CONSUMENT EN MARKETING
BSC BEDRIJFSKUNDE - JAAR 2
2024-2025
,Topic 1 – Consumer Behaviour
Marketing: brug leggen tussen business en consument. Hierbij verkrijgen
individuen en groepen wat ze nodig hebben door waarde en producten uit te
wisselen met anderen.
Consumer behavior: reflects the totality of consumers’ decisions with respect
to the acquisition, consumption, and disposition of goods, services, time and
ideas by (human) decision making.
Why do we need consumer behavior?
Misconception 1: Consumers are Sales Figures
Misconception 2: We can trust our intuition
Misconception 3: We know what’s best for consumers
Key insights:
Consumers are living people, not data points, nor simply numbers or dead
sales figures
Individuals react on the basis of perception; not on the basis of objective
reality
Objective product features are not the same as consumer benefits
Correlation: A statistical way to measure the relationship between two sets of
data. Does not automatically mean that the change in one variable is the cause
of the change in another variable. Means that both things are observed at the
same time.
Causality: A specific correlation where the dependent variable is the result of the
independent variable. Means that one thing will cause the other. To demonstrate
causation, you need to show a directional relationship with no alternative
explanations.
Causal research has two main objectives:
Identifying which variables are the ‘cause’ and which variables are the
‘effect’.
Understanding the nature of the relationship between the cause-and-effect
variables
Takeaways:
In order to manage customers, we need to really understand (not just
know) how/why/when/where they process information and make decisions,
and look back on them.
Marketing Management is about the big picture but requires small steps.
With these small steps managers will be better able to keep track and stay
in control
Knowledge is not the same as understanding but is conditional for
understanding. Without knowledge, one cannot develop understanding
Understanding both rational and irrational behaviors is important for
consumers, managers and policy makers in e.g. financial decision making,
,HR management, product pricing, marketing strategy, health policies, et
cetera.
,Topic 2 – Motivation, Ability and Opportunity
Consumer ability: resources to act
Product knowledge and experience
Cognitive style
Intelligence, education and Age
Money
Consumer opportunity: circumstances to act
Time
Distraction
Information: Amount, complexity, repetition
Consumer motivation: willingness to act
Personal relevance
Consistency with the self, values, needs, goals, emotions
Moderate inconsistency with attitudes
Perceived risk
Consumer motivation: effect on consumer behavior
Highly motivated consumers are willing to spend more/less time on
information search; i.e. it evokes a psychological state called involvement
Motivated consumers are more/less eager to learn about more alternatives
When motivation to process brand information is high/low, attention is
voluntarily allocated to stimuli other than the brand or ad
Motivation to enhance attention is possible by appealing to intrinsic
hedonic needs, using novel stimuli, or enhancing curiosity
Consumers who give gifts from a sense of obligations are less/more likely
to select utilitarian gifts as compared to those who give gifts from a
voluntary motive; they buy less/more hedonic gifts
Consumers attribute lower/higher levels of pro-environmental behavior and
motivation, but higher/lower levels of ability, to themselves than to other
societal actors
Consumer motivation: challenge of understanding
Reasons underlying consumer motivation are not always obvious
People don’t always want to disclose reasons for their actions
People don’t always know why they do what they do – unconscious
motivation
Motivations change over time
Motivation is:
the force within the individual that account for the direction, intensity and
persistence of effort expended.
The biological, rational, emotional, and/or social force that initiates and
directs behavior.
The inferred process within an individual that causes that organism to
move towards a goal
, The internal process leading to behavior to satisfy needs.
Motivation: dimensions
Directs behavior (direction): Goals, organization of effort, reaching
equilibrium
Energizes behavior (intensity): Drives, compulsions,
deprivation/disequilibrium
Sustains behavior (persistence): Maintaining motivation, ability to change
course, importance of feedback
Types of Motivation:
Approach Avoidance
‘I want to pass the final exam’ ‘I do not want to fail the final exam’
Motivation: a driving force toward Motivation: a driving force away from
some object or condition some object or condition
Driven by: a positive goal toward Driven by: a negative goal from which
which behavior is directed behavior is directed away
Intrinsic Extrinsic
‘I have bought this expansive brand ‘I have bought this expensive brand
because I’m worth it because my friends did’
Motivation: comes from within a Motivation: comes from external
person to do a task or achieve a forces or parameters to do a task or
particular goal for oneself achieve a particular goal for some
other
Driven by: motivation driven by
internal rewards; it is naturally Driven by: involves engaging in a
satisfying to you motives behavior in order to earn external
rewards or avoid punishment
Emotional Rational
‘I prefer this brand because I’m lovin ‘I prefer this brand because it gives
it’ me the best utitlity’
Motivation: implies the selection of Motviation: implies that consumers
goals according to personal or select goals based on totally objective
subjective psychosocial criteria criteria such as size, weight, price or
miles per gallon
Driven by: motivation driven by
feelings; hedonic and symbolic Driven by: motivation driven by
objectives thinking; rational and functional
objectives
Need: Discrepancy between actual and desired state
Goal: A desired state
Maslow’s Hierarchy of Needs:
Each individual has needs, or
feelings of deficiency that drive their
behavior
This theory is more descriptive
Once a need is satisfied, then it is no
longer motivating
, Needs are in a hierarchy that individuals moves up as they satisfy levels of
needs
Herzberg’s Two Factor Theory:
Refers to hygiene factors and motivating factors in his theory
This theory is more prescriptive
Hygiene factors do not act as motivators
Only the higher order needs act as motivators
Hygiene factors may cause dissatisfaction but usually not satisfaction
Motivational factors may cause satisfaction but usually not dissatisfaction
Alderfer’s ERG Theory:
Distinguishes three categories of human
needs that influence (workers) behavior:
existence, relatedness, and growth
A person may move to higher level needs
without (completely) satisfying lower level
needs (progression not hierarchy)
He/she may regress to previous need levels
if the higher level needs are not satisfied
(frustration/regression)
McClelland’s Human Motivation theory:
Individuals posses three needs which are not innate, but learned through
culture, age and experience
These needs are achievement, affiliation, and power
These motivators are present in varying degrees, one of them can be
dominant
Useful in helping managers identify how they can motivate indviduals to
perform better
ALL NEEDS THEORIES (WHAT):
Maslow’s Alderfer ERG Herzberg Two- McClelland
Hierarchy of Theory factor Theory Human
Needs Theory Motivation
Theory
Self-actualizatiion Growth Power
Esteem Motivators Achievement
Social Relatedness Affiliation
Safety Existence Hygiene
Physiological
Vroom’s Expectancy Theory:
Vroom stresses and focuses on outcomes
and not on needs
, A person will be motivated to put forth a higher level of input if they
believe their efforts will result in higher output and thus better rewards
When deciding among behavioral options, individuals select the option
with the greatest amount of motivational force.
Skinner’s Reinforcement Theory:
Although we do have a mind, it is more
productive to study observable behavior
rather than internal mental events
The best way to understand behavior is to
look at the causes of an action and its
consequences (operant conditioning)
Skinner set out to identify the processes
which made certain operant behaviors more
or less likely to occur
Behavior which is reinforced tends to be
repeated/strengthened; behavior which is not
reinforced will die-out/weakened
Adam’s Equity Theory:
Adams claims that individuals compare their
inputs and outcomes with those of others
and then respond to eliminate inequalities
The higher an individual’s perception of
equity, the more motivated a person will be
If someone perceives an unfair
environment, that person will become
demotivated
People who perceive themselves in an
inequitable situation seek to reduce this by
altering inputs/outputs
Distributive justice: The perceived fairness of how resources and rewards are
distributed based on work input. Concers the fairness of outcomes, includes
equity theory
Procedural justice: The perceived fairness of the process and procedures used to
make allocation decisions. Fairness issues concerning the methods, mechanisms,
and processes used to determine outcomes
Interactional justice: The perceived fairness of the decision maker’s behavior in
the process of decision making. Concerns the way one is treated informally and
respectful during procedures and distributions.
Takeaways:
Motivation, ability and opportunity drive (consumer) behavior
Motivation, goals and needs have strong connections
Understanding how the different types of motivations, goals and needs
interact and drive consumer behavior may help marketing, production, or
HRM managers do a better job
, Over time, a consumer’s motivation may change with changing needs and
goals. Marketing managers need to adapt their strategies to these
dynamics
Consumers often need to satisfy multiple needs and goals and search for
products they believe will perform best on these
Needs are central in problem recognition and information search
Topic 3 – Problem recognition and Internal
information
Problem recognition: A significant discrepancy between the desired state and
the actual state of the consumer
Active problem: An active problem is one the consumer is aware of or will
become aware of in normal course of events
-> Marketing strategy: Only require marketer to convince consumers that its
brand is the superior brand
Inactive problem: An inactive problem is one of which the consumer is not
aware
-> Marketing strategy: Marketer must convince consumers that they have the
problem and that their brand is a superior solution
Once a consumer problem is identified, the manager may structure the marketing
mix to solve the problem. This can involve:
Developing a new product or altering an existing one
Modifying channels of distribution
Changing pricing policy
Revising advertising strategy
Desire to resolve a particular problem depends on: The motivational arousal,
incl.:
The magnitude of the discrepancy between desired and actual states
The relative importance of the problem
In general, importance is determined by how critical the problem is to
maintenance of desired lifestyle
Arousal Theory of Motivation:
According to the arousal theory of motivation, each person has a unique
arousal level that is right for them. When our arousal levels drop below
these personalized optimal levels, we seek some sort of stimulation to
elevate them.
For example, if our levels drop too low we might seek stimulation by going
out to a nightclub with friends. If these levels become too elevated and we
become overstimulated, we might be motivated to select a relaxing
activity such as going for a walk or taking a nap.
BSC BEDRIJFSKUNDE - JAAR 2
2024-2025
,Topic 1 – Consumer Behaviour
Marketing: brug leggen tussen business en consument. Hierbij verkrijgen
individuen en groepen wat ze nodig hebben door waarde en producten uit te
wisselen met anderen.
Consumer behavior: reflects the totality of consumers’ decisions with respect
to the acquisition, consumption, and disposition of goods, services, time and
ideas by (human) decision making.
Why do we need consumer behavior?
Misconception 1: Consumers are Sales Figures
Misconception 2: We can trust our intuition
Misconception 3: We know what’s best for consumers
Key insights:
Consumers are living people, not data points, nor simply numbers or dead
sales figures
Individuals react on the basis of perception; not on the basis of objective
reality
Objective product features are not the same as consumer benefits
Correlation: A statistical way to measure the relationship between two sets of
data. Does not automatically mean that the change in one variable is the cause
of the change in another variable. Means that both things are observed at the
same time.
Causality: A specific correlation where the dependent variable is the result of the
independent variable. Means that one thing will cause the other. To demonstrate
causation, you need to show a directional relationship with no alternative
explanations.
Causal research has two main objectives:
Identifying which variables are the ‘cause’ and which variables are the
‘effect’.
Understanding the nature of the relationship between the cause-and-effect
variables
Takeaways:
In order to manage customers, we need to really understand (not just
know) how/why/when/where they process information and make decisions,
and look back on them.
Marketing Management is about the big picture but requires small steps.
With these small steps managers will be better able to keep track and stay
in control
Knowledge is not the same as understanding but is conditional for
understanding. Without knowledge, one cannot develop understanding
Understanding both rational and irrational behaviors is important for
consumers, managers and policy makers in e.g. financial decision making,
,HR management, product pricing, marketing strategy, health policies, et
cetera.
,Topic 2 – Motivation, Ability and Opportunity
Consumer ability: resources to act
Product knowledge and experience
Cognitive style
Intelligence, education and Age
Money
Consumer opportunity: circumstances to act
Time
Distraction
Information: Amount, complexity, repetition
Consumer motivation: willingness to act
Personal relevance
Consistency with the self, values, needs, goals, emotions
Moderate inconsistency with attitudes
Perceived risk
Consumer motivation: effect on consumer behavior
Highly motivated consumers are willing to spend more/less time on
information search; i.e. it evokes a psychological state called involvement
Motivated consumers are more/less eager to learn about more alternatives
When motivation to process brand information is high/low, attention is
voluntarily allocated to stimuli other than the brand or ad
Motivation to enhance attention is possible by appealing to intrinsic
hedonic needs, using novel stimuli, or enhancing curiosity
Consumers who give gifts from a sense of obligations are less/more likely
to select utilitarian gifts as compared to those who give gifts from a
voluntary motive; they buy less/more hedonic gifts
Consumers attribute lower/higher levels of pro-environmental behavior and
motivation, but higher/lower levels of ability, to themselves than to other
societal actors
Consumer motivation: challenge of understanding
Reasons underlying consumer motivation are not always obvious
People don’t always want to disclose reasons for their actions
People don’t always know why they do what they do – unconscious
motivation
Motivations change over time
Motivation is:
the force within the individual that account for the direction, intensity and
persistence of effort expended.
The biological, rational, emotional, and/or social force that initiates and
directs behavior.
The inferred process within an individual that causes that organism to
move towards a goal
, The internal process leading to behavior to satisfy needs.
Motivation: dimensions
Directs behavior (direction): Goals, organization of effort, reaching
equilibrium
Energizes behavior (intensity): Drives, compulsions,
deprivation/disequilibrium
Sustains behavior (persistence): Maintaining motivation, ability to change
course, importance of feedback
Types of Motivation:
Approach Avoidance
‘I want to pass the final exam’ ‘I do not want to fail the final exam’
Motivation: a driving force toward Motivation: a driving force away from
some object or condition some object or condition
Driven by: a positive goal toward Driven by: a negative goal from which
which behavior is directed behavior is directed away
Intrinsic Extrinsic
‘I have bought this expansive brand ‘I have bought this expensive brand
because I’m worth it because my friends did’
Motivation: comes from within a Motivation: comes from external
person to do a task or achieve a forces or parameters to do a task or
particular goal for oneself achieve a particular goal for some
other
Driven by: motivation driven by
internal rewards; it is naturally Driven by: involves engaging in a
satisfying to you motives behavior in order to earn external
rewards or avoid punishment
Emotional Rational
‘I prefer this brand because I’m lovin ‘I prefer this brand because it gives
it’ me the best utitlity’
Motivation: implies the selection of Motviation: implies that consumers
goals according to personal or select goals based on totally objective
subjective psychosocial criteria criteria such as size, weight, price or
miles per gallon
Driven by: motivation driven by
feelings; hedonic and symbolic Driven by: motivation driven by
objectives thinking; rational and functional
objectives
Need: Discrepancy between actual and desired state
Goal: A desired state
Maslow’s Hierarchy of Needs:
Each individual has needs, or
feelings of deficiency that drive their
behavior
This theory is more descriptive
Once a need is satisfied, then it is no
longer motivating
, Needs are in a hierarchy that individuals moves up as they satisfy levels of
needs
Herzberg’s Two Factor Theory:
Refers to hygiene factors and motivating factors in his theory
This theory is more prescriptive
Hygiene factors do not act as motivators
Only the higher order needs act as motivators
Hygiene factors may cause dissatisfaction but usually not satisfaction
Motivational factors may cause satisfaction but usually not dissatisfaction
Alderfer’s ERG Theory:
Distinguishes three categories of human
needs that influence (workers) behavior:
existence, relatedness, and growth
A person may move to higher level needs
without (completely) satisfying lower level
needs (progression not hierarchy)
He/she may regress to previous need levels
if the higher level needs are not satisfied
(frustration/regression)
McClelland’s Human Motivation theory:
Individuals posses three needs which are not innate, but learned through
culture, age and experience
These needs are achievement, affiliation, and power
These motivators are present in varying degrees, one of them can be
dominant
Useful in helping managers identify how they can motivate indviduals to
perform better
ALL NEEDS THEORIES (WHAT):
Maslow’s Alderfer ERG Herzberg Two- McClelland
Hierarchy of Theory factor Theory Human
Needs Theory Motivation
Theory
Self-actualizatiion Growth Power
Esteem Motivators Achievement
Social Relatedness Affiliation
Safety Existence Hygiene
Physiological
Vroom’s Expectancy Theory:
Vroom stresses and focuses on outcomes
and not on needs
, A person will be motivated to put forth a higher level of input if they
believe their efforts will result in higher output and thus better rewards
When deciding among behavioral options, individuals select the option
with the greatest amount of motivational force.
Skinner’s Reinforcement Theory:
Although we do have a mind, it is more
productive to study observable behavior
rather than internal mental events
The best way to understand behavior is to
look at the causes of an action and its
consequences (operant conditioning)
Skinner set out to identify the processes
which made certain operant behaviors more
or less likely to occur
Behavior which is reinforced tends to be
repeated/strengthened; behavior which is not
reinforced will die-out/weakened
Adam’s Equity Theory:
Adams claims that individuals compare their
inputs and outcomes with those of others
and then respond to eliminate inequalities
The higher an individual’s perception of
equity, the more motivated a person will be
If someone perceives an unfair
environment, that person will become
demotivated
People who perceive themselves in an
inequitable situation seek to reduce this by
altering inputs/outputs
Distributive justice: The perceived fairness of how resources and rewards are
distributed based on work input. Concers the fairness of outcomes, includes
equity theory
Procedural justice: The perceived fairness of the process and procedures used to
make allocation decisions. Fairness issues concerning the methods, mechanisms,
and processes used to determine outcomes
Interactional justice: The perceived fairness of the decision maker’s behavior in
the process of decision making. Concerns the way one is treated informally and
respectful during procedures and distributions.
Takeaways:
Motivation, ability and opportunity drive (consumer) behavior
Motivation, goals and needs have strong connections
Understanding how the different types of motivations, goals and needs
interact and drive consumer behavior may help marketing, production, or
HRM managers do a better job
, Over time, a consumer’s motivation may change with changing needs and
goals. Marketing managers need to adapt their strategies to these
dynamics
Consumers often need to satisfy multiple needs and goals and search for
products they believe will perform best on these
Needs are central in problem recognition and information search
Topic 3 – Problem recognition and Internal
information
Problem recognition: A significant discrepancy between the desired state and
the actual state of the consumer
Active problem: An active problem is one the consumer is aware of or will
become aware of in normal course of events
-> Marketing strategy: Only require marketer to convince consumers that its
brand is the superior brand
Inactive problem: An inactive problem is one of which the consumer is not
aware
-> Marketing strategy: Marketer must convince consumers that they have the
problem and that their brand is a superior solution
Once a consumer problem is identified, the manager may structure the marketing
mix to solve the problem. This can involve:
Developing a new product or altering an existing one
Modifying channels of distribution
Changing pricing policy
Revising advertising strategy
Desire to resolve a particular problem depends on: The motivational arousal,
incl.:
The magnitude of the discrepancy between desired and actual states
The relative importance of the problem
In general, importance is determined by how critical the problem is to
maintenance of desired lifestyle
Arousal Theory of Motivation:
According to the arousal theory of motivation, each person has a unique
arousal level that is right for them. When our arousal levels drop below
these personalized optimal levels, we seek some sort of stimulation to
elevate them.
For example, if our levels drop too low we might seek stimulation by going
out to a nightclub with friends. If these levels become too elevated and we
become overstimulated, we might be motivated to select a relaxing
activity such as going for a walk or taking a nap.
