Read the summary and the most important questions on Consumer behavior + powerpoints

• 1 Lecture 1

• 1.1 Buying behavior

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• 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

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• 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

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• 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

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• 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

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• 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