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Consumer Behavior
Welcome Intro and Chapter 1
1.1 Teacher's background and research at CoRe (23:05)
1.2 Course organisation and flow of semester (13:04)
1.3 Consumer behavior is a process | Marketers have to understand the wants and needs of different consumer segments (18:44)
1.4 Our choices as consumers relate in powerful ways to the rest of our lives (19:15)
1.5 Our motivations to consume are complex and varied (26:57)
1.6 Technology and culture create a new “always on” consumer | Differing perspectives in CB Specialists in CB | (14:05)
Chapter 2: Decision-Making and CB
2.1 The three categories of consumer decision-making are cognitive, habitual, and affective (53:51)
2.2 A cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing options (56:44)
2.3 We often fall back on well-learned “rules-of-thumb” to make decisions (56:37)
2.4 We make some decisions on the basis of an emotional reaction rather than as the outcome of a rational thought process (17:04)
Chapter 3: Cultural Influences on Consumer Decision-Making
3.1 A culture is a society’s personality; it shapes our identities as individuals (15:53)
3.2 Our deeply held cultural values dictate the types of products and services we seek out or avoid (62:07)
3.3 Many modern marketers are reality engineers | Myths are stories that express a culture’s values (64:18)
3.4 Many of our consumption activities including holiday observances, grooming, and gift giving are rituals | We describe products as either sacred or profane (40:21)
3.5 Products that succeed in one culture may fail in another if marketers fail to understand the differences among consumers in each place (25:12)
Chapter 4: Consumer and Social Well-Being
4.1 Ethical business is good business (41:26)
4.2 Marketers have an obligation to provide safe and functional products as part of their business activities (66:58)
4.3 CB impacts directly on major public policy issues that confront our society (108:04)
4.4 CB can be harmful to individuals and to society (62:47)
Chapter 5: Perception
5.1 Market reality is characterized by a permanent information flood (18:51)
5.2 Perception is a three-stage process that translates raw stimuli into meaning (95:52)
5.3 Marketing messages should properly address each of our senses (78:24)
Exercises (selected consumer research contributions)
1. On the practical relevance of the attraction effect (Lichters et al., 2015) (53:19)
2. The Color of Choice (Kim et al., 2018) (48:19)
3. Popcorn in the cinema (Topolinski et al., 2014) (53:01)
4. Processing fluency: An inevitable side effect of evaluative conditioning (Landwehr et al., 2017) (36:01)
5. Making Choices while Smelling, Tasting, and Listening (Biswas et al., 2014) (44:46)
6. Short- and Long-term Effects of nonconsciously Processed Ambient Scents in a Servicescape (Girard et al., 2019) (46:27)
1.3 Consumer behavior is a process | Marketers have to understand the wants and needs of different consumer segments
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