Table of Contents
Lecture 1................................................................................................................................ 3
1. The mere exposure effect...............................................................................................3
2. Consumer Decision Process Model (The 7 steps)..........................................................4
Lecture 2: Consumer Memory and Learning..........................................................................8
1. Memory system...............................................................................................................8
2. The Associate Network...................................................................................................9
3. Properties of Associations...............................................................................................9
4. Model of Spreading Activation........................................................................................9
5. Marketing Relevance of Association Networks.............................................................10
6. Learning (4 models)......................................................................................................10
7. Forgetting...................................................................................................................... 11
8. Reconstructive Memory................................................................................................11
Summary.......................................................................................................................... 11
Lecture 3: Consumer Motivation...........................................................................................12
1.Model of consumer motivation.......................................................................................12
1. Goals are Organized in Associative Networks..............................................................12
2. Properties of Goal Systems..........................................................................................12
4. Marketing Relevance of Goal Systems.........................................................................14
5. The Self-Concept as Repository of Consumer Chronic Goals.......................................15
6. Multiple Selves.............................................................................................................. 15
7. Compensatory Consumption.....................................................................................16
Summary.......................................................................................................................... 16
Lecture 4: Consumer perception..........................................................................................17
1. Perception process.......................................................................................................17
2. Bottum up and top down processing.............................................................................17
3. Stimulus-related factors................................................................................................18
4. Context-related factors..................................................................................................19
5. Consumer factors.......................................................................................................... 20
Summary.......................................................................................................................... 20
Lecture 5: Attitudes and Influence........................................................................................22
1. Consumer Attitudes......................................................................................................22
2. Components of attitudes...............................................................................................22
3. Predicting and understanding attitudes.........................................................................23
4. Integral affect................................................................................................................ 23
1
, 5. Incidental affect............................................................................................................. 23
6. Influencing consumers communication (2)....................................................................24
6.1 Source..................................................................................................................... 24
6.2 Message.................................................................................................................. 25
Summary.......................................................................................................................... 27
Lecture 6: Influencing Consumers: Social Influence.............................................................28
1. Elaboration Likelihood Model (ELM).............................................................................28
1.1 Central Route.......................................................................................................... 28
1.2 Peripheral route.......................................................................................................28
2. Social influence............................................................................................................. 29
3. Informational influence..................................................................................................30
4.Normative social influence (4)....................................................................................32
5.Value expressive influence.........................................................................................33
Summary.......................................................................................................................... 34
Lecture 7: Consumer Characteristics and Context...............................................................34
1. National culture............................................................................................................. 34
2. Manipulating self-construal...........................................................................................35
3. Effects of culture on choice...........................................................................................35
4. Demographic characteristics.........................................................................................35
5. Psychological characteristics........................................................................................36
Summary.......................................................................................................................... 36
Lecture 8: Consumer Decision Making.................................................................................37
1. Rational choice theory...................................................................................................37
2. Consumers do not behave rationally (8)........................................................................37
3. The construction of preference......................................................................................39
Summary.......................................................................................................................... 39
Lecture 9: Consumer Satisfaction, Dissatisfaction and Happiness.......................................40
1.What is Satisfaction/Dissatisfaction?..............................................................................40
2.Expectancy confirmation model.....................................................................................40
3.Adaptation...................................................................................................................... 43
4.Rationality...................................................................................................................... 43
Summary.......................................................................................................................... 44
ARTICLES........................................................................................................................ 44
2
,Lecture 1
1. The mere exposure effect
● The mere exposure effect: Its an individual effect but also something that you can
learn. Its an individual phenomenon, fact that you can learn, something that you can
memorize.
● Zajonc (1968) presented participants with fake kanji characters.
○ Each symbol was presented between 1 and 25 times.
○ After the presentation, participants rated each symbol.
○ Results indicated that participants felt more positively and more familiar with it
(i.e., they liked) the symbols that were presented more frequently.
○ e.g., people were more comfortable with investing in stocks that seem more
familiar (i.e., APPL vs. XPDI)
● Why are studies like this important?
○ Brands
■ The more recognizable a brand is, the more positive people will feel
towards that brand.
What is consumer behaviour?
● Kardes: Human reactions to products, services, and
marketing activities.
● Blackwell et al.: Human activities related to the
obtaining, consuming and disposing of products and
services.
● Solomon: Processes involved in selecting, buying,
using or disposing of products, services, ideas and
experiences to satisfy needs and wants.
● Avery et al.: Set of mental and physical activities
undertaken by consumers to acquire and consume
products as to fulfill their needs and wants.
● Peter & Olson: Dynamic interactions of affect
(feelings or emotions), cognition (thoughts), and
behaviour, with events in the environment, that
are associated with the “exchange aspects” of
human life.
Consumer behaviour research
Topics
Motivation, advertising effects, decision processes, consumption rituals, etc.
o Theories
o Psychology, Sociology, Anthropology, Economics
Methods
Surveys, experiments, observation, interviews, etc.
Who studies consumer behaviour?
1. Marketers
2. Social Organizations
3. Public Policy Makers
3
, 2. Consumer Decision Process Model (The 7 steps)
Step 1. Need recognition
What is a need?
● Need: the discrepancy between the actual and desired state
● anything that increases your desired states increases (generates) your need
● A need has a desired and actual state. However a change in a desired state might
create a need. Think of life stage changes, new tastes and/or new technologies.
Moreover, a change in an actual stage can also lead to a need. For example if you
want ice cream and you see that you have ran out of it you need it. another thing can
be problem removal or problem avoidance.
● Which factors influence the indifferent zone? One factor is high or low risk.
● There is no control about the actual state and the desired state is the desired
objective.
Step 2. Search for information
Information processing
These are 2 ways that we search for information:
1.Intern
al
-
Retrieval from memory
2. External
-Marketer sources
advertising, company websites, stores, salespeople, brochures
-Non-marketer sources
other consumers (including family and friends), consumer organizations, government,
media
Information Search
Heuristic Search Systematic search
ad-hoc organized
convenience-based comprehensive
relies on rule of thumb effortful
less risk more risk
low level of involvement high level of involvement
more knowledge less knowledge
less time more time
Note: this is a continuum, more of like a spectrum Its a continuum of information.
4
Lecture 1................................................................................................................................ 3
1. The mere exposure effect...............................................................................................3
2. Consumer Decision Process Model (The 7 steps)..........................................................4
Lecture 2: Consumer Memory and Learning..........................................................................8
1. Memory system...............................................................................................................8
2. The Associate Network...................................................................................................9
3. Properties of Associations...............................................................................................9
4. Model of Spreading Activation........................................................................................9
5. Marketing Relevance of Association Networks.............................................................10
6. Learning (4 models)......................................................................................................10
7. Forgetting...................................................................................................................... 11
8. Reconstructive Memory................................................................................................11
Summary.......................................................................................................................... 11
Lecture 3: Consumer Motivation...........................................................................................12
1.Model of consumer motivation.......................................................................................12
1. Goals are Organized in Associative Networks..............................................................12
2. Properties of Goal Systems..........................................................................................12
4. Marketing Relevance of Goal Systems.........................................................................14
5. The Self-Concept as Repository of Consumer Chronic Goals.......................................15
6. Multiple Selves.............................................................................................................. 15
7. Compensatory Consumption.....................................................................................16
Summary.......................................................................................................................... 16
Lecture 4: Consumer perception..........................................................................................17
1. Perception process.......................................................................................................17
2. Bottum up and top down processing.............................................................................17
3. Stimulus-related factors................................................................................................18
4. Context-related factors..................................................................................................19
5. Consumer factors.......................................................................................................... 20
Summary.......................................................................................................................... 20
Lecture 5: Attitudes and Influence........................................................................................22
1. Consumer Attitudes......................................................................................................22
2. Components of attitudes...............................................................................................22
3. Predicting and understanding attitudes.........................................................................23
4. Integral affect................................................................................................................ 23
1
, 5. Incidental affect............................................................................................................. 23
6. Influencing consumers communication (2)....................................................................24
6.1 Source..................................................................................................................... 24
6.2 Message.................................................................................................................. 25
Summary.......................................................................................................................... 27
Lecture 6: Influencing Consumers: Social Influence.............................................................28
1. Elaboration Likelihood Model (ELM).............................................................................28
1.1 Central Route.......................................................................................................... 28
1.2 Peripheral route.......................................................................................................28
2. Social influence............................................................................................................. 29
3. Informational influence..................................................................................................30
4.Normative social influence (4)....................................................................................32
5.Value expressive influence.........................................................................................33
Summary.......................................................................................................................... 34
Lecture 7: Consumer Characteristics and Context...............................................................34
1. National culture............................................................................................................. 34
2. Manipulating self-construal...........................................................................................35
3. Effects of culture on choice...........................................................................................35
4. Demographic characteristics.........................................................................................35
5. Psychological characteristics........................................................................................36
Summary.......................................................................................................................... 36
Lecture 8: Consumer Decision Making.................................................................................37
1. Rational choice theory...................................................................................................37
2. Consumers do not behave rationally (8)........................................................................37
3. The construction of preference......................................................................................39
Summary.......................................................................................................................... 39
Lecture 9: Consumer Satisfaction, Dissatisfaction and Happiness.......................................40
1.What is Satisfaction/Dissatisfaction?..............................................................................40
2.Expectancy confirmation model.....................................................................................40
3.Adaptation...................................................................................................................... 43
4.Rationality...................................................................................................................... 43
Summary.......................................................................................................................... 44
ARTICLES........................................................................................................................ 44
2
,Lecture 1
1. The mere exposure effect
● The mere exposure effect: Its an individual effect but also something that you can
learn. Its an individual phenomenon, fact that you can learn, something that you can
memorize.
● Zajonc (1968) presented participants with fake kanji characters.
○ Each symbol was presented between 1 and 25 times.
○ After the presentation, participants rated each symbol.
○ Results indicated that participants felt more positively and more familiar with it
(i.e., they liked) the symbols that were presented more frequently.
○ e.g., people were more comfortable with investing in stocks that seem more
familiar (i.e., APPL vs. XPDI)
● Why are studies like this important?
○ Brands
■ The more recognizable a brand is, the more positive people will feel
towards that brand.
What is consumer behaviour?
● Kardes: Human reactions to products, services, and
marketing activities.
● Blackwell et al.: Human activities related to the
obtaining, consuming and disposing of products and
services.
● Solomon: Processes involved in selecting, buying,
using or disposing of products, services, ideas and
experiences to satisfy needs and wants.
● Avery et al.: Set of mental and physical activities
undertaken by consumers to acquire and consume
products as to fulfill their needs and wants.
● Peter & Olson: Dynamic interactions of affect
(feelings or emotions), cognition (thoughts), and
behaviour, with events in the environment, that
are associated with the “exchange aspects” of
human life.
Consumer behaviour research
Topics
Motivation, advertising effects, decision processes, consumption rituals, etc.
o Theories
o Psychology, Sociology, Anthropology, Economics
Methods
Surveys, experiments, observation, interviews, etc.
Who studies consumer behaviour?
1. Marketers
2. Social Organizations
3. Public Policy Makers
3
, 2. Consumer Decision Process Model (The 7 steps)
Step 1. Need recognition
What is a need?
● Need: the discrepancy between the actual and desired state
● anything that increases your desired states increases (generates) your need
● A need has a desired and actual state. However a change in a desired state might
create a need. Think of life stage changes, new tastes and/or new technologies.
Moreover, a change in an actual stage can also lead to a need. For example if you
want ice cream and you see that you have ran out of it you need it. another thing can
be problem removal or problem avoidance.
● Which factors influence the indifferent zone? One factor is high or low risk.
● There is no control about the actual state and the desired state is the desired
objective.
Step 2. Search for information
Information processing
These are 2 ways that we search for information:
1.Intern
al
-
Retrieval from memory
2. External
-Marketer sources
advertising, company websites, stores, salespeople, brochures
-Non-marketer sources
other consumers (including family and friends), consumer organizations, government,
media
Information Search
Heuristic Search Systematic search
ad-hoc organized
convenience-based comprehensive
relies on rule of thumb effortful
less risk more risk
low level of involvement high level of involvement
more knowledge less knowledge
less time more time
Note: this is a continuum, more of like a spectrum Its a continuum of information.
4
