Hoofdstuk 1
Conspicuous consumption
- As the purchasing of luxury items to publicly display wealth to enhance identity and/or
prestige (buying clothes you don’t wear or food you don’t consume)
Postmodern consumers
- Do not seek a unified theme but want to explore different and separate identities to match
the fragmenting markets and the proliferation of products
Exchange value
- Can be said to represent what the value of a good is to the consumer and therefore what it
could be exchanged for, usually price
Use value
- The value of a good to the consumer in terms of the usefulness it provides.
- When you don’t buy something because it is too expensive the exchange value is higher than
the use value for you
Experimental consumer
- Is the experience seeker e.g. are football came or concert
Consumer culture
1. Consumer identity projects
o How consumers seek to develop their identity through their consumption behavior
2. Market place cultures
o How consumers interact with the marketplace, how their particular consumption
needs are served by it, and how consumers become influencers and produces of
culture
3. Socio-historic patterning of consumption
o How the institutions and social structures in our lives influence consumption,
drawing on more sociological understandings of consumer lives.
4. Mass-mediates marketplace ideologies and consumer’s interpretive strategies
o How consumers make sense of marketing messages and develop responses to them
Contexts of decisions
- Placing emphasis on the environment within which consumption choices take place.
Automatic mode (uncontrolled)
- You are operating routinely with little effort and no feeling of voluntarily being in control.
- Smile when you see a baby, jump when you hear a scary sound
Reflective mode (controlled)
- You give effortful attention to a mental activity, and this often associated with considered
choice and concentration
- Choose which pasta is healthier in the supermarket
Choice architecture
- How the way a choice is presented influences the choice made
- Gaatjes in de pispot richt je gelijk op
Mental accounting
, - Is when individuals allocate assets into separate, non-transferable grouping to which they
may assign different levels of utility
- Voorbeeld verschillende bankrekeningen volwassenen (huidige, spaar en voor kinderen)
Loss aversion
- How we generally dislike losses more than we like gains of an equivalent
Norms
- Can be defined as informal rules that govern behavior
- Norms are cultural and social and may be rule-driven (not smoking in a pub, train, plane etc.)
- Social influence through information or peer pressure can impact norms
Hoofdstuk 2
Decision-making process
- Assumes that we seek to solve a problem or achieve a desired goal
- The level of involvement consumers has with a purchase is a key factor influencing the
decision-making process.
Involvement
- Is the perceived relevance of a purchase to the consumer
Active learning
- Involves the acquisition of knowledge before purchase and therefore extensive information
search
- Here we want to learn more about the brands we are considering buying because the
purchase decision is important high involvement
Passive learning
- Is the acquisition of knowledge without active learning watching tv
Evoked set
- Refers to all brands they are aware of which might meet their needs
Conspicuous consumption
- As the purchasing of luxury items to publicly display wealth to enhance identity and/or
prestige (buying clothes you don’t wear or food you don’t consume)
Postmodern consumers
- Do not seek a unified theme but want to explore different and separate identities to match
the fragmenting markets and the proliferation of products
Exchange value
- Can be said to represent what the value of a good is to the consumer and therefore what it
could be exchanged for, usually price
Use value
- The value of a good to the consumer in terms of the usefulness it provides.
- When you don’t buy something because it is too expensive the exchange value is higher than
the use value for you
Experimental consumer
- Is the experience seeker e.g. are football came or concert
Consumer culture
1. Consumer identity projects
o How consumers seek to develop their identity through their consumption behavior
2. Market place cultures
o How consumers interact with the marketplace, how their particular consumption
needs are served by it, and how consumers become influencers and produces of
culture
3. Socio-historic patterning of consumption
o How the institutions and social structures in our lives influence consumption,
drawing on more sociological understandings of consumer lives.
4. Mass-mediates marketplace ideologies and consumer’s interpretive strategies
o How consumers make sense of marketing messages and develop responses to them
Contexts of decisions
- Placing emphasis on the environment within which consumption choices take place.
Automatic mode (uncontrolled)
- You are operating routinely with little effort and no feeling of voluntarily being in control.
- Smile when you see a baby, jump when you hear a scary sound
Reflective mode (controlled)
- You give effortful attention to a mental activity, and this often associated with considered
choice and concentration
- Choose which pasta is healthier in the supermarket
Choice architecture
- How the way a choice is presented influences the choice made
- Gaatjes in de pispot richt je gelijk op
Mental accounting
, - Is when individuals allocate assets into separate, non-transferable grouping to which they
may assign different levels of utility
- Voorbeeld verschillende bankrekeningen volwassenen (huidige, spaar en voor kinderen)
Loss aversion
- How we generally dislike losses more than we like gains of an equivalent
Norms
- Can be defined as informal rules that govern behavior
- Norms are cultural and social and may be rule-driven (not smoking in a pub, train, plane etc.)
- Social influence through information or peer pressure can impact norms
Hoofdstuk 2
Decision-making process
- Assumes that we seek to solve a problem or achieve a desired goal
- The level of involvement consumers has with a purchase is a key factor influencing the
decision-making process.
Involvement
- Is the perceived relevance of a purchase to the consumer
Active learning
- Involves the acquisition of knowledge before purchase and therefore extensive information
search
- Here we want to learn more about the brands we are considering buying because the
purchase decision is important high involvement
Passive learning
- Is the acquisition of knowledge without active learning watching tv
Evoked set
- Refers to all brands they are aware of which might meet their needs
