SESSION 2: CONSUMERS’ PRODUC KNOWLEDGE & INVOLVEMENT +variety of brand: expansion of total market, latent or low importance

Affect & Cognition: psychological responses consumers can have produced -Selective problem recognition: 1 brand can solve
by +gain or maintain market share
-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, Suppressing Problem Recognition:
drink’) -marketers avoid current customer to recognize problems with their
Cognitive: consumers’ beliefs, objective features, emotional benefits brand,effective quality control and distribution (hết hàng)
-activation of knowledge in memo (automatic and unconscious – more with
experience) Affective: feelings or emotional reactions, simply general feeling Information Search:
-meaning related concepts (spreading activation) Behavioral: tendency to respond in a certain manner toward object or an
-limited capacity activity
*The relationship: affective & cognitive -> independent & interdependent -> 3 components tend to be consistent -> change – change
-affect influence by cognitive Inconsistent situations: lack of ability (hết tiền), relative attitude, attitude
-affect dominant (rõ hơn) ambivalence (mixed beliefs), weak beliefs & affect (chưa trải nghiệm đủ),
Consumer decision-making: 3 cognitive processes
interpersonal & situational (serve needs or else – bệnh tật) Decision making as Problem solving: goal-directed, problem-solving process
-Interpretation: relevant information
-> difficult for marketers influence behavior -> beliefs & feelings Types of consumer problems: Active -> routine (ăn uống), depletion(xài hết),
-Integration: knowledge (tổ hợp kiến thức)
Strategies to change attitude: occasional (đi tiệc mua hoa), unexpected (vỡ màn hình).
-Retrieval: product knowledge from memo
Unactive -> Others unrecognized problems
Product knowledge: various types, meaning and beliefs in memo -change cognitive component:
+General knowledge: people’s interpretations of relevant information +add beliefs: new attributes or benefits consumer should know
-stored memo as links or connections between 2 concepts +shift beliefs: communicating facts or statement
-either episodic (personal event) or sematic (objects, events in environment)
+shift importance: convincing attributes
‘Zara <-> Sale’
+Procedural knowledge: ab how to do things +change ideal brand or situation: perception of ideal brand or situation
-stored in memo “if-then” proposition that links a concept or an event with an (minimal packaging, non-polluting)
appropriate behavior ‘if you like massage -> then give a tip’ -change affective component:
Structure of knowledge: cognitive system associate networks that organize +classical conditioning: positive effect
and link many types of knowledge together +affect toward advertising or website Types:
-Schema: mostly episodic and sematic general knowledge -Internal: long-term memory
+mere exposure: brand familiarity
-Script: organized networks of procedural knowledge +satisfactory solution is known, characteristic/types of potential solutions ->
-change behavioral component: appropriate ways to compare the possible solutions
Types of product knowledge:
-attributes or characteristics of products: most important attributes to -operant conditioning: promotions -External:
customers, what they mean to customers, how they use. Factors influencing attitude change: +with problem recognition: involves independent/personal sources,
-Individual factors: gender, need for cognition, consumer knowledge, ethnicity, marketer-based info & product experience
-positive negative consequences or benefits of using products (risks): benefits
motives +no problem recognition: on-going search for later use be cause the process is
+ functional consequences: tangible -> experience pleasurable
+ psychological consequences: psychological (how I feel) social (others feel) -Situational factors: program, context, level of viewer distraction, buying
+ values: satisfy or achieve occasion.
E.g: (4 levels of means-end chain) -Communication factors: source of characteristics (who delivers), appeal Motivation: energizing force that activates behavior and provides purpose &
characteristics (how communicated), message structure characteristics (how direction to that behavior
represented). Maslow’s Hierarchy of Needs

SESSION 5 & 6: CONSUMER DECISION MAKING PROCESS

Consumer decisions require information about:

-evaluative criteria for product category (features, characteristics)
-existence of various alternatives (products & brands)
-performance of each alternative brand (price, memo, processor, weight, screen,
clarify, software package)

McGuire’s Psychological Motives

Product Involvement: personal relevance of a product in consumers’ lives

Means-end chains: links consumer knowledge about product attributes with Customer decision making is the integration process by which knowledge is
their knowledge about consequences and values to facilitate self-relevance. combined to evaluate 2 or more alternative behaviors and select one – different
Means-end knowledge & product involvement: relevance to their lives at levels of purchase involvement (level of concern for, interested in purchase
process)
+ product knowledge: attributes & functional benefits
*low-involvement:sp đơn giản, xài thường xuyên
+ self-knowledge: psychological benefits & values *high-involvement: sp cao cấp, rủi ro cao khi mua
Level of involvement: self-relevance, connection of product self-knowledge Types of consumer decisions:
Understanding product knowledge & involvement: -Nominal decision making (habitual):
-basic ends -> keep purchase motivations -> design attributes connect with +involve no decision per se, low-involvement purchase
consequences and values +a complete nominal decision not even include consideration of the ‘do not
purchase’ alternative
-product-customer relationships -> brand loyalist, routine buyers, information
-Brand loyal purchases: previously chosen brand after extensive decision
seeker, brand switchers. +believe in its ability to meet general needs, emotional attachment Alternative evaluation & selection:
-> high product involvement, low purchase involvement Types: affective, attitude-based, attribute-based
SESSION 4: ATTITUDE AND INTENTIONS -Repeat purchases: all brand are the same -Affective choice: be holistic (toàn diện)
Attitude: an enduring organization of motivational, emotional, perceptual and +previously try 1 brand -> continue -> no commitment -> switch Marketers need to concern discovering & responding to consumer problems, +Brand: not decomposed to distinct components for separate evaluation
-Limited decision making: involve internal & limited external search, emotional or help to recognize, suppressing problem recognition +Evaluation: make feel as used
cognitive processes with respect to some aspect of our environment
situational needs. Discover consumer problems: +Choices: immediate emotional response
-segment & target right customer -Extended decision making: Human factors research: human capabilities (vision, strength, response time, +Motive is consummatory rather than instrumental
-develop appropriate products +involves extensive internal & external search followed by complex evaluation & flexibility, fatigue – affected by lighting, temperature, sound) -> observe technique -Attitude-based choice:
-predict related behaviors multiple alternatives. (slomo, time-lapse photos, vid record) +general attitude, summary impressions, intuition (trực giác), or heuristics (trải
-adjust right strategies (achieved desired, alter unwanted) +high level of purchase involvement -> identify functional problems that customer unaware nghiệm), no comparisons between attribute at the time
Attitude components: Emotion research: surveys, focus group, personnel interview -> examine emotion +consumers collect external info immediately before purchase, likely rely on
associate with certain problems -> anticipate reaction -> training, service. attitude
Helping customers recognize problems: +in case of low-motivation for optimal option, difficult info access, time pressure,
-Generic problem recognition: chung chung search cost.
-Attribute-based choice: knowledge ab attributes & compare with brands, high -Purchase: The social and physical stimuli present in the environment where
purchase involvement & motivation the consumer makes the purchase.
+make sure info highly accessible or even attribute-based comparison (ads, -Consumption: The social and physical factors present in the environments
packages, point of purchase, etc.) Customer Satisfaction & Commitment:
where consumers actually use or consume the products and services they
Affective + Attitude-based > narrow down the list before engaging in complicated
decision-making > attribute-based have bought.
Evaluative Criteria: various dimensions, features, benefits a consumer looks for -Disposition: The social and physical factors present in the environments
in response to a specific problem (emotions, reactions of reference members) 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) Cultural impacts: message preferences, luxury consumption, types of product
Macro Environment: culture, sub-culture, social class preferred.
switching cost: find, adopt new
brand loyalty: biased behavioral responses Culture: the complex whole that includes knowledge, belief, art, law, morals,
SESSION 10: MICRO ENVIRONMENT: REFERENCE GROUPS & FAMILY
-it cost more to gain than retain -> long-term > new customs, and any other capabilities and habits acquired by humans as
Reference group:
members of society. A group: defined as 2 or more individuals who share a set of norms, values,
Cultural variations: beliefs -> define relationships (behaviors interdependent)
Accurate Judgement? Sensory discrimination (phân biệt theo cảm quan), Values: A reference group: whose presume perspectives or values are being used by
surrogate indicator (giá -> chất lượng) an individual as the basis for his/her current behavior
Base-on: usage situation, competitive context, ads effects -4 criteria: membership (member, non-member), strength of social tie (primary,
secondary), type of contact (direct, indirect), attraction (dissociative, aspiration/
associative)

Forms of influence:
-informational influence: nghe theo người có ý kiến tốt nhất -> similarity &
SESSION 9: CONSUMER ENVIRONMENT
expertise
The environment: physical and social characteristics of a consumer’s external
world: physical object (products/stores), spatial relationships (location/product of -normative influence (utilitarian): đáp ứng kỳ vọng để được thưởng hoặc tránh
Consumer decision rules: phạt -> social approval & acceptance
store), social behavior of others (who around, doing)
-Non-compensatory: attributes are exclusive
Different levels to analyze the environment: social & physical -identification influence (value expression): thay đổi -> value internalizations
+conjunctive rule: chỉ cần vượt quá tiêu chuẩn thấp nhất
+disjunctive rule: đáp ứng đủ tiêu chuẩn -Macro: largescale, general environmental factors (climate, economic Degree of influence: visible usage, high relevance of product to group, low
+elimination by aspect rule: dựa trên sự sx mức độ qtrong, có điểm giới hạn, bị conditions, political systems, general landscape) individual purchase confidence, strong individual commitment to group,
loại nếu ko đáp ứng được. -Micro: more tangible physical and social aspects (immediate surrounding) non-necessary item -> high degree of reference group influence
+Lexicographic rule: so theo cái quan trọng The social environment: micro (organizations, family, reference groups,
Online shopper segments: media) ->direct interaction; macro (culture, sub-culture, social class) ->
Upscale clicks & bricks, virtual shoppers, status strivers, mall maniacs, just
vicarious interaction (gián tiếp)
essentials, 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 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 Non-verbal: time (time perspective, meaning in use), space (personal, physical),
E.g: digital savvy, gen Z. ‘store shelf -> mobile app -> internet’ symbol (numbers, colors), relationships (guanxi-điểm chung), agreements
Factors influencing outlet selection: compare outlets (principles, friendships), things (meanings, gift), etiquette (habits, voice tone,
-outlet image: store (merchandise, service, physical facility, store reputation), pitch, speed)
online (usefulness, ease to use, trustworthy) Demographics: population size, structure (age, income, education, occupation),
-retailer brands: related to store image, outlet is brand distribution (geographical location) Family decision-making:
-retail advertising: ads -> store The physical environment: -household: housing facilities, family and non-family (living together)
Sub-culture: distinctive groups of people in a society that share common cultural
-outlet location & size: closest & bigger -Spatial elements: physical objects of all types -> countries, cities, stores, +influencer (provide info), gatekeepers (control flow of info), deciders
meanings (văn hoá vùng)
Consumer perceived risks: social (kiểu tóc), financial (không đáng $), time (mất interior designs, products and brands. Analyzing: • A broad subculture is identified based on some general demographic (determine), buyers (actually buy), disposer (discont or dispose)
tgian), effort (tốn công), physical (tác dụng phụ) -Non-spatial elements: intangibles factors -> temperature, humidity, characteristics • Depending on the marketing purpose, further segment into
Shopping Orientation: apathetic (no motive, indifferent), enthusiast (thích mua, illumination, noise level, time sub-subcultures
thấy lợi từ mua), destination (do tên, thương hiệu enhancing), basic (mua những Types: • Geographic sub-cultures • Age sub-cultures • Ethnic sub-cultures •
gì cần thiết), bargain (muốn mua giá tốt) Gender sub-cultures • Income sub-cultures • Consumption sub-cultures
Factors influencing brand choice: instore – online Self-concept: individual’s thought and feelings
-point of purchase (promo signs), price reduction & promo deals (coupon), outlet
atmosphere (ambient, physical condition), stockouts (hàng tồn), web functioning,
mobile apps, sales personnel
Post-purchase dissonance: lo lắng
-depends on: commitment irrevocability (cam kết), the importance, choosing
among alternatives, tendency -> reduce: (+)brand, (-) alternatives, (-) importance,
chính sách đổi trả
-marketers should: ads, follow up sales (email, call) Lifestyle: how one enacts his or her self-concept
Purchase evaluation: instrumental (physical), symbol (image), affective Measuring lifestyle- psychographics included: attitudes (evaluate statement),
-Physical surrounding: décor, sounds, aromas (mùi), lightning, weather,
values (beliefs sb desirable things), activities & interest (non-occupational
configurations of merchandise, materials surrounding
behaviors – hobbies, effort, sports), demographic (age, edu, income, family
structure, ethnic bckgr), media patterns (specific media consumer utilize), usage
rate (measure of consumption – heavy, medium, light, nonusers)
Vals: classified according to 02 dimensions: their primary motivation
(ideals, achievement, self-express) & their resources (psychological, physical,
demographic, material means, etc.
Dissatisfaction process:
Others group influences:
-comsuption subcultures: những người có chung sở thích, hoạt động (đội
bóng, ca sĩ)
-community: ý thức, phong tục -> brand community: quan tâm đến 1 brand ->
intense brand loyalty
-online community: internet topic (group fb)
Situation: defined by a person who is acting in an environment for some In-group communication: Word of Mouth (WOM) ‘direct -> volunteers, indirect
purpose, involves a sequence of goal-directed behaviors. Affective and -> observation, opinion leader, influencers, market maven/ expert.
cognitive responses Marketing strategies: ads, sampling, retail/personal sale, create buzz
Generic consumer situations:
-Information acquisition: Environments where consumers acquire information Notes:
relevant to a problem-solving goal. Exposure: selective -> avoid stimuli, unnecessary, voluntary -> seek for stimuli
-reasonable expectation > promotion efforts, maintain consistent quality -Shopping: Physical, spatial, and social characteristics of places where (goals, entertain, information)
consumers shop for products and services. Maximize, maintain exposure methods: facilitate intentional (be available,
official channel, web, fanpage), maximize accidental exposure(environmental
settings), create appropriate level, maintain exposure.
Increase strength of learning: increase value info, get consumer involved,
positive moods, repetition of enforcement, optimize exposure, maximize dual
coding (theme, images, sounds)