Inhoud
1: Introduction to Consumer Behaviour..................................................................................................................3
1.1 What is consumer behaviour?........................................................................................................................3
1.2 Why should we study consumer behaviour...................................................................................................4
1.3 The consumer decision process/dual process theory....................................................................................5
2. Attitudes...............................................................................................................................................................8
2.1 What are attitudes..........................................................................................................................................8
2.2 Attitude-behaviour change and how can we measure attitudes...................................................................9
3. Emotions and motivations..................................................................................................................................12
3.1 What are emotions?.....................................................................................................................................12
3.2 Theories of emotions....................................................................................................................................12
3.3 Emotions and marketing..............................................................................................................................13
3.4 What are motivations...................................................................................................................................13
3.5 Theories of motivation.................................................................................................................................14
3.6 Motivations and marketing..........................................................................................................................15
Information processing – Exposure, attention and perception (06/03)................................................................16
Lecture 5: Information processing – cognition: heuristics and biases...................................................................21
5.1 Debunking consumers cognitive shortcuts..................................................................................................21
Lecture 6: Consumer identity (27.03)....................................................................................................................25
Self concept........................................................................................................................................................25
Social identities...................................................................................................................................................26
Value, lifestyle and personality..........................................................................................................................26
Branding.............................................................................................................................................................28
Marketing in Open Source – Gabriel Aguair Noury................................................................................................29
What is open source?.........................................................................................................................................29
Lecture 7: Social marketing....................................................................................................................................30
What is social marketing?..................................................................................................................................30
Frequent techniques in social marketing?.........................................................................................................31
The value of public-private partnerships...........................................................................................................32
7.2 Nudging............................................................................................................................................................33
What is nudging?................................................................................................................................................33
Frequently used nudging techniques.................................................................................................................33
Lecture 8: Social influence – 24.04.........................................................................................................................36
Lecture 9: Cultural influence..................................................................................................................................41
Implications for marketing.................................................................................................................................43
Culture and Customer Relationship Management............................................................................................43
Lecture 11: Sustainability.......................................................................................................................................45
1
,What is sustainability?.......................................................................................................................................45
2
,1: Introduction to Consumer Behaviour
1.1 What is consumer behaviour?
Consumer behaviour: the study of processes involved when individuals or groups select, purchase, use or
dispose of products, services, ideas or experiences to satisfy needs and desires.
- What would motivate a person to buy a car
- Why do people keep smoking
- Why do people buy single use coffee cups
- What would persuade people to donate blood
CB is an interdisciplinary science
- Microeconomics: consumer theory and consumer choice
- Sociology: groups, cultures and societies
- Psychology: the decision process, the learning process, attitudes and motivations
- Social psychology: cognitive and heuristic biases
Distinct is about the role the people take: Consumer - Shopper
Consumer buying roles
- Initiator: initiates the idea
- Influencer: they inspire you and might bring you in contact with a new product. They can be direct
(people you know) or indirect (people you don’t know)
- Decider: ultimate buying decision
- Buyer: the person that makes the actual purchase
- User: the one that consumes
- Gatekeeper: controls access (like parents who control the amount of tv for their child)
Comparing consumer and shopper needs
- Consumer: requirements that I need fulfilled by the products I buy for me and my family (healthy,
durable, filling,…)
- Shopper: requirements that I need fulfilled as part of the shopping process (variety, value,
convenience,…)
Example: shoppers bought a lot of toilet paper in the first lockdown
CB is a process:
1. Pre-purchase: how do consumers decide that they need a product of service? What are the best
information sources to learn more about alternative choices?
2. Purchase: How do consumers experience acquiring a product or service? What does the purchase say
about the consumer?
3. Post-purchase: does the product perform its intended function? How is the product eventually
disposed of and what are the environmental consequences of this act
CB as subjective and situational
- Subjective influences: consumer
o Personal
o Psychological
o Social
o Situational
- Situational: Organizational influences
o Product (packaging, image, colour,…)
o Place (where packages are sold)
o Price (sales, organic vs non organic)
o Promotion (public relation)
3
, Consumers’ impact on marketing strategies
- Good business: basic marketing concepts rely on satisfying consumer needs
- Marketeers can only satisfy needs to the extent they understand consumers
- Marketers have to understand the wants and needs of different consumer segments
- No size fits all: consumers are (predictably) irrational
Marketing segmentation: process of dividing the mass market into subsets of consumers who share common
needs, characteristics and behaviour
- Demographic
- Geographic
- Psychographic segmentation:
o Categorization of people based on their lifestyle, in combination with measure of attitudes,
beliefs and personality
o While demographic information focuses on WHO buys the product, psychographic
researches WHY people buy the product
o different ways to measure: Lifestyles Attitudes: can shape people, depends on the values we
grew up with Interests beliefs Emotions Values Aspirations
- Behaviour segmentation
o Exploring groups, audiences and consumers by their actions and behaviour
o Looks at what the consumer does
Purchasing behaviour
Usage behaviour
Benefit sought
Customer satisfaction
Customer loyalty
1.2 Why should we study consumer behaviour
The consumer is very important in failure or success of a company
Selling concept Marketing concept
Customer needs: True marketing starts with the consumer. His demographics, his realities, his needs and his
values. It does not ask ‘what do we want to sell’ but ‘what does the consumer wants to buy’
Value: consumer’s assessment of the overall capacity of offering to satisfy needs and wants
Value discipline: you should choose one (Unique Selling Proposition)
Best product: continuous innovation and creativity.
New products to market equity (Apple)
Best total cost: leading in price and convenience.
Reduce costs and create efficient value-delivery
system (Ryanair, Ikea
Best total solution: constantly tailor offering to
needs of target consumer based on knowledge of
individual customer
4
1: Introduction to Consumer Behaviour..................................................................................................................3
1.1 What is consumer behaviour?........................................................................................................................3
1.2 Why should we study consumer behaviour...................................................................................................4
1.3 The consumer decision process/dual process theory....................................................................................5
2. Attitudes...............................................................................................................................................................8
2.1 What are attitudes..........................................................................................................................................8
2.2 Attitude-behaviour change and how can we measure attitudes...................................................................9
3. Emotions and motivations..................................................................................................................................12
3.1 What are emotions?.....................................................................................................................................12
3.2 Theories of emotions....................................................................................................................................12
3.3 Emotions and marketing..............................................................................................................................13
3.4 What are motivations...................................................................................................................................13
3.5 Theories of motivation.................................................................................................................................14
3.6 Motivations and marketing..........................................................................................................................15
Information processing – Exposure, attention and perception (06/03)................................................................16
Lecture 5: Information processing – cognition: heuristics and biases...................................................................21
5.1 Debunking consumers cognitive shortcuts..................................................................................................21
Lecture 6: Consumer identity (27.03)....................................................................................................................25
Self concept........................................................................................................................................................25
Social identities...................................................................................................................................................26
Value, lifestyle and personality..........................................................................................................................26
Branding.............................................................................................................................................................28
Marketing in Open Source – Gabriel Aguair Noury................................................................................................29
What is open source?.........................................................................................................................................29
Lecture 7: Social marketing....................................................................................................................................30
What is social marketing?..................................................................................................................................30
Frequent techniques in social marketing?.........................................................................................................31
The value of public-private partnerships...........................................................................................................32
7.2 Nudging............................................................................................................................................................33
What is nudging?................................................................................................................................................33
Frequently used nudging techniques.................................................................................................................33
Lecture 8: Social influence – 24.04.........................................................................................................................36
Lecture 9: Cultural influence..................................................................................................................................41
Implications for marketing.................................................................................................................................43
Culture and Customer Relationship Management............................................................................................43
Lecture 11: Sustainability.......................................................................................................................................45
1
,What is sustainability?.......................................................................................................................................45
2
,1: Introduction to Consumer Behaviour
1.1 What is consumer behaviour?
Consumer behaviour: the study of processes involved when individuals or groups select, purchase, use or
dispose of products, services, ideas or experiences to satisfy needs and desires.
- What would motivate a person to buy a car
- Why do people keep smoking
- Why do people buy single use coffee cups
- What would persuade people to donate blood
CB is an interdisciplinary science
- Microeconomics: consumer theory and consumer choice
- Sociology: groups, cultures and societies
- Psychology: the decision process, the learning process, attitudes and motivations
- Social psychology: cognitive and heuristic biases
Distinct is about the role the people take: Consumer - Shopper
Consumer buying roles
- Initiator: initiates the idea
- Influencer: they inspire you and might bring you in contact with a new product. They can be direct
(people you know) or indirect (people you don’t know)
- Decider: ultimate buying decision
- Buyer: the person that makes the actual purchase
- User: the one that consumes
- Gatekeeper: controls access (like parents who control the amount of tv for their child)
Comparing consumer and shopper needs
- Consumer: requirements that I need fulfilled by the products I buy for me and my family (healthy,
durable, filling,…)
- Shopper: requirements that I need fulfilled as part of the shopping process (variety, value,
convenience,…)
Example: shoppers bought a lot of toilet paper in the first lockdown
CB is a process:
1. Pre-purchase: how do consumers decide that they need a product of service? What are the best
information sources to learn more about alternative choices?
2. Purchase: How do consumers experience acquiring a product or service? What does the purchase say
about the consumer?
3. Post-purchase: does the product perform its intended function? How is the product eventually
disposed of and what are the environmental consequences of this act
CB as subjective and situational
- Subjective influences: consumer
o Personal
o Psychological
o Social
o Situational
- Situational: Organizational influences
o Product (packaging, image, colour,…)
o Place (where packages are sold)
o Price (sales, organic vs non organic)
o Promotion (public relation)
3
, Consumers’ impact on marketing strategies
- Good business: basic marketing concepts rely on satisfying consumer needs
- Marketeers can only satisfy needs to the extent they understand consumers
- Marketers have to understand the wants and needs of different consumer segments
- No size fits all: consumers are (predictably) irrational
Marketing segmentation: process of dividing the mass market into subsets of consumers who share common
needs, characteristics and behaviour
- Demographic
- Geographic
- Psychographic segmentation:
o Categorization of people based on their lifestyle, in combination with measure of attitudes,
beliefs and personality
o While demographic information focuses on WHO buys the product, psychographic
researches WHY people buy the product
o different ways to measure: Lifestyles Attitudes: can shape people, depends on the values we
grew up with Interests beliefs Emotions Values Aspirations
- Behaviour segmentation
o Exploring groups, audiences and consumers by their actions and behaviour
o Looks at what the consumer does
Purchasing behaviour
Usage behaviour
Benefit sought
Customer satisfaction
Customer loyalty
1.2 Why should we study consumer behaviour
The consumer is very important in failure or success of a company
Selling concept Marketing concept
Customer needs: True marketing starts with the consumer. His demographics, his realities, his needs and his
values. It does not ask ‘what do we want to sell’ but ‘what does the consumer wants to buy’
Value: consumer’s assessment of the overall capacity of offering to satisfy needs and wants
Value discipline: you should choose one (Unique Selling Proposition)
Best product: continuous innovation and creativity.
New products to market equity (Apple)
Best total cost: leading in price and convenience.
Reduce costs and create efficient value-delivery
system (Ryanair, Ikea
Best total solution: constantly tailor offering to
needs of target consumer based on knowledge of
individual customer
4
