Consument & Marketing
Inhoud
A: Consument & Marketing ..................................................................................................................... 4
Business Economics and Marketing ........................................................................................................ 4
Marketing in Bedrijf & Consument en Marketing ............................................................................... 5
Consumer Behavior ................................................................................................................................. 6
Knowledge versus understanding ....................................................................................................... 6
Consumer Behavior Research ................................................................................................................. 6
B: Kennisclip cursusuitleg ........................................................................................................................ 7
C: Consumer Motivation ......................................................................................................................... 7
MAO – Motivation, Ability, Opportunity ................................................................................................. 7
Motivation ............................................................................................................................................... 9
Needs and goals ................................................................................................................................ 10
Goal system ................................................................................................................................... 11
Dimension and Types ........................................................................................................................ 13
D: Motivation Theories.......................................................................................................................... 14
Theories ............................................................................................................................................. 14
Need Theories ............................................................................................................................... 14
Process theories ............................................................................................................................ 18
Hoorcollege 3 ........................................................................................................................................ 21
E: problem recognition and information search ................................................................................... 21
Problem recognition .............................................................................................................................. 22
Influencing Factors ............................................................................................................................ 22
Motivational Arousal ......................................................................................................................... 23
Internal Information search .................................................................................................................. 24
Amount and intensity ........................................................................................................................ 26
Learning ............................................................................................................................................. 26
Memory ............................................................................................................................................. 28
Hoorcollege 4 ........................................................................................................................................ 31
F: External information.......................................................................................................................... 31
Perception ......................................................................................................................................... 31
Process........................................................................................................................................... 31
Stimuli and senses ......................................................................................................................... 32
Characteristics ............................................................................................................................... 33
,G: Gestalt theorie .................................................................................................................................. 35
Hoorcollege 5 ........................................................................................................................................ 41
H: Attention ........................................................................................................................................... 41
Conceptualization .......................................................................................................................... 42
Characteristics ............................................................................................................................... 43
Management and Measurement .................................................................................................. 45
Hoorcollege 6 ........................................................................................................................................ 47
I: Knowledge and Understanding .......................................................................................................... 47
Knowledge ............................................................................................................................................. 47
Associations ....................................................................................................................................... 47
Schemas......................................................................................................................................... 48
Understanding ....................................................................................................................................... 50
Means-End Chains ............................................................................................................................. 51
Consumer inferences......................................................................................................................... 54
J: Categorization .................................................................................................................................... 57
Assimilation vs accomodation ....................................................................................................... 60
Functions ....................................................................................................................................... 61
K: Attitude ............................................................................................................................................. 62
Attitude context .................................................................................................................................... 63
Hierarchy of effects ........................................................................................................................... 63
Concept and functions ...................................................................................................................... 66
Concept ......................................................................................................................................... 66
Functions ....................................................................................................................................... 68
Theories on attitude formation and change ..................................................................................... 69
Hoorcollege 7 ........................................................................................................................................ 74
L: Attitude content ................................................................................................................................ 74
Cognitive component ........................................................................................................................ 74
Affect component.............................................................................................................................. 74
Mood and emotions ...................................................................................................................... 76
Mood ............................................................................................................................................. 76
Emotions ........................................................................................................................................ 77
Hoorcollege 8 ........................................................................................................................................ 82
M: Control ............................................................................................................................................. 82
Attitude management ....................................................................................................................... 82
What to change ............................................................................................................................. 82
How to change............................................................................................................................... 84
,Hoorcollege 9 ........................................................................................................................................ 93
N: Persuasion principles ........................................................................................................................ 93
Persuasion ......................................................................................................................................... 93
Reciprocity ......................................................................................................................................... 93
Consistency........................................................................................................................................ 94
Social proof ........................................................................................................................................ 95
Liking.................................................................................................................................................. 96
Authority ........................................................................................................................................... 96
Scarcity .............................................................................................................................................. 97
Hoorcollege 10 ...................................................................................................................................... 99
O: Evaluations and Decisions................................................................................................................. 99
Evaluation of alternatives...................................................................................................................... 99
Brand and criteria .............................................................................................................................. 99
Choice models ................................................................................................................................. 101
Decision making .................................................................................................................................. 103
Mind versus heart ........................................................................................................................... 103
Issues and biases ............................................................................................................................. 105
Hoorcollege 11 .................................................................................................................................... 110
P: Prospect theory ............................................................................................................................... 110
Assymetric dominance effect .......................................................................................................... 114
Framing effect ................................................................................................................................. 115
Q: More Biases - Insights for success and happiness .......................................................................... 118
Make better decisions ..................................................................................................................... 118
R: Post-Decision concepts ................................................................................................................... 120
Post-purchase concepts .................................................................................................................. 121
Perceived quality ............................................................................................................................. 123
Product value................................................................................................................................... 125
Customer satisfaction...................................................................................................................... 126
Brand loyalty.................................................................................................................................... 126
Post-purchase consequences .............................................................................................................. 128
Consumer referral behavior ............................................................................................................ 128
Consumer complaint behavior .................................................................................................... 129
S: Conformity ....................................................................................................................................... 130
Conformity........................................................................................................................................... 131
Normative versus informative......................................................................................................... 132
Social norms .................................................................................................................................... 135
, Mimicry............................................................................................................................................ 137
T: Compliance and Obedience............................................................................................................. 138
Compliance .......................................................................................................................................... 138
Obedience ........................................................................................................................................... 141
Other social influences ........................................................................................................................ 143
Q&A week 2 ......................................................................................................................................... 145
Q&A week 4 ......................................................................................................................................... 146
Voorbeeld tentamenopgaven ............................................................................................................. 147
Consumer Behavior Process Model
Hierop zijn alle hoorcolleges en stof gebaseerd.
A: Consument & Marketing
Lecture objectives
- The position of Marketing Management and consumer behavior in business economics
o Illustrate
- A sneak preview of how Consumers and Marketing interact; i.e. influence each other
o Understand
- The importance of really understanding Consumer Behavior in Business Economics
o Convince
Business Economics and Marketing
Business Economics:
Inhoud
A: Consument & Marketing ..................................................................................................................... 4
Business Economics and Marketing ........................................................................................................ 4
Marketing in Bedrijf & Consument en Marketing ............................................................................... 5
Consumer Behavior ................................................................................................................................. 6
Knowledge versus understanding ....................................................................................................... 6
Consumer Behavior Research ................................................................................................................. 6
B: Kennisclip cursusuitleg ........................................................................................................................ 7
C: Consumer Motivation ......................................................................................................................... 7
MAO – Motivation, Ability, Opportunity ................................................................................................. 7
Motivation ............................................................................................................................................... 9
Needs and goals ................................................................................................................................ 10
Goal system ................................................................................................................................... 11
Dimension and Types ........................................................................................................................ 13
D: Motivation Theories.......................................................................................................................... 14
Theories ............................................................................................................................................. 14
Need Theories ............................................................................................................................... 14
Process theories ............................................................................................................................ 18
Hoorcollege 3 ........................................................................................................................................ 21
E: problem recognition and information search ................................................................................... 21
Problem recognition .............................................................................................................................. 22
Influencing Factors ............................................................................................................................ 22
Motivational Arousal ......................................................................................................................... 23
Internal Information search .................................................................................................................. 24
Amount and intensity ........................................................................................................................ 26
Learning ............................................................................................................................................. 26
Memory ............................................................................................................................................. 28
Hoorcollege 4 ........................................................................................................................................ 31
F: External information.......................................................................................................................... 31
Perception ......................................................................................................................................... 31
Process........................................................................................................................................... 31
Stimuli and senses ......................................................................................................................... 32
Characteristics ............................................................................................................................... 33
,G: Gestalt theorie .................................................................................................................................. 35
Hoorcollege 5 ........................................................................................................................................ 41
H: Attention ........................................................................................................................................... 41
Conceptualization .......................................................................................................................... 42
Characteristics ............................................................................................................................... 43
Management and Measurement .................................................................................................. 45
Hoorcollege 6 ........................................................................................................................................ 47
I: Knowledge and Understanding .......................................................................................................... 47
Knowledge ............................................................................................................................................. 47
Associations ....................................................................................................................................... 47
Schemas......................................................................................................................................... 48
Understanding ....................................................................................................................................... 50
Means-End Chains ............................................................................................................................. 51
Consumer inferences......................................................................................................................... 54
J: Categorization .................................................................................................................................... 57
Assimilation vs accomodation ....................................................................................................... 60
Functions ....................................................................................................................................... 61
K: Attitude ............................................................................................................................................. 62
Attitude context .................................................................................................................................... 63
Hierarchy of effects ........................................................................................................................... 63
Concept and functions ...................................................................................................................... 66
Concept ......................................................................................................................................... 66
Functions ....................................................................................................................................... 68
Theories on attitude formation and change ..................................................................................... 69
Hoorcollege 7 ........................................................................................................................................ 74
L: Attitude content ................................................................................................................................ 74
Cognitive component ........................................................................................................................ 74
Affect component.............................................................................................................................. 74
Mood and emotions ...................................................................................................................... 76
Mood ............................................................................................................................................. 76
Emotions ........................................................................................................................................ 77
Hoorcollege 8 ........................................................................................................................................ 82
M: Control ............................................................................................................................................. 82
Attitude management ....................................................................................................................... 82
What to change ............................................................................................................................. 82
How to change............................................................................................................................... 84
,Hoorcollege 9 ........................................................................................................................................ 93
N: Persuasion principles ........................................................................................................................ 93
Persuasion ......................................................................................................................................... 93
Reciprocity ......................................................................................................................................... 93
Consistency........................................................................................................................................ 94
Social proof ........................................................................................................................................ 95
Liking.................................................................................................................................................. 96
Authority ........................................................................................................................................... 96
Scarcity .............................................................................................................................................. 97
Hoorcollege 10 ...................................................................................................................................... 99
O: Evaluations and Decisions................................................................................................................. 99
Evaluation of alternatives...................................................................................................................... 99
Brand and criteria .............................................................................................................................. 99
Choice models ................................................................................................................................. 101
Decision making .................................................................................................................................. 103
Mind versus heart ........................................................................................................................... 103
Issues and biases ............................................................................................................................. 105
Hoorcollege 11 .................................................................................................................................... 110
P: Prospect theory ............................................................................................................................... 110
Assymetric dominance effect .......................................................................................................... 114
Framing effect ................................................................................................................................. 115
Q: More Biases - Insights for success and happiness .......................................................................... 118
Make better decisions ..................................................................................................................... 118
R: Post-Decision concepts ................................................................................................................... 120
Post-purchase concepts .................................................................................................................. 121
Perceived quality ............................................................................................................................. 123
Product value................................................................................................................................... 125
Customer satisfaction...................................................................................................................... 126
Brand loyalty.................................................................................................................................... 126
Post-purchase consequences .............................................................................................................. 128
Consumer referral behavior ............................................................................................................ 128
Consumer complaint behavior .................................................................................................... 129
S: Conformity ....................................................................................................................................... 130
Conformity........................................................................................................................................... 131
Normative versus informative......................................................................................................... 132
Social norms .................................................................................................................................... 135
, Mimicry............................................................................................................................................ 137
T: Compliance and Obedience............................................................................................................. 138
Compliance .......................................................................................................................................... 138
Obedience ........................................................................................................................................... 141
Other social influences ........................................................................................................................ 143
Q&A week 2 ......................................................................................................................................... 145
Q&A week 4 ......................................................................................................................................... 146
Voorbeeld tentamenopgaven ............................................................................................................. 147
Consumer Behavior Process Model
Hierop zijn alle hoorcolleges en stof gebaseerd.
A: Consument & Marketing
Lecture objectives
- The position of Marketing Management and consumer behavior in business economics
o Illustrate
- A sneak preview of how Consumers and Marketing interact; i.e. influence each other
o Understand
- The importance of really understanding Consumer Behavior in Business Economics
o Convince
Business Economics and Marketing
Business Economics:
