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Summary Consumer behavior + powerpoints

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A snapshot of the summary - Consumer behavior + powerpoints

  • 1 Lecture 1

  • 1.1 Buying behavior

  • By individual for organization (s):
    Buying decisions made by representatives
  • By collective for organization (s):
    Buying decisions made by a buying center
  • 1.2 Consumer behavior

  • Primary activities (Porters value chain):
    • Inbound logistics
    • Operations
    • Outbound logistics
    • Marketing and sales: Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers based on their needs
    • Service: customer interaction, gives back to r&d, operations and inbound logistics
  • There are various theoretical approaches to consumer behavior:
    • Economic man
    • Psycho dynamic
    • Behaviorist
    • Cognitive
    • Humanistic
  • 1.3 Cognitive consumer behavioral models

  • Cognitive consumer behavioral model consists of:
    • Analytic
    • Prescriptive
  • The EKB model consists of the following steps:
    1. Input
    2. Information processing
    3. Decision process
    4. Decision variables
    5. Influence variables
  • 1.4 Need recognition

  • A need is felt when there is a divergence between the two states:
    An internal state of tension caused by disequilibrium from a desired physical or psychological state
  • What are the two stages in "need recognition"
    • Actual state 
    • Desired state
  • How do marketers (or firms in general) identify needs?
    1. Survey
    2. (field) experiments
    3. conjoint analysis
  • 2 Lecture 2

  • 2.6 Classical conditioning

  • Strategic applications of classical conditioning:
    • Repetition:  increases the strength of the association between a conditioned stimulus and an unconditioned stimulus and slows the process of forgetting. to much causes advertising wear out!
    • Stimulus generalization:  of making the same response to slightly different stimuli
    • Stimulus discrimination: results in the selection of a specific stimulus from among similar stimuli.
    • Timing: Stronger associations when stimuli are closer in time
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