SESSION 2: CONSUMERS’
PRODUC KNOWLEDGE &
INVOLVEMENT
Affect & Cognition: psychological
responses consumers can have produced
by
-Affective responses (feelings): emotions,
specific feelings, mood
-Cognitive responses (thoughts):
understanding, planning, deciding, thinking
*The Affective system: largely reactive
-people have little direct control
-felt physically in the body
-virtually to stimulus
-most are learned
*The Cognitive system:
-interpreting, make sense and understand
significant aspects of personal experience
-process interpretations or meaning
carrying out cognitive tasks (physical
stimuli ‘made of silk’, social stimuli ‘is the
best’, affective response ‘love, feel’,
symbolic meaning ‘sexy, appropriate’,
sensations ‘5 giác quan’, behavior ‘pay,
drink’)
-activation of knowledge in memo
(automatic and unconscious – more with
experience)
-meaning related concepts (spreading
activation)
-limited capacity
*The relationship: affective & cognitive ->
independent & interdependent
-affect influence by cognitive
-affect dominant (rõ hơn)
Consumer decision-making: 3 cognitive
processes
-Interpretation: relevant information
-Integration: knowledge (tổ hợp kiến thức)
-Retrieval: product knowledge from memo
Product knowledge: various types,
meaning and beliefs in memo
+General knowledge: people’s
interpretations of relevant information
-stored memo as links or connections
between 2 concepts
-either episodic (personal event) or sematic
(objects, events in environment) ‘Zara <->
Sale’
+Procedural knowledge: ab how to do
things
-stored in memo “if-then” proposition that
links a concept or an event with an
appropriate behavior ‘if you like massage
-> then give a tip’
Structure of knowledge: cognitive system
associate networks that organize and link
many types of knowledge together
-Schema: mostly episodic and sematic
general knowledge
-Script: organized networks of procedural
knowledge
Types of product knowledge:
-attributes or characteristics of products:
most important attributes to customers,
what they mean to customers, how they
use.
-positive negative consequences or benefits
of using products (risks): benefits
+ functional consequences: tangible ->
experience
+ psychological consequences:
psychological (how I feel) social (others
feel)
- Values: satisfy or achieve
+ Instrumental: ways of behaving that
have positive value for a person
+ Terminal: states of being or
psychological states; Core (Self-schema):
knowledge about self-concept
E.g: (4 levels of means-end chain)
Product Involvement: personal relevance
of a product in consumers’ lives
Means-end chains: links consumer
knowledge about product attributes with
their knowledge about consequences and
values to facilitate self-relevance.
Means-end knowledge & product
involvement: relevance to their lives
+ product knowledge: attributes &
functional benefits
+ self-knowledge: psychological benefits &
values
Level of involvement: self-relevance,
connection of product self-knowledge
Understanding product knowledge &
involvement:
-basic ends -> keep purchase motivations
-> design attributes connect with
consequences and values
-product-customer relationships -> brand
loyalist, routine buyers, information seeker,
brand switchers.
SESSION 4: ATTITUDE AND
INTENTIONS
Attitude: an enduring organization of
motivational, emotional, perceptual and
cognitive processes with respect to some
aspect of our environment
-segment & target right customer
-develop appropriate products
-predict related behaviors
-adjust right strategies (achieved desired,
alter unwanted)
Attitude components:
Cognitive: consumers’ beliefs, objective
features, emotional benefits
Affective: feelings or emotional reactions,
simply general feeling
Behavioral: tendency to respond in a
certain manner toward object or an activity
-> 3 components tend to be consistent ->
change – change
Inconsistent situations: lack of ability
(hết tiền), relative attitude, attitude
ambivalence (mixed beliefs), weak beliefs
& affect (chưa trải nghiệm đủ),
interpersonal & situational (serve needs or
else – bệnh tật)
-> difficult for marketers influence
behavior -> beliefs & feelings
Strategies to change attitude:
-change cognitive component:
+add beliefs: new attributes or benefits
consumer should know
+shift beliefs: communicating facts or
statement
+shift importance: convincing attributes
+change ideal brand or situation:
perception of ideal brand or situation
(minimal packaging, non-polluting)
-change affective component:
+classical conditioning: positive effect
+affect toward advertising or website
+mere exposure: brand familiarity
-change behavioral component:
-operant conditioning: promotions
Factors influencing attitude change:
-Individual factors: gender, need for
cognition, consumer knowledge, ethnicity,
motives
-Situational factors: program, context,
level of viewer distraction, buying
occasion.
-Communication factors: source of
characteristics (who delivers), appeal
characteristics (how communicated),
message structure characteristics (how
represented).
SESSION 5 & 6: CONSUMER
DECISION MAKING PROCESS
Customer decision making is the
integration process by which knowledge is
combined to evaluate 2 or more alternative
behaviors and select one – different at levels Types of consumer problems: Active ->
of purchase involvement (level of concern
for, interested in purchase process)
*low-involvement:sp đơn giản, xài thường
xuyên
*high-involvement: sp cao cấp, rủi ro cao
khi mua
Types of consumer decisions:
-Nominal decision making (habitual):
+involve no decision per se,
low-involvement purchase
+a complete nominal decision not even
include consideration of the ‘do not
purchase’ alternative
-Brand loyal purchases: previously chosen
brand after extensive decision
+believe in its ability to meet general needs, behavior and provides purpose & direction
emotional attachment
-> high product involvement, low purchase Maslow’s Hierarchy of Needs
involvement
-Repeat purchases: all brand are the same
+previously try 1 brand -> continue -> no
commitment -> switch
-Limited decision making: involve internal &
limited external search, emotional or
situational needs.
-Extended decision making:
+involves extensive internal & external
search followed by complex evaluation &
multiple alternatives.
+high level of purchase involvement
Marketers need to concern discovering & Types:
responding to consumer problems, help to -Internal: long-term memory
recognize, suppressing problem recognition +satisfactory solution is known,
Discover consumer problems: characteristic/types of potential solutions ->
Human factors research: human capabilities appropriate ways to compare the possible
(vision, strength, response time, flexibility, solutions
Decision making as Problem solving:
fatigue – affected by lighting, temperature, -External:
goal-directed, problem-solving process
sound) -> observe technique (slomo, +with problem recognition: involves
time-lapse photos, vid record) independent/personal sources,
routine (ăn uống), depletion(xài hết),
-> identify functional problems that marketer-based info & product experience
occasional (đi tiệc mua hoa), unexpected (vỡ
customer unaware +no problem recognition: on-going search
màn hình).
Emotion research: surveys, focus group, for later use be cause the process is
Unactive -> Others unrecognized problems
personnel interview -> examine emotion pleasurable
associate with certain problems -> anticipate
reaction -> training, service.
Helping customers recognize problems:
-Generic problem recognition: chung chung
+variety of brand: expansion of total market,
latent or low importance
-Selective problem recognition: 1 brand can Consumer decisions require information
solve about:
+gain or maintain market share -evaluative criteria for product category
Motivation: energizing force that activates (features, characteristics)
-existence of various alternatives (products
to that behavior & brands)
-performance of each alternative brand
(price, memo, processor, weight, screen,
clarify, software package)
Suppressing Problem Recognition:
-marketers avoid current customer to
recognize problems with their
brand,effective quality control and
distribution (hết hàng)
McGuire’s Psychological Motives
Information Search:
Alternative evaluation & selection:
Types: affective, attitude-based,
attribute-based
-Affective choice: be holistic (toàn diện)
+Brand: not decomposed to distinct
components for separate evaluation
+Evaluation: make feel as used
+Choices: immediate emotional response
+Motive is consummatory rather than
instrumental
-Attitude-based choice:
+general attitude, summary impressions,
intuition (trực giác), or heuristics (trải
nghiệm), no comparisons between attribute
at the time
+consumers collect external info
immediately before purchase, likely rely on
attitude
+in case of low-motivation for optimal
option, difficult info access, time pressure,
search cost.
-Attribute-based choice: knowledge ab
attributes & compare with brands, high
purchase involvement & motivation
+make sure info highly accessible or even
attribute-based comparison (ads, packages,
point of purchase, etc.)
Affective + Attitude-based > narrow down
the list before engaging in complicated
decision-making > attribute-based
Evaluative Criteria: various dimensions,
features, benefits a consumer looks for in
response to a specific problem (emotions,
reactions of reference members)
Accurate Judgement? Sensory
discrimination (phân biệt theo cảm quan),
surrogate indicator (giá -> chất lượng)
Base-on: usage situation, competitive
context, ads effects
Consumer decision rules:
-Non-compensatory: attributes are exclusive stockouts (hàng tồn), web functioning,
+conjunctive rule: chỉ cần vượt quá tiêu
chuẩn thấp nhất
+disjunctive rule: đáp ứng đủ tiêu chuẩn
+elimination by aspect rule: dựa trên sự sx
mức độ qtrong, có điểm giới hạn, bị loại nếu alternatives, tendency -> reduce: (+)brand,
ko đáp ứng được.
+Lexicographic rule: so theo cái quan trọng đổi trả
Online shopper segments:
Upscale clicks & bricks, virtual shoppers,
status strivers, mall maniacs, just essentials, Purchase evaluation: instrumental
original traditionalists.
Limitation of off-on shopping:
On: lack of ‘touch’, lộ info thanh toán, phí
ship, khó đổi-trả, không có tư vấn -> tìm on,
mua off
Off: người bán ‘ngơ’, chờ, xếp hàng, khó tìm Dissatisfaction process:
đồ, phải đậu xe, mất nhiều thời gian.
Multi-channel shoppers: more than 1
channel ‘retail store ⬄ internet’
Omni-channel shoppers: more than 1
channel simultaneously
E.g: digital savvy, gen Z. ‘store shelf ->
mobile app -> internet’
Factors influencing outlet selection:
compare outlets
-outlet image: store (merchandise, service,
physical facility, store reputation), online
(usefulness, ease to use, trustworthy)
-retailer brands: related to store image, outlet
is brand
-retail advertising: ads -> store
-outlet location & size: closest & bigger
Consumer perceived risks: social (kiểu
tóc), financial (không đáng $), time (mất
tgian), effort (tốn công), physical (tác dụng
phụ)
Shopping Orientation: apathetic (no
motive, indifferent), enthusiast (thích mua,
thấy lợi từ mua), destination (do tên, thương
hiệu enhancing), basic (mua những gì cần
thiết), bargain (muốn mua giá tốt)
Factors influencing brand choice: instore
– online
-point of purchase (promo signs), price
reduction & promo deals (coupon), outlet
atmosphere (ambient, physical condition),
mobile apps, sales personnel
Post-purchase dissonance: lo lắng
-depends on: commitment irrevocability
(cam kết), the importance, choosing among
(-) alternatives, (-) importance, chính sách
-marketers should: ads, follow up sales
(email, call)
(physical), symbol (image), affective
-reasonable expectation > promotion efforts,
maintain consistent quality
Customer Satisfaction & Commitment:
switching cost: find, adopt new
brand loyalty: biased behavioral responses
-it cost more to gain than retain -> long-term
> new
SESSION 9: CONSUMER
ENVIRONMENT
The environment: physical and social
characteristics of a consumer’s external
world: physical object (products/stores),
spatial relationships (location/product of
store), social behavior of others (who
around, doing)
Different levels to
analyze the
environment:
social & physical
-Macro: largescale,
general
environmental factors (climate, economic
conditions, political systems, general
landscape)
-Micro: more tangible physical and social
aspects (immediate surrounding)
The social environment: micro
(organizations, family, reference groups,
media) ->direct interaction; macro (culture,
sub-culture, social class) -> vicarious
interaction (gián tiếp)
The physical environment:
-Spatial elements: physical objects of all
types -> countries, cities, stores, interior
designs, products and brands.
-Non-spatial elements: intangibles factors
-> temperature, humidity, illumination,
noise level, time
-Physical surrounding: décor, sounds,
aromas (mùi), lightning, weather,
configurations of merchandise, materials
surrounding
Situation: defined by a person who is
acting in an environment for some purpose,
involves a sequence of goal-directed
behaviors. Affective and cognitive
responses
Generic consumer situations:
-Information acquisition: Environments
where consumers acquire information
relevant to a problem-solving goal.
-Shopping: Physical, spatial, and social
characteristics of places where consumers
shop for products and services.
-Purchase: The social and physical stimuli
present in the environment where the
consumer makes the purchase.
-Consumption: The social and physical
factors present in the environments where
consumers actually use or consume the
products and services they have bought.
-Disposition: The social and physical
factors present in the environments where
consumers dispose of the products and
services they have used.
Situational characteristics: 5 key
dimensions
-physical surrounding (how is the place),
social surrounding (who is there), temporal
perspectives (are u free), task definition
(occasion for shopping), antecedent states
(how r u feeling)
Macro Environment: culture, sub-culture,
social class
Culture: the complex whole that includes
knowledge, belief, art, law, morals,
customs, and any other capabilities and
habits acquired by humans as members of
society.
Cultural variations:
Values:
Non-verbal: time (time perspective, meaning
in use), space (personal, physical), symbol
(numbers, colors), relationships
(guanxi-điểm chung), agreements
(principles, friendships), things (meanings,
gift), etiquette (habits, voice tone, pitch,
speed)
Demographics: population size, structure
(age, income, education, occupation),
distribution (geographical location)
Sub-culture: distinctive groups of people in Cultural impacts: message preferences,
a society that share common cultural
meanings (văn hoá vùng)
Analyzing: • A broad subculture is identified
based on some general demographic
characteristics • Depending on the marketing REFERENCE GROUPS & FAMILY
purpose, further segment into
sub-subcultures
Types: • Geographic sub-cultures • Age
sub-cultures • Ethnic sub-cultures • Gender define relationships (behaviors
sub-cultures • Income sub-cultures •
Consumption sub-cultures
Self-concept: individual’s thought and
feelings
behavior
-4 criteria: membership (member,
non-member), strength of social tie
Lifestyle: how one enacts his or her (primary, secondary), type of contact
self-concept (direct, indirect), attraction (dissociative,
Measuring lifestyle- psychographics aspiration/ associative)
included: attitudes (evaluate statement), Forms of influence:
values (beliefs sb desirable things), activities -informational influence: nghe theo người
& interest (non-occupational behaviors –
hobbies, effort, sports), demographic (age, có ý kiến tốt nhất -> similarity & expertise
edu, income, family structure, ethnic bckgr), -normative influence (utilitarian): đáp ứng
media patterns (specific media consumer kỳ vọng để được thưởng hoặc tránh phạt ->
utilize), usage rate (measure of consumption social approval & acceptance
– heavy, medium, light, nonusers) -identification influence (value
Vals: classified according to 02 dimensions: expression): thay đổi -> value
their primary motivation
internalizations
(ideals, achievement, self-express) & their
resources (psychological, physical, Degree of influence: visible usage, high
demographic, material means, etc. relevance of product to group, low
individual purchase confidence, strong
individual commitment to group,
non-necessary item -> high degree of
reference group influence
Family decision-making:
-household: housing facilities, family and
luxury consumption, types of product
preferred. non-family (living together)
+influencer (provide info), gatekeepers
SESSION 10: MICRO ENVIRONMENT: (control flow of info), deciders
(determine), buyers (actually buy),
Reference group: disposer (discont or dispose)
A group: defined as 2 or more individuals
who share a set of norms, values, beliefs ->
interdependent)
A reference group: whose presume
Marketers use the family life cycle to
perspectives or values are being used by an
segment the market, analyze market
individual as the basis for his/her current
potential, identify target markets, and Adoption requires a moderate change in an
develop more effective strategies. important behavior or a major change in a
behavior of low or moderate importance to
the individual; Discontinuous Innovation:
Adoption requires major changes in
behavior of significant importance to the
HOW TO IDENTIFY CONSUMERS’
individual or group.
MEANS-END CHAINS: one-on-one
personal interviews: identify/elicit the
Others group influences:
product attributes - most important to each
-comsuption subcultures: những người có
consumer. Laddering - interview process
chung sở thích, hoạt động (đội bóng, ca sĩ)
designed to reveal how the consumer links
-community: ý thức, phong tục -> brand
product attributes to more abstract
community: non-geographically bound
consequences and values. HOW TO USE
based on social relationships among
THE UNDERSTANDING OF PK & PI?
owners of a brand, psychological
Identify the basic ends consumers seek;
realtionship they have with brand, product
gives insight into consumers’ deeper
in use and firm-> requirescontinuing to
purchase motivations: Better able to design
own, use and add-> intense brand loyalty; -
product attributes that consumers will
online community: internet topic (group
connect to important consequences &
fb)
values; Influence consumers’ means-end
In-group communication: Word of Mouth
knowledge of the product & the level of
(WOM) ‘direct -> volunteers, indirect ->
self-relevance they see from the product,
observation, opinion leader, influencers,
using communication. Identify the
market maven/ expert.
consumer-product relationship: Brand
Marketing strategies: ads, sampling,
loyalists, Routine brand buyers;
retail/personal sale, create buzz
Information seekers, Brand switchers.
Notes:
In-group Communications: Word of
Exposure: selective -> avoid stimuli,
Mouth, Opinion Leader. Directly: when
unnecessary, voluntary -> seek for stimuli
someone needs information or someone
(goals, entertain, information)
volunteers information Indirectly: Via
Maximize, maintain exposure methods:
observation. Level of opinion leadership
facilitate intentional (be available, official
depends on level of product knowledge and
channel, web, fanpage), maximize
product involvement. Marketing
accidental exposure(environmental
Strategies: Advertising; Product
settings), create appropriate level, maintain
Sampling; Retailing/PersonalSelling;
exposure.
CreatingBuzz. Types of Innovation:
Increase strength of learning: increase
Continuous Innovation: Adoption requires
value info, get consumer involved, positive
relatively minor changes in behavior(s) that
moods, repetition of enforcement, optimize
are unimportant to the consumer;
exposure, maximize dual coding (theme,
Dynamically Continuous Innovation:
images, sounds)