Inhoudsopgave
Consumer decision model....................................................................................................................... 7
Chapter 1..................................................
...
Inhoudsopgave
Consumer decision model....................................................................................................................... 7
Chapter 1................................................................................................................................................. 8
Development of the marketing concept and the discipline of consumer behaviour ......................... 8
The marketing Concept................................................................................................................... 8
Implementing the marketing concept............................................................................................. 9
Segmentation, targeting and positioning........................................................................................ 9
The marketing mix........................................................................................................................... 9
Customer value, satisfaction and retention........................................................................................ 9
Providing customer value................................................................................................................ 9
Customer satisfaction.................................................................................................................... 10
Consumer retention ...................................................................................................................... 10
The impact of digital technologies on marketing strategies............................................................. 12
Challenges marketers face ............................................................................................................ 12
Marketing ethics and social responsibility ........................................................................................ 12
Consumer behaviour and decision-making are interdisciplinary...................................................... 13
A simplified model of consumer decision-making ........................................................................ 13
........................................................................................................................................................... 13
Chapter 3............................................................................................................................................... 14
Chapter 4............................................................................................................................................... 16
What is a decision?............................................................................................................................ 16
Levels of consumer decision-making................................................................................................. 16
1. Extensive problem-solving......................................................................................................... 16
2. Limited problem-solving............................................................................................................ 16
3. Routinized response behaviour................................................................................................. 16
Models of consumers; Four views of consumer decision-making .................................................... 17
An economic view ......................................................................................................................... 17
A passive view ............................................................................................................................... 17
An emotional view......................................................................................................................... 17
A cognitive view............................................................................................................................. 18
A model of consumer decision-making................................................................................................. 19
Input .................................................................................................................................................. 20
Marketing Inputs........................................................................................................................... 20
Sociocultural Inputs....................................................................................................................... 20
Process............................................................................................................................................... 20
Need recognition........................................................................................................................... 20
© E.I.D.J. WILLEMSE & C.H.VOS 3
Pre-purchase search...................................................................................................................... 20
Evaluation of alternatives.............................................................................................................. 20
Output ............................................................................................................................................... 23
Purchase behaviour....................................................................................................................... 23
Beyond the decision: Consuming and Possessing................................................................................. 23
Products have special meaning and memories................................................................................. 24
Chapter 7............................................................................................................................................... 25
Elements of perception......................................................................................................................... 25
Sensation........................................................................................................................................... 25
The absolute threshold ..................................................................................................................... 25
The differential threshold.................................................................................................................. 25
Marketing applications of the JND.................................................................................................... 26
Subliminal perception ........................................................................................................................... 26
Evaluating the effectiveness of subliminal persuasion ..................................................................... 26
Dynamics of perception ........................................................................................................................ 26
1. Perceptual selection...................................................................................................................... 26
Nature of stimulus......................................................................................................................... 26
Expectations.................................................................................................................................. 26
Motives.......................................................................................................................................... 26
Selective Perception...................................................................................................................... 27
2. Perceptual organisation ................................................................................................................ 28
Figure and Ground......................................................................................................................... 28
Grouping........................................................................................................................................ 28
Closure........................................................................................................................................... 28
3. Perceptual interpretation.............................................................................................................. 28
Perceptual Distortion .................................................................................................................... 28
Consumer imagery ................................................................................................................................ 29
Product Positioning ........................................................................................................................... 29
Product Repositioning ....................................................................................................................... 29
Perceptual mapping ...................................................................................................................... 29
Positioning of services....................................................................................................................... 29
Perceived Price.................................................................................................................................. 30
Reference prices............................................................................................................................ 31
Perceived Quality .............................................................................................................................. 32
Perceive quality of products.......................................................................................................... 32
Perceived quality of services......................................................................................................... 32
© E.I.D.J. WILLEMSE & C.H.VOS 4
Price/Quality Relationship................................................................................................................. 32
Shop Image........................................................................................................................................ 33
Manufacturer’s Image....................................................................................................................... 33
Perceived Risk........................................................................................................................................ 33
Perception of Risk Varies................................................................................................................... 33
How Consumers Handle Risk............................................................................................................. 33
Chapter 8............................................................................................................................................... 34
The elements of consumer learning.................................................................................................. 34
Motivation..................................................................................................................................... 34
Cues............................................................................................................................................... 34
Response ....................................................................................................................................... 34
Reinforcement............................................................................................................................... 34
Behavioural learning theories........................................................................................................... 34
Classical conditioning .................................................................................................................... 34
Cognitive associative learning ....................................................................................................... 35
Strategic applications of classical conditioning............................................................................. 35
Instrumental conditioning................................................................................................................. 36
Reinforcement of behaviour ......................................................................................................... 36
Strategic applications of instrumental conditioning ..................................................................... 36
Massed versus distributed learning .............................................................................................. 37
Modelling or observational learning ............................................................................................. 37
Cognitive learning theory .................................................................................................................. 37
Information processing ................................................................................................................. 37
How consumers store, retain and retrieve information ............................................................... 37
Involvement theory ....................................................................................................................... 38
Involvement theory and media strategy....................................................................................... 38
Involvement theory and consumer relevance .............................................................................. 39
Central and peripheral routes to persuasion ................................................................................ 39
Measures of consumer learning........................................................................................................ 39
Recognition and recall measures .................................................................................................. 39
Cognitive responses to advertising ............................................................................................... 39
Attitudinal and behavioural measures of brand loyalty................................................................ 40
Brand equity .................................................................................................................................. 40
Chapter 9............................................................................................................................................... 41
What are attitudes? .......................................................................................................................... 41
The attitude ‘object’...................................................................................................................... 41
© E.I.D.J. WILLEMSE & C.H.VOS 5
Attitudes are learned predispositions........................................................................................... 41
Attitudes have consistency............................................................................................................ 41
Attitudes occur within a situation................................................................................................. 41
Structural models of attitudes .......................................................................................................... 42
Tri-component attitude model...................................................................................................... 42
Multi-attribute attitude models.................................................................................................... 42
Theory of trying to consume model.............................................................................................. 43
Attitude towards the ad models ................................................................................................... 43
Attitude formation ............................................................................................................................ 43
How attitudes are learned............................................................................................................. 43
Sources of influence on attitude formation.................................................................................. 44
Strategies of attitude......................................................................................................................... 44
Changing the basic motivational function..................................................................................... 44
Associating the product with a special group, event or cause...................................................... 45
Resolving two conflicting attitudes............................................................................................... 45
Altering components of the multi-attribute model ...................................................................... 45
The elaboration likelihood model (ELM)....................................................................................... 45
Behaviour can precede or follow attitude formation ....................................................................... 46
Cognitive dissonance theory ......................................................................................................... 46
Attribution theory ......................................................................................................................... 46
Chapter 15............................................................................................................................................. 48
What is opinion leadership?.............................................................................................................. 48
Dynamics of the opinion leadership process .................................................................................... 48
Credibility ...................................................................................................................................... 48
Positive and negative product information................................................................................... 48
Information and advice ................................................................................................................. 48
Opinion leadership is category specific......................................................................................... 48
Opinion leadership in two-way street........................................................................................... 48
The motivation behind opinion leadership....................................................................................... 49
The needs of opinion leaders....................................................................................................... 49
The needs of opinion receivers..................................................................................................... 49
Purchase pals................................................................................................................................. 49
Surrogate buyers versus opinion leaders...................................................................................... 49
Measurement of opinion leaders...................................................................................................... 49
A profile opinion leader..................................................................................................................... 49
Frequency and overlap of opinion leadership................................................................................... 50
© E.I.D.J. WILLEMSE & C.H.VOS 6
Market mavens.............................................................................................................................. 50
The interpersonal flow of communication........................................................................................ 50
Multi-step flow of communication theory .................................................................................... 50
Marketers seek to take control of the opinion leadership process.................................................. 50
Creating products with built-in buzz potential.............................................................................. 50
Strategies designed to simulate buzz............................................................................................ 50
Diffusion of innovations.................................................................................................................... 51
The diffusion process ........................................................................................................................ 51
The innovation............................................................................................................................... 51
Product characteristics that influence diffusion ........................................................................... 52
The channels of communication ................................................................................................... 52
The social system........................................................................................................................... 52
Time............................................................................................................................................... 52
The adoption process........................................................................................................................ 53
Stages in the adoption process ..................................................................................................... 53
A profile of the consumer innovator................................................................................................. 54
Defining the consumer innovator ................................................................................................. 54
Interest in the product category ................................................................................................... 54
The innovator is an opinion leader................................................................................................ 54
Personality traits (karakteristieken eigenschappen)..................................................................... 54
Social characteristics..................................................................................................................... 55
Demographic characteristics......................................................................................................... 55
Are there generalised consumer innovators?............................................................................... 55
Chapter 16............................................................................................................................................. 56
Input .................................................................................................................................................. 57
Process............................................................................................................................................... 57
Output ............................................................................................................................................... 57
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