Resume
Summary Part B Marketing Communication (exam grade 9.2)
- Cours
- Établissement
- Book
This document combines the information from the lectures, slides, the Belch & Belch book and the scientific articles.
[Montrer plus]
Livre connecté
Titre de l’ouvrage:
Auteur(s):
- Édition:
- ISBN:
- Édition:
Plus de résumés pour
-
Instructor Solution Manual For Advertising and Promotion An Integrated Marketing Communications Perspective 13Edition George Belch and Michael Belch (Chapters 1-22)
-
Instructor Solution Manual For Advertising and Promotion An Integrated Marketing Communications Perspective 13Edition George Belch and Michael Belch (Chapters 1-22)
-
SOLUTION MANUAL FOR ADVERTISING AND PROMOTION AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE 12TH EDITION BY GEORGE BELCH (AUTHOR), MICHAEL BELCH (AUTHOR)
3 revues
Par: marcmeierzuummeln • 1 année de cela
Par: spookycouch • 1 année de cela
Par: sraxxx • 1 année de cela
very useful and well written!
Vendeur
S'abonner
DemiVanPelt
Avis reçus
Aperçu du contenu
Week 4 – Consumer Decision-MakingGuest Lecture: The Value of Psychology – Mischa Coster
Human behavior
Dual Process Theory – Thinking Fast and Slow
• System 1: Fast thinking (quick, effortless, automatic, available)
o 95-99% of the time
• System 2: Slow thinking (slow, rational, deliberate)
• System 2 can override and
correct system 2 if there is
enough cognitive resources and
if additional information is
available
• When people become aware of
a heuristic, they correct their
judgment and can even
overcorrect.
Authority – White Coat
Someone who you consider to be more knowledgeable than you are yourself
Masses
Especially when you identify with them
Biases & Heuristics
• Biases: Thinking errors (but they also serve a purpose)
• Heuristics: Shortcuts
• Noise: Environmental, unpredictable things that happen and influence behavior
Priming
Semantic Priming
Activating a certain mindset that is beneficial for a stimulus/request that you’re making right
after it.
• Example: “Do you consider yourself to be a helpful person?” (29%-->77%
compliance)
Visual Priming
Example: Changing background on a
website (enhancing a comfort
mindset vs. money mindset).
,Anchoring
Giving the target group a reference point (anchor) in their head prior to decision making.
E.g., price
Anchoring: Decoy Effect / Asymmetrical comparison effect
vs.
Persuasion
Social Proof
When in doubt, we look at what (similar) others are doing.
Gaze Cueing
Authority
People tend to follow the lead of a legitimate expert.
,Symbols of authority
- Expensive stuff (e.g., watches, cars, suits, etc.)
- Logos on websites (e.g., Visa, PayPal, DHL, etc.)
Evoking Freedom
A technique that uses our desire to be autonomous by evoking freedom/giving a choice (but
don’t name the alternatives). à Results in more trust and likeability. à Makes people more
inclined to accept your request.
Soft Persuasion
- Status quo bias: We are inclined to interpret any change from the current situation
as a loss.
- Zero risk bias: We are inclined to minimize risk even if there would be more to gain
by taking a bigger risk.
- Reactance bias: When we feel our choices are being limited or we are being
influenced, we develop reactance/resistance.
Persuading (how can we get them to show this behavior?)
VS.
Catalyzing (why aren’t they already doing this by themselves)
The Catalyst – How to change anyone’s mind (Book)
Reactance: Present choices. But: should be limited
Endowment: Show the cost of inaction
Distance: Try to get small sequential commitments (foot-in-the door / baby steps)
Uncertainty: Minimize risk. (Freemium, trial, fee shipping & easy returning of goods.)
Corroborating Evidence: Social proof. Provide proof. Show that similar others have also
done it. Use various reference groups. (Provide proof so that they can make a decision.)
, Chapter 4: Perspectives on Consumer Behavior (Belch & Belch)
Consumer behavior can be defined as the process and activities people engage in when
searching for, selecting, purchasing, using, evaluating, and disposing of products and
services to satisfy their needs and desires.
CONSUMER DECISION-MAKING PROCESS
• Problem/Need recognition
o Occurs when the consumer perceives a need and becomes motivated to
solve the problem.
o Caused by a difference between the consumer’s ideal state and actual state
o Sources of problem recognition:
§ Out of Stock
§ Dissatisfaction
§ New Needs/Wants
§ Related Products/Purchases
§ Marketer-Induced Problem Recognition
§ New Products
o Examining consumer motivations
§ Hierarchy of needs
§ Psychoanalytic Theory
Those who attempt to relate psychoanalytic theory to consumer
behavior believe consumers’ motivations for purchasing are often
very complex and unclear to the casual observer—and to the
consumers themselves. Many motives for purchase and/ or
consumption may be driven by deep motives one can determine only
by probing the subconscious.
§ Motivation research in marketing
• In-depth interviews
• Projective techniques: Efforts designed to gain insights into
consumers’ values, motives, attitudes, or needs that are
difficult to express or identify by having them project these
internal states upon some external object.
• Association tests
Les avantages d'acheter des résumés chez Stuvia:
Qualité garantie par les avis des clients
Les clients de Stuvia ont évalués plus de 700 000 résumés. C'est comme ça que vous savez que vous achetez les meilleurs documents.
L’achat facile et rapide
Vous pouvez payer rapidement avec iDeal, carte de crédit ou Stuvia-crédit pour les résumés. Il n'y a pas d'adhésion nécessaire.
Focus sur l’essentiel
Vos camarades écrivent eux-mêmes les notes d’étude, c’est pourquoi les documents sont toujours fiables et à jour. Cela garantit que vous arrivez rapidement au coeur du matériel.
Foire aux questions
Qu'est-ce que j'obtiens en achetant ce document ?
Vous obtenez un PDF, disponible immédiatement après votre achat. Le document acheté est accessible à tout moment, n'importe où et indéfiniment via votre profil.
Garantie de remboursement : comment ça marche ?
Notre garantie de satisfaction garantit que vous trouverez toujours un document d'étude qui vous convient. Vous remplissez un formulaire et notre équipe du service client s'occupe du reste.
Auprès de qui est-ce que j'achète ce résumé ?
Stuvia est une place de marché. Alors, vous n'achetez donc pas ce document chez nous, mais auprès du vendeur DemiVanPelt. Stuvia facilite les paiements au vendeur.
Est-ce que j'aurai un abonnement?
Non, vous n'achetez ce résumé que pour €6,29. Vous n'êtes lié à rien après votre achat.
Peut-on faire confiance à Stuvia ?
4.6 étoiles sur Google & Trustpilot (+1000 avis)
78998 résumés ont été vendus ces 30 derniers jours
Fondée en 2010, la référence pour acheter des résumés depuis déjà 14 ans
Récemment vu par vous
