INHOUD
H1: understanding CB ........................................................................................................................ 10
1-1: defining Consumer behavior ..................................................................................................... 10
1-1a Consumer Behavior Involves Goods, Services, Activities, Experiences, People, places and Ideas
.................................................................................................................................................. 10
1-1b Consumer Behavior Involves More than Buying ..................................................................... 10
1-1c Consumer Behavior Is a Dynamic Process ............................................................................ 11
academic research: binge watching ............................................................................................. 12
1-1d Consumer Behavior can involve many people ....................................................................... 14
1-1e Consumer Behavior Involves Many Decisions ....................................................................... 14
1-1f Consumer Behavior Involves Emotions and Coping ................................................................ 16
1-2 What affects consumer behavior ............................................................................................... 16
1-2a The Psychological Core: Internal Consumer Processes ......................................................... 17
1-2b The Process of Making Decisions.......................................................................................... 18
1-2c The Consumer’s Culture: External Processes ........................................................................ 19
1-2d Consumer Behavior Outcomes and Issues ........................................................................... 21
1-3 Who benefits from the study of consumer behavior? ................................................................... 22
1-3a marketing managers ............................................................................................................ 22
1-3b Ethicists and Advocacy Groups ............................................................................................ 22
1-3c Public Policy Makers and Regulators .................................................................................... 22
1-3d academics .......................................................................................................................... 23
1-3e consumer society ................................................................................................................ 23
1-4 Making Business Decisions Based on the Marketing Implications of Consumer Behavior .............. 23
1-4a Developing and Implementing Customer-Oriented Strategy ................................................... 23
1-4b Developing Products ........................................................................................................... 24
1-4c Positioning .......................................................................................................................... 24
1-4d Making Promotion and Marketing Communications Decisions ............................................... 24
1-4e Making Pricing Decisions ..................................................................................................... 25
1-4f Making Distribution Decisions ............................................................................................... 26
H2: Motivation, ability and opportunity ................................................................................................ 27
2-1: Consumer motivation and its effects......................................................................................... 27
2-1a: High effort behavior ............................................................................................................ 27
2-1b High Effort Information Processing and Decision-Making ....................................................... 27
2-1c involvement ........................................................................................................................ 29
2-2 What determines motivation ..................................................................................................... 30
2-2a Personal relevance .............................................................................................................. 30
, 2-2B Consistency with self-concept ............................................................................................. 30
2-2c Values ................................................................................................................................ 31
2-2d Needs ................................................................................................................................. 32
2-2E Goals .................................................................................................................................. 35
2-2f goals and emotions .............................................................................................................. 40
2-2g self-control and Goal Conflict .............................................................................................. 42
2-2h Perceived Risk ..................................................................................................................... 44
2-2I inconsistency with attitudes ................................................................................................. 46
2-3 Consumer ability: resources to act ............................................................................................ 47
2-3a Financial Resources ............................................................................................................ 47
2-3b Cognitive Resources ............................................................................................................ 47
2-3c Emotional Resources........................................................................................................... 48
2-3d Physical Resources ............................................................................................................. 48
2-3e Social and Cultural Resources ............................................................................................. 48
2-3f Education and Age ............................................................................................................... 48
2-4 Consumer opportunity .............................................................................................................. 49
2-4a Time ................................................................................................................................... 49
2-4b Distraction .......................................................................................................................... 49
2-4c Information Load ................................................................................................................. 49
H3: Exposure, Attention, Perception, and Comprehension ................................................................... 50
3-1 Exposure and consumer behavior .............................................................................................. 50
3-1a Factors Influencing Exposure ............................................................................................... 51
3-1b Selective Exposure .............................................................................................................. 51
3-2 Attention and consumer behavior .............................................................................................. 53
3-2a Characteristics of Attention ................................................................................................. 54
3-3 perception and consumer behavior ........................................................................................... 56
3-3a Perceiving Through Vision .................................................................................................... 59
3-3b Perceiving through hearing ................................................................................................... 61
3-3c Perceiving Through Taste ..................................................................................................... 61
3-3d Perceiving Through Smell ..................................................................................................... 63
3-3e Perceiving Through Touch .................................................................................................... 63
3-3f Perceiving Through Posture and Balance ............................................................................... 64
3-3g When Do We Perceive Stimuli? ............................................................................................. 65
3-4 Comprehension and consumer behavior .................................................................................... 67
3-4a Source Identification ........................................................................................................... 68
3-4b Message Comprehension ................................................................................................... 68
3-4c Consumer Inferences .......................................................................................................... 70
,H4: Prior Knowledge, Long-Term Memory, and Retrieval (Remembering) ............................................... 72
4-1 Prior Knowledge ........................................................................................................................ 72
4-1a Knowledge Content: Schemas and Scripts ............................................................................ 72
4-1b Knowledge Structure ........................................................................................................... 75
4-1c Knowledge Flexibility ........................................................................................................... 77
4-1d Why Consumers Differ in Knowledge Content and Structure .................................................. 79
4-2 prior knowledge and long-term-Memory ..................................................................................... 80
4-2a Episodic Versus Semantic Memory ....................................................................................... 80
4-2b Explicit Memory, Implicit Memory, and Processing Fluency .................................................... 81
4-2c How Long-Term Memory Is Enhanced ................................................................................... 82
4-3 Retrievel ................................................................................................................................... 82
4-3a Retrieval as a Marketing Goal ............................................................................................... 83
4-3b Recognition Versus Recall ................................................................................................... 83
4-3c Enhancing Retrieval ............................................................................................................. 84
4-3d retrievel failures .................................................................................................................. 84
4-3e Retrieval Errors .................................................................................................................... 85
extra info powerpoint memory fails .............................................................................................. 86
H5: aTtitudes based on hogh effort ..................................................................................................... 89
5-1 What are attitudes .................................................................................................................... 89
5-1a The Importance of Attitudes ................................................................................................. 90
5-1b The Characteristics of Attitudes ........................................................................................... 91
5-1c Forming and Changing Attitudes ........................................................................................... 91
5-2 The cognitive foundations of attitudes ........................................................................................ 95
5-2a Direct or Imagined Experience .............................................................................................. 95
5-2b Reasoning by Analogy or Category ........................................................................................ 95
5-2c Values-Driven Attitudes ....................................................................................................... 96
5-2d Social Identity-Based Attitude Generation ............................................................................ 96
5-2e Analytical Processes of Attitude Formation ........................................................................... 96
5-3 How cognitively based attitudes are influenced .......................................................................... 99
5-3a Communication Source ....................................................................................................... 99
5-3b Media Effects .................................................................................................................... 100
5-3c The Message ..................................................................................................................... 101
5-4 The affective (emotional) foundations of attitudes .................................................................... 102
5-5 How affectively based attitudes are influenced ......................................................................... 105
5-5a The Source ........................................................................................................................ 105
5-5b The Message ..................................................................................................................... 105
5-6 Attitude toward the ad ............................................................................................................. 107
, when do attitudes predict behavior ............................................................................................... 108
H6: Attitudes based on low-effort ..................................................................................................... 110
6-1 High-Effort Versus Low-Effort Routes to Persuasion .................................................................. 110
6-2 Unconscious influences on attitudes when consumer effort is low ............................................ 111
6-2a Thin-Slice Judgments ......................................................................................................... 111
6-2b Body Feedback ................................................................................................................. 112
6-3 Cognitive Bases of Attitudes When Consumer Effort Is Low ....................................................... 113
6-4 How cognitive attitudes are influenced .................................................................................... 114
6-4a Communication Source ..................................................................................................... 114
6-4b The Message ..................................................................................................................... 115
6-4c Message Context and Repetition ........................................................................................ 115
6-5 Affective bases of attitudes when consumer effort is low .......................................................... 116
6-5a The Mere Exposure Effect ................................................................................................... 116
6-5b Classical and Evaluative Conditioning ................................................................................ 116
6-5c Attitude Toward the Ad (aad) ................................................................................................ 118
6-5d Mood ................................................................................................................................ 118
6-6 How affective attitudes are influenced ..................................................................................... 119
6-6a Communication Source ..................................................................................................... 119
6-6b The Message ..................................................................................................................... 120
H7: Problem recognition and information search ............................................................................... 121
7-1 Problem recognition................................................................................................................ 121
7-1a The Ideal State .................................................................................................................. 121
7-1b The Actual State ................................................................................................................ 121
7-2 Internal Search: Searching for Information from Memory ........................................................... 122
7-2a Extent of Internal Search .................................................................................................... 122
7-2b Information Retrieved ........................................................................................................ 122
7-2c Accuracy of Internal Search: .............................................................................................. 123
7-3 External Search: Searching for Information from the Environment.............................................. 124
7-3a Sources of Information: ..................................................................................................... 124
7-3b Factors Affecting Extent of Search: ..................................................................................... 125
7-3c Information Acquired ......................................................................................................... 126
7-3d Accuracy of External Search............................................................................................... 126
7-3e Search Process ................................................................................................................. 127
8: Judgment and Decision-Making Based on High-Effort ..................................................................... 128
8-1: High-Effort Judgment Processes ............................................................................................. 128
8-1a: Judgments of Likelihood and Goodness/Badness ............................................................... 129
8-1b: Mental and Emotional Accounting ..................................................................................... 129
H1: understanding CB ........................................................................................................................ 10
1-1: defining Consumer behavior ..................................................................................................... 10
1-1a Consumer Behavior Involves Goods, Services, Activities, Experiences, People, places and Ideas
.................................................................................................................................................. 10
1-1b Consumer Behavior Involves More than Buying ..................................................................... 10
1-1c Consumer Behavior Is a Dynamic Process ............................................................................ 11
academic research: binge watching ............................................................................................. 12
1-1d Consumer Behavior can involve many people ....................................................................... 14
1-1e Consumer Behavior Involves Many Decisions ....................................................................... 14
1-1f Consumer Behavior Involves Emotions and Coping ................................................................ 16
1-2 What affects consumer behavior ............................................................................................... 16
1-2a The Psychological Core: Internal Consumer Processes ......................................................... 17
1-2b The Process of Making Decisions.......................................................................................... 18
1-2c The Consumer’s Culture: External Processes ........................................................................ 19
1-2d Consumer Behavior Outcomes and Issues ........................................................................... 21
1-3 Who benefits from the study of consumer behavior? ................................................................... 22
1-3a marketing managers ............................................................................................................ 22
1-3b Ethicists and Advocacy Groups ............................................................................................ 22
1-3c Public Policy Makers and Regulators .................................................................................... 22
1-3d academics .......................................................................................................................... 23
1-3e consumer society ................................................................................................................ 23
1-4 Making Business Decisions Based on the Marketing Implications of Consumer Behavior .............. 23
1-4a Developing and Implementing Customer-Oriented Strategy ................................................... 23
1-4b Developing Products ........................................................................................................... 24
1-4c Positioning .......................................................................................................................... 24
1-4d Making Promotion and Marketing Communications Decisions ............................................... 24
1-4e Making Pricing Decisions ..................................................................................................... 25
1-4f Making Distribution Decisions ............................................................................................... 26
H2: Motivation, ability and opportunity ................................................................................................ 27
2-1: Consumer motivation and its effects......................................................................................... 27
2-1a: High effort behavior ............................................................................................................ 27
2-1b High Effort Information Processing and Decision-Making ....................................................... 27
2-1c involvement ........................................................................................................................ 29
2-2 What determines motivation ..................................................................................................... 30
2-2a Personal relevance .............................................................................................................. 30
, 2-2B Consistency with self-concept ............................................................................................. 30
2-2c Values ................................................................................................................................ 31
2-2d Needs ................................................................................................................................. 32
2-2E Goals .................................................................................................................................. 35
2-2f goals and emotions .............................................................................................................. 40
2-2g self-control and Goal Conflict .............................................................................................. 42
2-2h Perceived Risk ..................................................................................................................... 44
2-2I inconsistency with attitudes ................................................................................................. 46
2-3 Consumer ability: resources to act ............................................................................................ 47
2-3a Financial Resources ............................................................................................................ 47
2-3b Cognitive Resources ............................................................................................................ 47
2-3c Emotional Resources........................................................................................................... 48
2-3d Physical Resources ............................................................................................................. 48
2-3e Social and Cultural Resources ............................................................................................. 48
2-3f Education and Age ............................................................................................................... 48
2-4 Consumer opportunity .............................................................................................................. 49
2-4a Time ................................................................................................................................... 49
2-4b Distraction .......................................................................................................................... 49
2-4c Information Load ................................................................................................................. 49
H3: Exposure, Attention, Perception, and Comprehension ................................................................... 50
3-1 Exposure and consumer behavior .............................................................................................. 50
3-1a Factors Influencing Exposure ............................................................................................... 51
3-1b Selective Exposure .............................................................................................................. 51
3-2 Attention and consumer behavior .............................................................................................. 53
3-2a Characteristics of Attention ................................................................................................. 54
3-3 perception and consumer behavior ........................................................................................... 56
3-3a Perceiving Through Vision .................................................................................................... 59
3-3b Perceiving through hearing ................................................................................................... 61
3-3c Perceiving Through Taste ..................................................................................................... 61
3-3d Perceiving Through Smell ..................................................................................................... 63
3-3e Perceiving Through Touch .................................................................................................... 63
3-3f Perceiving Through Posture and Balance ............................................................................... 64
3-3g When Do We Perceive Stimuli? ............................................................................................. 65
3-4 Comprehension and consumer behavior .................................................................................... 67
3-4a Source Identification ........................................................................................................... 68
3-4b Message Comprehension ................................................................................................... 68
3-4c Consumer Inferences .......................................................................................................... 70
,H4: Prior Knowledge, Long-Term Memory, and Retrieval (Remembering) ............................................... 72
4-1 Prior Knowledge ........................................................................................................................ 72
4-1a Knowledge Content: Schemas and Scripts ............................................................................ 72
4-1b Knowledge Structure ........................................................................................................... 75
4-1c Knowledge Flexibility ........................................................................................................... 77
4-1d Why Consumers Differ in Knowledge Content and Structure .................................................. 79
4-2 prior knowledge and long-term-Memory ..................................................................................... 80
4-2a Episodic Versus Semantic Memory ....................................................................................... 80
4-2b Explicit Memory, Implicit Memory, and Processing Fluency .................................................... 81
4-2c How Long-Term Memory Is Enhanced ................................................................................... 82
4-3 Retrievel ................................................................................................................................... 82
4-3a Retrieval as a Marketing Goal ............................................................................................... 83
4-3b Recognition Versus Recall ................................................................................................... 83
4-3c Enhancing Retrieval ............................................................................................................. 84
4-3d retrievel failures .................................................................................................................. 84
4-3e Retrieval Errors .................................................................................................................... 85
extra info powerpoint memory fails .............................................................................................. 86
H5: aTtitudes based on hogh effort ..................................................................................................... 89
5-1 What are attitudes .................................................................................................................... 89
5-1a The Importance of Attitudes ................................................................................................. 90
5-1b The Characteristics of Attitudes ........................................................................................... 91
5-1c Forming and Changing Attitudes ........................................................................................... 91
5-2 The cognitive foundations of attitudes ........................................................................................ 95
5-2a Direct or Imagined Experience .............................................................................................. 95
5-2b Reasoning by Analogy or Category ........................................................................................ 95
5-2c Values-Driven Attitudes ....................................................................................................... 96
5-2d Social Identity-Based Attitude Generation ............................................................................ 96
5-2e Analytical Processes of Attitude Formation ........................................................................... 96
5-3 How cognitively based attitudes are influenced .......................................................................... 99
5-3a Communication Source ....................................................................................................... 99
5-3b Media Effects .................................................................................................................... 100
5-3c The Message ..................................................................................................................... 101
5-4 The affective (emotional) foundations of attitudes .................................................................... 102
5-5 How affectively based attitudes are influenced ......................................................................... 105
5-5a The Source ........................................................................................................................ 105
5-5b The Message ..................................................................................................................... 105
5-6 Attitude toward the ad ............................................................................................................. 107
, when do attitudes predict behavior ............................................................................................... 108
H6: Attitudes based on low-effort ..................................................................................................... 110
6-1 High-Effort Versus Low-Effort Routes to Persuasion .................................................................. 110
6-2 Unconscious influences on attitudes when consumer effort is low ............................................ 111
6-2a Thin-Slice Judgments ......................................................................................................... 111
6-2b Body Feedback ................................................................................................................. 112
6-3 Cognitive Bases of Attitudes When Consumer Effort Is Low ....................................................... 113
6-4 How cognitive attitudes are influenced .................................................................................... 114
6-4a Communication Source ..................................................................................................... 114
6-4b The Message ..................................................................................................................... 115
6-4c Message Context and Repetition ........................................................................................ 115
6-5 Affective bases of attitudes when consumer effort is low .......................................................... 116
6-5a The Mere Exposure Effect ................................................................................................... 116
6-5b Classical and Evaluative Conditioning ................................................................................ 116
6-5c Attitude Toward the Ad (aad) ................................................................................................ 118
6-5d Mood ................................................................................................................................ 118
6-6 How affective attitudes are influenced ..................................................................................... 119
6-6a Communication Source ..................................................................................................... 119
6-6b The Message ..................................................................................................................... 120
H7: Problem recognition and information search ............................................................................... 121
7-1 Problem recognition................................................................................................................ 121
7-1a The Ideal State .................................................................................................................. 121
7-1b The Actual State ................................................................................................................ 121
7-2 Internal Search: Searching for Information from Memory ........................................................... 122
7-2a Extent of Internal Search .................................................................................................... 122
7-2b Information Retrieved ........................................................................................................ 122
7-2c Accuracy of Internal Search: .............................................................................................. 123
7-3 External Search: Searching for Information from the Environment.............................................. 124
7-3a Sources of Information: ..................................................................................................... 124
7-3b Factors Affecting Extent of Search: ..................................................................................... 125
7-3c Information Acquired ......................................................................................................... 126
7-3d Accuracy of External Search............................................................................................... 126
7-3e Search Process ................................................................................................................. 127
8: Judgment and Decision-Making Based on High-Effort ..................................................................... 128
8-1: High-Effort Judgment Processes ............................................................................................. 128
8-1a: Judgments of Likelihood and Goodness/Badness ............................................................... 129
8-1b: Mental and Emotional Accounting ..................................................................................... 129
