CONSUMER BEHAVIOUR
COURSE INFORMATIONSUMMARY
SUMMARY
Prof. dr. Nathalie Dens
dr. Yana Avramova
1
, Academic year 2020-2021
2
,Consumer Behaviour: Summary
Inhoudsopgave
CONSUMER BEHAVIOUR................................................................................................................................ 1
COURSE INFORMATIONSummary................................................................................................................... 1
SUMMARY..................................................................................................................................................... 1
1. Introduction............................................................................................................................................... 7
1.1. What is consumer behaviour?.......................................................................................................................7
1.2. Why study CB?...............................................................................................................................................8
1.3. The changeing consumer.............................................................................................................................10
2. Decision making....................................................................................................................................... 12
2.1. The consumer decision process...................................................................................................................12
2.1.1. Need recognition.................................................................................................................................13
2.1.2. Information search..............................................................................................................................13
2.1.3. Evaluation of alternatives....................................................................................................................13
2.1.4. Purchase decision................................................................................................................................17
2.1.5. Post-purchase behavior.......................................................................................................................18
2.2. Attitude........................................................................................................................................................19
2.3. Elaboration and persuasion.........................................................................................................................21
3. Research methods.................................................................................................................................... 22
3.1. Research......................................................................................................................................................22
3.2. Experimental research.................................................................................................................................23
4. Customer journeys................................................................................................................................... 25
4.1. Personas......................................................................................................................................................25
4.2. The customer journey..................................................................................................................................26
5. Defining and targeting your audience – Gast college 1 – A. Aranguiz.........................................................27
5.1. Content marketing.......................................................................................................................................27
5.2. Defining and targeting your audience.........................................................................................................27
6. Motivation – Gast college 2 – Hilmar Zech................................................................................................ 28
6.1. Definition.....................................................................................................................................................28
3
, 6.2. Descriptive Theories.....................................................................................................................................28
6.3. Generative Theories.....................................................................................................................................29
6.3.1. Approach Avoidance Task: experiment...............................................................................................29
6.3.2. Food Project: experiment....................................................................................................................30
7. Embodiment, fluency, affect..................................................................................................................... 32
7.1. Embodiment................................................................................................................................................32
7.1.1. Arm muscle contraction......................................................................................................................33
7.1.2. Brand names........................................................................................................................................33
7.1.3. Popcorn in the cinema.........................................................................................................................33
7.1.4. Product orientation.............................................................................................................................33
7.1.5. Verticality.............................................................................................................................................34
7.1.6. Variety..................................................................................................................................................35
7.1.7. Sensory experience..............................................................................................................................35
7.2. Fluency.........................................................................................................................................................35
7.2.1. The Truth effect...................................................................................................................................36
7.2.2. Ease of retrieval...................................................................................................................................37
7.2.3. Brand names........................................................................................................................................37
7.2.4. Disfluency = low fluency......................................................................................................................37
8. Sensory marketing, perception, context effects (!)....................................................................................37
8.1. Sensory marketing.......................................................................................................................................38
8.1.1. Vision...................................................................................................................................................38
8.1.2. Touch (haptics)....................................................................................................................................38
8.1.3. Smell (olfaction)...................................................................................................................................38
8.1.4. Sound (audition)..................................................................................................................................39
8.1.5. Multisensory experiences....................................................................................................................39
8.2. Perception....................................................................................................................................................40
8.3. Context effects.............................................................................................................................................40
8.3.1. Contextual cues...................................................................................................................................41
8.3.2. Basic perception..................................................................................................................................41
8.3.3. Effects of choice context on choice and consumption........................................................................42
8.3.4. Marketing claims and (irrelevant) product attributes as context.......................................................43
8.3.5. The new look: motivated perception..................................................................................................45
9. Automatic influences on behavior: Priming effects...................................................................................46
9.1. Priming types...............................................................................................................................................46
9.1.1. Semantic priming.................................................................................................................................47
9.1.2. Affective priming..................................................................................................................................49
9.1.3. Behavioral priming...............................................................................................................................49
9.1.4. Goal priming........................................................................................................................................50
9.1.5. Mindset priming..................................................................................................................................53
9.1.6. Process priming...................................................................................................................................53
9.2. Affect............................................................................................................................................................54
9.2.1. Mood congruence................................................................................................................................54
9.2.2. Affect-as-information..........................................................................................................................55
9.2.3. Mood management.............................................................................................................................55
4
COURSE INFORMATIONSUMMARY
SUMMARY
Prof. dr. Nathalie Dens
dr. Yana Avramova
1
, Academic year 2020-2021
2
,Consumer Behaviour: Summary
Inhoudsopgave
CONSUMER BEHAVIOUR................................................................................................................................ 1
COURSE INFORMATIONSummary................................................................................................................... 1
SUMMARY..................................................................................................................................................... 1
1. Introduction............................................................................................................................................... 7
1.1. What is consumer behaviour?.......................................................................................................................7
1.2. Why study CB?...............................................................................................................................................8
1.3. The changeing consumer.............................................................................................................................10
2. Decision making....................................................................................................................................... 12
2.1. The consumer decision process...................................................................................................................12
2.1.1. Need recognition.................................................................................................................................13
2.1.2. Information search..............................................................................................................................13
2.1.3. Evaluation of alternatives....................................................................................................................13
2.1.4. Purchase decision................................................................................................................................17
2.1.5. Post-purchase behavior.......................................................................................................................18
2.2. Attitude........................................................................................................................................................19
2.3. Elaboration and persuasion.........................................................................................................................21
3. Research methods.................................................................................................................................... 22
3.1. Research......................................................................................................................................................22
3.2. Experimental research.................................................................................................................................23
4. Customer journeys................................................................................................................................... 25
4.1. Personas......................................................................................................................................................25
4.2. The customer journey..................................................................................................................................26
5. Defining and targeting your audience – Gast college 1 – A. Aranguiz.........................................................27
5.1. Content marketing.......................................................................................................................................27
5.2. Defining and targeting your audience.........................................................................................................27
6. Motivation – Gast college 2 – Hilmar Zech................................................................................................ 28
6.1. Definition.....................................................................................................................................................28
3
, 6.2. Descriptive Theories.....................................................................................................................................28
6.3. Generative Theories.....................................................................................................................................29
6.3.1. Approach Avoidance Task: experiment...............................................................................................29
6.3.2. Food Project: experiment....................................................................................................................30
7. Embodiment, fluency, affect..................................................................................................................... 32
7.1. Embodiment................................................................................................................................................32
7.1.1. Arm muscle contraction......................................................................................................................33
7.1.2. Brand names........................................................................................................................................33
7.1.3. Popcorn in the cinema.........................................................................................................................33
7.1.4. Product orientation.............................................................................................................................33
7.1.5. Verticality.............................................................................................................................................34
7.1.6. Variety..................................................................................................................................................35
7.1.7. Sensory experience..............................................................................................................................35
7.2. Fluency.........................................................................................................................................................35
7.2.1. The Truth effect...................................................................................................................................36
7.2.2. Ease of retrieval...................................................................................................................................37
7.2.3. Brand names........................................................................................................................................37
7.2.4. Disfluency = low fluency......................................................................................................................37
8. Sensory marketing, perception, context effects (!)....................................................................................37
8.1. Sensory marketing.......................................................................................................................................38
8.1.1. Vision...................................................................................................................................................38
8.1.2. Touch (haptics)....................................................................................................................................38
8.1.3. Smell (olfaction)...................................................................................................................................38
8.1.4. Sound (audition)..................................................................................................................................39
8.1.5. Multisensory experiences....................................................................................................................39
8.2. Perception....................................................................................................................................................40
8.3. Context effects.............................................................................................................................................40
8.3.1. Contextual cues...................................................................................................................................41
8.3.2. Basic perception..................................................................................................................................41
8.3.3. Effects of choice context on choice and consumption........................................................................42
8.3.4. Marketing claims and (irrelevant) product attributes as context.......................................................43
8.3.5. The new look: motivated perception..................................................................................................45
9. Automatic influences on behavior: Priming effects...................................................................................46
9.1. Priming types...............................................................................................................................................46
9.1.1. Semantic priming.................................................................................................................................47
9.1.2. Affective priming..................................................................................................................................49
9.1.3. Behavioral priming...............................................................................................................................49
9.1.4. Goal priming........................................................................................................................................50
9.1.5. Mindset priming..................................................................................................................................53
9.1.6. Process priming...................................................................................................................................53
9.2. Affect............................................................................................................................................................54
9.2.1. Mood congruence................................................................................................................................54
9.2.2. Affect-as-information..........................................................................................................................55
9.2.3. Mood management.............................................................................................................................55
4
