -
Leveraging Brand Equity for Effective Visual Product Design .......................................... 51
Frances K. Stage , Hasani C. Carter & Amaury Nora - Path Analysis: An Introduction and
Analysis of a .................................................................................................................... 51
Decade of Research ........................................................................................................ 51
Martin Schreier, Christoph Fuchs, & Darren W. Dahl - The Innovation Effect of User
Design: Exploring Consumers’ Innovation Perceptions of Firms Selling Products Designed
by Users .......................................................................................................................... 51
Petra Bosch-Sijtsema and Jan Bosch - User Involvement throughout the Innovation
Process in High-Tech Industries ...................................................................................... 52
Assignment 2................................................................................................................... 53
2A ................................................................................................................................ 53
2B ................................................................................................................................ 53
2C ................................................................................................................................ 54
Other................................................................................................................................... 56
Changing the basic motivational function......................................................................... 57
Structural models of attitudes .......................................................................................... 58
........................................................................................................................................ 59
Altering components of the multi-attribute model ............................................................. 59
2
,Marketing and Consumer behavior
• Product Innovation: a business process, consisting of several stages and spanning
various business functions, with the goal of launching new or improving existing products
• Marketing: an organizational function and a set of processes for creating,
communicating, and delivering value to customers based on their needs
“Consumer behaviour is defined as the behavior that consumers display in searching for,
purchasing, using, evaluating and disposing of products and services that they expect will
satisfy their needs”
• Porter’s value chain > where do you think consumer behavior fits in?
3
, Theoretical Approaches to Consumer Behavior
1. Economic Man
2. Psychodynamic
3. Behaviorist
4. Cognitive
5. Humanist
Cognitive consumer behavior models
Consumer Decision Model
4
