Consumer behavior
Made by Merel & Amber B. Do not spread without permission
, 1. Table of Contents
1. Table of Contents ........................................................................................................ 2
2. Introduction to consumer behavior ........................................................................... 4
3. Attitudes ..................................................................................................................... 13
4. Exposure, attention and perception ........................................................................ 21
5. Cognition: heuristics and Biases .............................................................................. 28
6. Consumer identities .................................................................................................. 36
7. Social marketing ....................................................................................................... 46
8. Nudging ..................................................................................................................... 55
9. Social influence......................................................................................................... 61
10. Cultural influence .................................................................................................. 66
11. Sustainability .......................................................................................................... 75
Made by Merel & Amber B. Do not spread without permission
,Made by Merel & Amber B. Do not spread without permission
, 2. Introduction to consumer behavior
- What is consumer behavior?
o The study of the 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?
Social psychology: how we process
information and how we use
heuristics.
How people really react as
consumers.
- Consumer vs shopper?
o Consumers’ buying roles
Initiator: initial idea. Someone who initiates the idea (let’s have a
drink).
Influencer: they inspire you; they influence your decision. They
convince you or not. An Instagram influencer is paid to promote
products but also your sister who doesn’t want you to wear her
skirt. She’s trying to influence your decision.
Decider: ultimate buying decision. Not necessarily the one who
buys the things. I decide what to buy in the supermarket, but my
boyfriend goes to the supermarket who buys it.
Buyer: actual purchase
User: consumes the products
Gatekeeper: controls the access. Parents control the access for
children what to watch etc.
o Comparing consumer and shopper needs
Consumer needs
• Requirements that I need fulfilled by the products I buy for
me and my family (e.g., healthy, durable, filling, tasty)
Shopper needs
Made by Merel & Amber B. Do not spread without permission
Made by Merel & Amber B. Do not spread without permission
, 1. Table of Contents
1. Table of Contents ........................................................................................................ 2
2. Introduction to consumer behavior ........................................................................... 4
3. Attitudes ..................................................................................................................... 13
4. Exposure, attention and perception ........................................................................ 21
5. Cognition: heuristics and Biases .............................................................................. 28
6. Consumer identities .................................................................................................. 36
7. Social marketing ....................................................................................................... 46
8. Nudging ..................................................................................................................... 55
9. Social influence......................................................................................................... 61
10. Cultural influence .................................................................................................. 66
11. Sustainability .......................................................................................................... 75
Made by Merel & Amber B. Do not spread without permission
,Made by Merel & Amber B. Do not spread without permission
, 2. Introduction to consumer behavior
- What is consumer behavior?
o The study of the 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?
Social psychology: how we process
information and how we use
heuristics.
How people really react as
consumers.
- Consumer vs shopper?
o Consumers’ buying roles
Initiator: initial idea. Someone who initiates the idea (let’s have a
drink).
Influencer: they inspire you; they influence your decision. They
convince you or not. An Instagram influencer is paid to promote
products but also your sister who doesn’t want you to wear her
skirt. She’s trying to influence your decision.
Decider: ultimate buying decision. Not necessarily the one who
buys the things. I decide what to buy in the supermarket, but my
boyfriend goes to the supermarket who buys it.
Buyer: actual purchase
User: consumes the products
Gatekeeper: controls the access. Parents control the access for
children what to watch etc.
o Comparing consumer and shopper needs
Consumer needs
• Requirements that I need fulfilled by the products I buy for
me and my family (e.g., healthy, durable, filling, tasty)
Shopper needs
Made by Merel & Amber B. Do not spread without permission
