Summary Consumer Behaviour A European Outlook, 2nd Edition

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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 [Show More]

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