1
CONSUMER MARKETING – SUMMARY LECTURES + READINGS
OVERVIEW OF SESSIONS
Themes
Module 1: introduction
- Jobs-to-be-done
- Consumer behaviour exercise
- Segmentation and targeting exercise
Module 2: consumer acquisition
- Attention, perception, memory
- Exposure duration and ad evaluation
- Consumer behaviour refresher
Module 3: consumer considerations
- Consumer choice/mindset
- Construal level theory (CLT)
- Product assortments
MODULE 4: CONSUMER DECISION MAKING
- Price Promotions
- Influence and Persuasion
MODULE 5: CONSUMER RETENTION
- Marketing Ethics
- Customer Loyalty and Sustainability
MODULE 6: MOVING FORWARD
- Consumer Happiness
- Bringing It All Together
Research papers
1. What is interesting about this paper?
2. What is (are) the main research question(s)?
3. What is the theory? In other words, be able to explain the underlying reasons and rationale for
why the authors expect to find specific effects.
4. What are the variables used in the studies (e.g., independent and dependent variables, mediators
and moderators, control variables, demographics)?
5. What does the conceptual model look like?
6. What are the main findings?
7. What are the managerial implications?
, 2
Literature
LECTURE 1: INTRODUCTION TO CONSUMER MARKETING
-
LECTURE 2: UNDERSTANDING CONSUMERS
• Read: Bitterly, T. B., Mislavsky, R., Dai, H., & Milkman, K. L. (2014). Dueling With Desire: A
Synthesis Of Past Research On Want/Should Conflict. Should Conflict (February 28, 2014)
LECTURE 3: CONSUMER AWARENESS, ATTENTION AND MEMORY
• Read And Prepare: Elsen, M., Pieters, R., & Wedel, M. (2016). Thin Slice Impressions: How
Advertising Evaluation Depends On Exposure Duration. Journal Of Marketing Research, 53(4),
563-579.
LECTURE 4: CONSUMER RESEARCH REFRESHER
• Read And Prepare: Verhellen, Y., Eelen, J., Dens, N., & De Pelsmacker, P. (2016). The Short-And
Long-Term Impact Of Brand Placement In An Advertiser-Funded Tv Program On Viewers'
Attitudes Toward The Sponsor Brand And Its Main Competitor. International Journal Of
Advertising, 35(6), 932-948.
• Skim: Anik, L., Hauser, R., & Gibson, M. (2020). To Understand Consumer Behavior, Think Like A
Marketplace Scientist.” Darden Business Publishing.
LECTURE 5: CONSUMER CHOICE, THE ART OF CHOOSING
• Skim: Chernev, A., Böckenholt, U., & Goodman, J. (2015). Choice Overload: A Conceptual Review
And Meta-Analysis. Journal Of Consumer Psychology, 25(2),333- 358.
• Read: Madan, S., Nanakdewa, K., Savani, K., & Markus, H. R. (2020). The Paradoxical
Consequences Of Choice: Often Good For The Individual, Perhaps Less So For Society? Current
Directions In Psychological Science, 29(1), 80-85.
LECTURE 6: PRODUCT ADOPTION
-
LECTURE 7: PRICE PROMOTIONS
• Read: Shampanier, K., Mazar, N., & Ariely, D. (2007). Zero As A Special Price: The True Value Of
Free Products. Marketing Science, 26(6), 742-757.
• Read: Palmeira, M. M., & Srivastava, J. (2013). Free Offer≠ Cheap Product: A Selective
Accessibility Account On The Valuation Of Free Offers. Journal Of Consumer Research, 40(4),
644-656. (Read Up To Study 1)
LECTURE 8: INFLUENCE AND PERSUASION
• Read And Prepare: Levav, J., & Argo, J. J. (2010). Physical Contact And Financial Risk Taking.
Psychological Science, 21(6), 804-810.
• Read And Prepare: Mcferran, B., Dahl, D. W., Fitzsimons, G. J., & Morales, A. C. (2010). I’ll Have
What She’s Having: Effects Of Social Influence And Body Type On The Food Choices Of Others.
Journal Of Consumer Research, 36(6), 915-929 (Read To The End Of Study 1).
LECTURE 9: MARKETING ETHICS
-
LECTURE 10: CUSTOMER LOYALTY
• Read: Eelen, J., Özturan, P., & Verlegh, P. W. (2017). The Differential Impact Of Brand Loyalty On
Traditional And Online Word Of Mouth: The Moderating Roles Of Self-Brand Connection And
The Desire To Help The Brand. International Journal Of Research In Marketing, 34(4), 872-891.
• Read: Watson, G. F., Beck, J. T., Henderson, C. M., & Palmatier, R. W. (2015). Building,
Measuring, And Profiting From Customer Loyalty. Journal Of The Academy Of Marketing Science,
43(6), 790-825.
LECTURE 11: CONSUMER HAPPINESS
• Read An Prepare: Barasch, A., Zauberman, G., & Diehl, K. (2018). How The Intention To Share
Can Undermine Enjoyment: Photo-Taking Goals And Evaluation Of Experiences. Journal Of
Consumer Research, 44(6), 1220-1237.
, 3
LECTURE 1: INTRODUCTION TO CONSUMER MARKETING
LECTURE 1: INTRODUCTION TO CONSUMER MARKETING
MINI CASE - Milkshake
Potential Reasons for lower demand
• Competitor, Customer satisfied, Distribution problems, Product variability, Branding
• Previous communication → what message are we sending, who are we talking to
“Somewhere between 75 and 85 percent of all new products launched into the market don't
succeed financially.”
WHY? → “The reason is they don't target a job that people are trying to get done.”
Clay Christensen
JOBS – TO – BE - DONE (JTBD)
• “Job”: what an individual really seeks to accomplish in a given circumstance.
• “Job”: progress that a person is trying to make in a particular circumstance.
• People hire a product to get a job done. “hire” expresses the fact that customers use a product
until the task is completed.
• The product or product category does not play a role in completing the customer job. Customers
judge solutions by how well they get the job done. Solutions are always temporary as consumers
switch product categories when another one does the job better.
• The circumstances are more important than customer characteristics or product attributes.
• Jobs are never simply about function—they have powerful social and emotional dimensions.
Jobs-to-be-done
• Progress + circumstance
• We hire products to do things for us and understanding what jobs we need to do for which we
hire products is the key to solving this problem.
- What do consumers hire and fire us for
• You are not trying to just solve a consumer problem. You are first trying to figure out what the
right problem is.
• Your job as a marketer is to identify enduring consumer needs to develop products (and
services) that have a lasting impact.
- Consumers have a desire → get them at the product
- What jobs does a product get hired for
Applying jobs to the mini case
- Consumers think that they know what they want
• Cheap and easy solution: making straws smaller → takes longer to drink
Relevant customer needs are often latent needs
• What is crucial for purchase decisions is often not the needs that consumers are aware of and
mention when asked, but rather latent needs – unconscious or hard-to-articulate wishes,
desires, dreams, fears and etc.
- Needs that consumers are not aware of
The job of a body wash
• Functional needs
• Emotional needs → self confidence
• Social needs → masculinity
, 4
➔ combination of needs
Advantages of the JTBD logic for customer needs
• It shifts the perspective to the customer.
• It frees the view on your real competitors
- Compete in a different way → way people think about it is very different
• It has predictive power as it is solution-free.
- Name becomes associated with category
- Different way approaching consumers
Questions you can ask to uncover jobs your customers need help with
1. What progress is the person trying to achieve? What are the functional, social, and emotional
dimensions of the desired progress?
2. What are the circumstances of the struggle? Who, when, where, while doing what?
3. What obstacles are getting in the way of the person making that progress? What tasks do people
want to avoid? Where do you see nonconsumption?
4. Are consumers making do with imperfect solutions through some kind of compensating
behavior? Are they buying and using a product that imperfectly performs the job? Are they
cobbling together a workaround solution involving multiple products? Are they doing nothing at
all to solve the dilemma (e.g., where do you see the nonconsumption)?
5. How would they define what ‘quality’ means for a better solution, and what trade-offs are they
willing to make?
Takeaways
• Jobs-to-be-Done is a simple framework that puts emphasis on the “why” behind what a
customer is doing. It focuses on identifying enduring consumer needs to develop products that
have a lasting impact.
• It gives a unit of focus — the job the customer is looking to do — to build measurable ways of
looking at success that do not change over time. The products need to meet the metrics
important to the customers.
• You are not trying to just solve a consumer problem. You are first trying to figure out what the
right problem is.
• Good products do not sell themselves.
What problem are you solving?
• Keep asking why questions (where does it matter) to dig deeper into the unsaid, the unheard,
the unconscious.
• use “why” questions to elicit attributes, then consequences and finally values!
You need to understand how your consumers interact with (e.g., learn about, buy, test, use) your
product = what value are you creating?
• And make sure that your business is set up to deliver and capture this value!
CONSUMER MARKETING – SUMMARY LECTURES + READINGS
OVERVIEW OF SESSIONS
Themes
Module 1: introduction
- Jobs-to-be-done
- Consumer behaviour exercise
- Segmentation and targeting exercise
Module 2: consumer acquisition
- Attention, perception, memory
- Exposure duration and ad evaluation
- Consumer behaviour refresher
Module 3: consumer considerations
- Consumer choice/mindset
- Construal level theory (CLT)
- Product assortments
MODULE 4: CONSUMER DECISION MAKING
- Price Promotions
- Influence and Persuasion
MODULE 5: CONSUMER RETENTION
- Marketing Ethics
- Customer Loyalty and Sustainability
MODULE 6: MOVING FORWARD
- Consumer Happiness
- Bringing It All Together
Research papers
1. What is interesting about this paper?
2. What is (are) the main research question(s)?
3. What is the theory? In other words, be able to explain the underlying reasons and rationale for
why the authors expect to find specific effects.
4. What are the variables used in the studies (e.g., independent and dependent variables, mediators
and moderators, control variables, demographics)?
5. What does the conceptual model look like?
6. What are the main findings?
7. What are the managerial implications?
, 2
Literature
LECTURE 1: INTRODUCTION TO CONSUMER MARKETING
-
LECTURE 2: UNDERSTANDING CONSUMERS
• Read: Bitterly, T. B., Mislavsky, R., Dai, H., & Milkman, K. L. (2014). Dueling With Desire: A
Synthesis Of Past Research On Want/Should Conflict. Should Conflict (February 28, 2014)
LECTURE 3: CONSUMER AWARENESS, ATTENTION AND MEMORY
• Read And Prepare: Elsen, M., Pieters, R., & Wedel, M. (2016). Thin Slice Impressions: How
Advertising Evaluation Depends On Exposure Duration. Journal Of Marketing Research, 53(4),
563-579.
LECTURE 4: CONSUMER RESEARCH REFRESHER
• Read And Prepare: Verhellen, Y., Eelen, J., Dens, N., & De Pelsmacker, P. (2016). The Short-And
Long-Term Impact Of Brand Placement In An Advertiser-Funded Tv Program On Viewers'
Attitudes Toward The Sponsor Brand And Its Main Competitor. International Journal Of
Advertising, 35(6), 932-948.
• Skim: Anik, L., Hauser, R., & Gibson, M. (2020). To Understand Consumer Behavior, Think Like A
Marketplace Scientist.” Darden Business Publishing.
LECTURE 5: CONSUMER CHOICE, THE ART OF CHOOSING
• Skim: Chernev, A., Böckenholt, U., & Goodman, J. (2015). Choice Overload: A Conceptual Review
And Meta-Analysis. Journal Of Consumer Psychology, 25(2),333- 358.
• Read: Madan, S., Nanakdewa, K., Savani, K., & Markus, H. R. (2020). The Paradoxical
Consequences Of Choice: Often Good For The Individual, Perhaps Less So For Society? Current
Directions In Psychological Science, 29(1), 80-85.
LECTURE 6: PRODUCT ADOPTION
-
LECTURE 7: PRICE PROMOTIONS
• Read: Shampanier, K., Mazar, N., & Ariely, D. (2007). Zero As A Special Price: The True Value Of
Free Products. Marketing Science, 26(6), 742-757.
• Read: Palmeira, M. M., & Srivastava, J. (2013). Free Offer≠ Cheap Product: A Selective
Accessibility Account On The Valuation Of Free Offers. Journal Of Consumer Research, 40(4),
644-656. (Read Up To Study 1)
LECTURE 8: INFLUENCE AND PERSUASION
• Read And Prepare: Levav, J., & Argo, J. J. (2010). Physical Contact And Financial Risk Taking.
Psychological Science, 21(6), 804-810.
• Read And Prepare: Mcferran, B., Dahl, D. W., Fitzsimons, G. J., & Morales, A. C. (2010). I’ll Have
What She’s Having: Effects Of Social Influence And Body Type On The Food Choices Of Others.
Journal Of Consumer Research, 36(6), 915-929 (Read To The End Of Study 1).
LECTURE 9: MARKETING ETHICS
-
LECTURE 10: CUSTOMER LOYALTY
• Read: Eelen, J., Özturan, P., & Verlegh, P. W. (2017). The Differential Impact Of Brand Loyalty On
Traditional And Online Word Of Mouth: The Moderating Roles Of Self-Brand Connection And
The Desire To Help The Brand. International Journal Of Research In Marketing, 34(4), 872-891.
• Read: Watson, G. F., Beck, J. T., Henderson, C. M., & Palmatier, R. W. (2015). Building,
Measuring, And Profiting From Customer Loyalty. Journal Of The Academy Of Marketing Science,
43(6), 790-825.
LECTURE 11: CONSUMER HAPPINESS
• Read An Prepare: Barasch, A., Zauberman, G., & Diehl, K. (2018). How The Intention To Share
Can Undermine Enjoyment: Photo-Taking Goals And Evaluation Of Experiences. Journal Of
Consumer Research, 44(6), 1220-1237.
, 3
LECTURE 1: INTRODUCTION TO CONSUMER MARKETING
LECTURE 1: INTRODUCTION TO CONSUMER MARKETING
MINI CASE - Milkshake
Potential Reasons for lower demand
• Competitor, Customer satisfied, Distribution problems, Product variability, Branding
• Previous communication → what message are we sending, who are we talking to
“Somewhere between 75 and 85 percent of all new products launched into the market don't
succeed financially.”
WHY? → “The reason is they don't target a job that people are trying to get done.”
Clay Christensen
JOBS – TO – BE - DONE (JTBD)
• “Job”: what an individual really seeks to accomplish in a given circumstance.
• “Job”: progress that a person is trying to make in a particular circumstance.
• People hire a product to get a job done. “hire” expresses the fact that customers use a product
until the task is completed.
• The product or product category does not play a role in completing the customer job. Customers
judge solutions by how well they get the job done. Solutions are always temporary as consumers
switch product categories when another one does the job better.
• The circumstances are more important than customer characteristics or product attributes.
• Jobs are never simply about function—they have powerful social and emotional dimensions.
Jobs-to-be-done
• Progress + circumstance
• We hire products to do things for us and understanding what jobs we need to do for which we
hire products is the key to solving this problem.
- What do consumers hire and fire us for
• You are not trying to just solve a consumer problem. You are first trying to figure out what the
right problem is.
• Your job as a marketer is to identify enduring consumer needs to develop products (and
services) that have a lasting impact.
- Consumers have a desire → get them at the product
- What jobs does a product get hired for
Applying jobs to the mini case
- Consumers think that they know what they want
• Cheap and easy solution: making straws smaller → takes longer to drink
Relevant customer needs are often latent needs
• What is crucial for purchase decisions is often not the needs that consumers are aware of and
mention when asked, but rather latent needs – unconscious or hard-to-articulate wishes,
desires, dreams, fears and etc.
- Needs that consumers are not aware of
The job of a body wash
• Functional needs
• Emotional needs → self confidence
• Social needs → masculinity
, 4
➔ combination of needs
Advantages of the JTBD logic for customer needs
• It shifts the perspective to the customer.
• It frees the view on your real competitors
- Compete in a different way → way people think about it is very different
• It has predictive power as it is solution-free.
- Name becomes associated with category
- Different way approaching consumers
Questions you can ask to uncover jobs your customers need help with
1. What progress is the person trying to achieve? What are the functional, social, and emotional
dimensions of the desired progress?
2. What are the circumstances of the struggle? Who, when, where, while doing what?
3. What obstacles are getting in the way of the person making that progress? What tasks do people
want to avoid? Where do you see nonconsumption?
4. Are consumers making do with imperfect solutions through some kind of compensating
behavior? Are they buying and using a product that imperfectly performs the job? Are they
cobbling together a workaround solution involving multiple products? Are they doing nothing at
all to solve the dilemma (e.g., where do you see the nonconsumption)?
5. How would they define what ‘quality’ means for a better solution, and what trade-offs are they
willing to make?
Takeaways
• Jobs-to-be-Done is a simple framework that puts emphasis on the “why” behind what a
customer is doing. It focuses on identifying enduring consumer needs to develop products that
have a lasting impact.
• It gives a unit of focus — the job the customer is looking to do — to build measurable ways of
looking at success that do not change over time. The products need to meet the metrics
important to the customers.
• You are not trying to just solve a consumer problem. You are first trying to figure out what the
right problem is.
• Good products do not sell themselves.
What problem are you solving?
• Keep asking why questions (where does it matter) to dig deeper into the unsaid, the unheard,
the unconscious.
• use “why” questions to elicit attributes, then consequences and finally values!
You need to understand how your consumers interact with (e.g., learn about, buy, test, use) your
product = what value are you creating?
• And make sure that your business is set up to deliver and capture this value!
