Consumer Motivation.- Chapters 8-consumer behavior

2. Consumer Behavior (B)
Spring 2025, Week 6

3. Purchase

5. Consumption – usage of the
acquired product

6. Users vs Non-Users
• Size of the market -> attractiveness
• Conversion

7. • When? Now or Later?
• Where?
• How?
• How much?
• How does is feel?
Consumption

8. Consumption. When?
• Simultaneously with purchase or later
• Encouraging consumption (Champaign case)
• Time of the day (esp. food)
• Season

9. Consumption. Food

10. Consumption. Where?
• Situation shapes behavior
• Inside or outside? (snacks, beer case)

11. Consumption. Where?

12. Consumption. How?
• Rice – ingredient, side dish
• New ways of usage
• Usage expansion advertising

13. Consumption. Unusual ways of usage?

14. Consumption. How?
• Coca-Cola as a Cleaning Agent
• Food for Skincare
• Baby Shampoo as Makeup Brush Cleaner
• Tea Bags for Eye Puffiness

15. Consumption. How?
• Baking Soda Household Cleaning & Deodorizing
→
• Vaseline: Industrial Lubricant Skincare & Beauty Industry
→
• Febreze: Odor Eliminator Fabric Freshener & Home Fragrance
→
• Play-Doh: Wallpaper Cleaner Toy Market
→

16. Consumption occasions

17. Consumption occasions
• Gift (to whom?)
• Solo consumption (evening escape,
office break)
• Visiting friends / relatives
• At work with colleagues
• Family teatime
• Holiday tradition
• Romantic gesture

21. Consumption. How much?
• How can influence how much (glass shape)
• Supply influences quantity
• Estimating future needs
• Usage volume segmentation: heavy users, moderate users, light users (16% of
users per 88% of consumption). CLV?
• Overestimation of consumption
• Ways of increasing: enhance the frequency (ads, modify product), more per
occasion (larger pack, variety); visibility and convenience
• More or less?

22. How Companies Use Scarcity &
Exclusivity to Boost Consumption

23. Consumption. How did it feel?
• Positive / negative
• Confirm / disconfirm expectations
• Expectations shape perception

24. Consumption. Norms and Rituals
• Norms – informal rules that govern consumption behavior
• Rituals – expressive, symbolic activity constructed of multiple behaviors that
occur in a fixed, episodic sequence that tend to be repeated over time

25. Consumption. Norms and Rituals

26. Consumption. Norms and Rituals
https://www.linkedin.com/pulse/branding-power-rituals-uzoma-ukah/

27. Monday Recap

28. Compulsive Consumption
• A response to an uncontrollable drive or
desire to obtain, use, or experience a
feeling, substance, or activity that leads an
individual to repetitively engage in a
behavior that will ultimately cause harm to
the individual and possibly others

29. Compulsive consumption:
Personal Responsibility vs.
Marketer Responsibility

30. Studying consumption: ethnography
• Ethnography involves describing and understanding
consumer behavior by interviewing and observing
consumers in real-world situations
https://www.youtube.com/watch?v=FBIdwhrnIZw
https://medium.com/@tasha.estey/the-art-science-of-ethnographic-
marketing-research-49e703234c00

31. • Satisfaction / dissatisfaction
Post-consumption
evaluation

32. Satisfaction Index
• The American Customer Satisfaction (ACSI): Quarter 4, 2024

33. Importance of Satisfaction
It Influences Repeat Buying
• Positive post-consumption evaluations are essential for retaining
customers (unless you have a monopoly)
• The likelihood that customers will remain loyal depends on their level
of satisfaction
• However, customer satisfaction does not guarantee loyalty

34. Satisfaction ≠ Loyalty?

35. Importance of Satisfaction
Dissatisfaction Can Lead to Complaints and
Lawsuits

36. Importance of Satisfaction
Satisfaction Affects Consumers’ Price Sensitivity

37. Importance of Satisfaction
It Ultimately Affects
Shareholder Value
Over the long term, what is the stock return for
companies with higher levels and greater improvements
in customer satisfaction, relative to competition? ACSI
researchers analyzed this using ACSI scores and stock
prices of those companies from 2006 through the first
month of 2025. The cumulative return over this time
period was 2,265% for the leading ACSI companies vs.
605% for the S&P 500.

38. Importance of Satisfaction
It Shapes Word-of-Mouth
• Consumers often communicate with others about their consumption
experiences
• People who are moderately satisfied don’t talk about products as much
as those who are either extremely satisfied or extremely dissatisfied
• A negative experience spreads 2x faster than a positive one
• Social media amplifies WOM by over 50% compared to in-person
conversations
• Most people trust WOM more than any advertisement.

39. Satisfaction -> Promotion
• Net Promoter Score (NPS) is a widely used metric that measures
customer loyalty and predicts future business growth.
• It is derived from one primary question: “How likely are you to
recommend our product or service to a friend or colleague?”
• Based on their responses, customers are grouped into three
categories:
○ Promoters (9–10): Highly satisfied and loyal; likely to recommend.
○ Passives (7–8): Moderately satisfied but unenthusiastic.
○ Detractors (0–6): Unsatisfied or unhappy; may spread negative word-of-mouth.
○ https://hbr.org/2003/12/the-one-number-you-need-to-grow

40. Satisfaction -> Promotion

41. What shapes satisfaction?
Product
performance
Consumption
feelings
Expectations

42. What shapes satisfaction?
Satisfaction depends on a comparison of pre-purchase expectations to
actual outcomes
• Negative disconfirmation: when product delivers less than expected -
> regret, rage
• Positive disconfirmation: when product delivers more than expected
• Confirmation: product matches expectations

43. Setting Expectations
Too high -
disappointment
Too low – failing to
attract customers

46. Shaping Expectations
• Cross-modal correspondence (two or more senses contribute to the
perception of the same object)
• Ads (visual metaphors, verbal information, product demo)
• Package (shapes, colors, design, pictures)
• Product appearance (color, shape)
• Price

50. Too strong Rich and full-bodied Mild aroma
Weaker blend

52. Shaping Expectations
• https://www.youtube.com/watch?v=_D6vrJbkTgM – Danissimo
• https://www.youtube.com/watch?v=0_bx8bnCoiU - Sony

53. Q&A