Lecture 2

Question 1

Individual/Micro level

Answer 1

Cognition, attitudes, goals, learning, emotions

Product (information/stimulus) –> framing

Consumer elaboration –> behaviour (consequence)

Uses & gratifications and behavioural economics

Question 2

Household/Meso level

Answer 2

Place-based behaviour

Uses & gratifications and behavioural economics

Question 3

Society/Macro level

Answer 3

Practices, sociology of consumption, distinction, economics of consumption

Question 4

Marketing

Answer 4

Creating value for/satisfying customer companies
(that may in turn create value for/satisfy their
customers) with the ultimate goal to
CREATE VALUE & SATISFY CONSUMERS
–> Depends on consumer goals

Question 5

Marketing approach

Answer 5

Understand consumers & what they value:

• From a societal perspective (“the group of consumers”/macro level)
• From a groups perspective
  (consumer differentiation / market segmentation) (household/meso level)
• From an individual perspective
  (“psychology of consumers”/micro level)

Question 6

Learning

Answer 6

“The activity or process of
acquiring knowledge or skill
by studying, practising, or
experiencing something”

“A relatively permanent change in behaviour,
knowledge, or thinking skills that occurs through
studying, practising, or experiencing”
–> Stored in memory

Thus not involved in inborn or innate
behaviours (e.g., blinking, swallowing)

Everything you know about products,
brands, services, & markets is learned

Question 7

Behaviourist model

Answer 7

Only study observable/external behaviour

Stimulus (in the environment) –> black box (can’t be studies) –> response (behaviour)

Question 8

Cognitive model

Answer 8

Can scientifically study internal behaviour

Input (in the environment) –> mediational process (mental event) –> output (behaviour)

Question 9

Behavioural learning

Answer 9

Classical conditioning and operant conditioning

Question 10

Cognitive learning

Answer 10

Observational learning, incidental learning and information processing

Question 11

Unconditioned stimulus

Answer 11

Seeing chocolate and seeing the Tony’s logo

Question 12

Unconditioned response

Answer 12

Eating the chocolate

Question 13

Conditioned response

Answer 13

Seeing the Tony’s logo and knowing it’s chocolate

Question 14

Conditioned response

Answer 14

Wanting Tony’s chocolate

Question 15

Memory and purchase decision

Answer 15

• How much info to collect
• Which brands to search for
• What features to examine

Purchase decision –> learning –> memory

Question 16

Goals

Answer 16

• Desired end-states
• Internal representations of desired states

(Important for creating value, attitudes and emotions)

Question 17

How do your goals influence your emotions and attitudes?

Answer 17

Goals x situation (context) –> emotions (–> attitudes) + attitudes

Question 18

Learning x goals

Answer 18

• Mastering new skill
  Vs
• Performance goal
• Variety seeking

Question 19

Ca you describe the process of goal striving

Answer 19

Goal setting –> goal striving –> goal attainment/disengagement
–> Goal disengagement –> goal re-engagement

Question 20

What are the theories for goal setting?

Answer 20

• Expectancy-value theory
• Fantasy realization theory
• Goal systems theory

Question 21

Expectancy-value model

Answer 21

Person aspects x situation aspects –> feasibility (expectancy) x desirability (value) –> goal setting

Example:
Goal: “act sustainably”
Feasibility: “how easy is it to act sustainibly” (openness to experience)
Desirability: “ how important is it to act sustainably” (e.g. organic stores nearby)

Question 22

Bottom-up priming of goals

Answer 22

Seeing concert tickets –> remind of goals to have fun and be prosocial

Question 23

Top-down priming of goals

Answer 23

Goals are to have fun and be prosocial –> find concert ticket to attain this

Question 24

Goal shielding

Answer 24

The goal of getting a university degree is shielding the goal to have fun, because you can’t go to the concert

Question 25

Goal systems theory: multifinality (learned relationships)

Answer 25

Reach multiple goals with one means (have fun and be prosocial by going to the concert)

Question 26

Goal systems theory: equifinality
(learned relationships)

Answer 26

Multiple means for the goal (visit spa, concert will all make you have fun)

Question 27

What are the theories for goal striving?

Answer 27

• Goal setting theory
• The Rubicon model of Action phases
• Implementation intentions

Question 28

Implementation intentions

Answer 28

“If opportunity X occurs, I will do Y”

When, where and how will you try to…?

E.g. read a book, organize, call someone, eat a healthy meal

(added to Rubicon model of Action phases)

Question 29

What is the difference between having implementation intentions for one goal of multiple goals at the same time?

Answer 29

Implementation intentions
improved success rate (reaching the goal(s))
(compared to having no intentions formulated) for only single goals

With multiple implementation intentions it was the other way around
–> Difficult to reach –> reduced commitment –> reduced success

Question 30

Learning affect

Answer 30

Goals, emotions, attitudes and the micro/meso/maso levels

(Essential basics for all consumer behaviour concepts)

Question 31

Goals affect

Answer 31

Emotions, attitudes and the micro/meso/maso levels