Summary Marketing Communication
Understanding and Knowledge
assignment part B
All book chapters and articles
Master track Persuasive Communication
Course Marketing Communication
Year 2020-2021
Ivo Martens
, Ivo Martens
Inhoud
Belch and Belch. Chapter 4 (2017) .......................................................................................................... 3
Tversky & Kahneman (1981) ................................................................................................................... 9
Wang, Siu and Hui (2004) ...................................................................................................................... 12
Belch and Belch, Chapter 5 (2017) ........................................................................................................ 15
Lui and Shrum, 2009 .............................................................................................................................. 22
Lang, 2000 ............................................................................................................................................. 25
Chartrand, 2005..................................................................................................................................... 30
Häfner and Trampe, 2009 ..................................................................................................................... 32
Strick et al., 2009. .................................................................................................................................. 35
2
Uva, Persuasive Communication, Marketing Communication
, Ivo Martens
Week 4
Belch and Belch. Chapter 4 (2017)
Perspectives on consumer behaviour
An overview of consumer behavior
While their ultimate goal is to influence consumers’ purchase behavior, most marketers understand
that the actual purchase is only part of an overall process.
Consumer behavior -> the process and activities people engage in when searching for, selecting,
purchasing, using, evaluating and disposing of products and services to satisfy their needs and
desires.
Marketers’ success in influencing purchase behavior depends in large part on how well they
understand consumer behavior.
The consumer decision making process
Motivation, perception, attitude formation, integration, and learning are important to promotional
planners, since they influence the general decision-making process of the consumer.
Problem recognition
The first stage is problem recognition -> the consumer perceives a need and becomes motivated to
solve the problem.
Problem recognition is caused by a difference between the consumer’s ideal state and actual state. A
discrepancy exists between what the consumer wants the situation to be like and what the situation
is really like.
Sources of problem recognition
Both internal and external.
- Out of stock
- Dissatisfaction
- New needs wants
o Changes in consumers’ lives, for example
- Marketer-induced problem recognition
o Marketers’ actions that encourage consumers not to be content with their current
state
- New products
3
Uva, Persuasive Communication, Marketing Communication
Understanding and Knowledge
assignment part B
All book chapters and articles
Master track Persuasive Communication
Course Marketing Communication
Year 2020-2021
Ivo Martens
, Ivo Martens
Inhoud
Belch and Belch. Chapter 4 (2017) .......................................................................................................... 3
Tversky & Kahneman (1981) ................................................................................................................... 9
Wang, Siu and Hui (2004) ...................................................................................................................... 12
Belch and Belch, Chapter 5 (2017) ........................................................................................................ 15
Lui and Shrum, 2009 .............................................................................................................................. 22
Lang, 2000 ............................................................................................................................................. 25
Chartrand, 2005..................................................................................................................................... 30
Häfner and Trampe, 2009 ..................................................................................................................... 32
Strick et al., 2009. .................................................................................................................................. 35
2
Uva, Persuasive Communication, Marketing Communication
, Ivo Martens
Week 4
Belch and Belch. Chapter 4 (2017)
Perspectives on consumer behaviour
An overview of consumer behavior
While their ultimate goal is to influence consumers’ purchase behavior, most marketers understand
that the actual purchase is only part of an overall process.
Consumer behavior -> the process and activities people engage in when searching for, selecting,
purchasing, using, evaluating and disposing of products and services to satisfy their needs and
desires.
Marketers’ success in influencing purchase behavior depends in large part on how well they
understand consumer behavior.
The consumer decision making process
Motivation, perception, attitude formation, integration, and learning are important to promotional
planners, since they influence the general decision-making process of the consumer.
Problem recognition
The first stage is problem recognition -> the consumer perceives a need and becomes motivated to
solve the problem.
Problem recognition is caused by a difference between the consumer’s ideal state and actual state. A
discrepancy exists between what the consumer wants the situation to be like and what the situation
is really like.
Sources of problem recognition
Both internal and external.
- Out of stock
- Dissatisfaction
- New needs wants
o Changes in consumers’ lives, for example
- Marketer-induced problem recognition
o Marketers’ actions that encourage consumers not to be content with their current
state
- New products
3
Uva, Persuasive Communication, Marketing Communication
