MKT20025 REVISION TEMPLATE LESSONS 1-7

Week 7: Midway Review

In Lesson 1 you were given an overview of consumer behaviour and learned about what value means to consumers (the central white components of the
Consumer Value Framework below). Then over the last 5 weeks you went on to explore various internal psychological factors (the left-hand side of the
Consumer Value Framework).

Adapted from Babin, BJ & Harris, EG 2012, CB4, page 24.

Before we move on to study External influences on consumer behaviour (the right hand side of the Consumer Value Framework) we take this week to give you a
chance to check that you are comfortable with all the key concepts covered so far. To make your revision easier, all the key concepts from previous lessons
have been gathered together below. Our recommendation is that you spend the week testing your understanding of each, and to make that easier, this Word
document has space for your notes so you can keep track of which topics you need to do more work on.
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MKT20025 REVISION TEMPLATE LESSONS 1-7

Key concepts from Lesson 1 (Chapters 1 & 2)
Key concept
Chapter 1
Consumption
Consumer behaviour

Questions

Infographic: The psychology

behind consumer spend

Video: Consumer Decision

Making Process
Treatment of consumers

Consumer behaviour in
business and society
Approaches to studying
consumer behaviour

Recent trends in consumer

behaviour
Infographic: The purchasing
power of women

How can we define consumption?

What is the basic consumption process?
How can we define consumer
behaviour?
What sort of psychological processes
does consumer behaviour encompass?
What is the connection between
marketing and consumer behaviour?
How are consumers treated differently in
different "service environments"?
What is the role of "relationship
marketing" in determining how consumers are
treated?
What do people buy?
What are the different approaches to
studying consumer behaviour?
How has internationalisation affected
consumer behaviour?
How have technological and
communication changes affected consumer
behaviour?
How have economic changes affected
consumer behaviour?

Chapter 2
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Marketing strategy and value

Consumer value

Market segmentation and

product differentiation

Analysing consumer markets

Lifetime value

How do we define consumer value?

What are the two basic types of values?
What is the relationship between
marketing strategy and value creation?
What is the Total Value Concept?
What is market segmentation?
What is product differentiation?
What is a perceptual map?
How are perceptual maps used to
analyse consumer markets?
What is customer lifetime value and why
is it important?

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MKT20025 REVISION TEMPLATE LESSONS 1-7

Key concepts from Lesson 2 (Chapter 3)
Key concept
Perception and learning

Consumer perception
process

Video: Consumer Behaviour

Perception Gestalt

Just-noticeable difference
(JND)

Example: Logo changes

Implicit and explicit memory

Intentional and unintentional

learning

Questions
How is perception defined?
What is the relationship between
perception and learning?
How do exposure, attention and
comprehension contribute to perception?
What are the stages in the consumer
perception process?
What do we mean by selective
perception?
What is subliminal processing?
What is just noticeable difference?
How do pricing, quantity, quality and
add-on purchases impact on JND?
What is just-meaningful difference
(JMD)?
What is the difference between implicit
and explicit memory?
What are some of the factors that
influence the different types of memory?
What is the difference between
intentional and unintentional learning?
Can you describe behaviourist and
cognitive learning theories?

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Key concepts from Lesson 3 (Chapter 4)
Key concept
Learning

Consumer comprehension

Memory

Image: Multi-store model of

memory
Mental associations

Cognitive schema

Video: Schemas,

Assimilation, Accommodation
Associative networks

Brands

Questions
How do we define learning?
How can we describe the process of
cognitive learning?
What is information processing?
What is comprehension?
What factors can affect consumer
comprehension?
What are the characteristics of a
message?
What is memory?
What are the different components that
make up the multiple store theory of memory?
What are mental associations?
What are the mental processes that help
consumers make associations?
What are associative networks?
What is declarative knowledge?
What do we mean by a schema?
What are the components of a schema?
What are some of the different types of
schemas?
What is the relationship between brands
and schemas?
How do consumers react to new brands
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MKT20025 REVISION TEMPLATE LESSONS 1-7

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MKT20025 REVISION TEMPLATE LESSONS 1-7

Key concepts from Lesson 4 (Chapter 5)
Key concept
Motivation

Maslow's Hierarchy of Needs

Infographic: Maslow's
Hierarchy of Needs

Involvement

Video: Emotional Advertising

Emotion

Measuring emotion

Emotional expression

Cognition and emotion

Questions
How can we define motivation?
What are the two main categories of
motivations?
What are the different types of needs in
Maslow's hierarchy?
How can Maslow's hierarchy be applied
to consumer behaviour?
What is consumer involvement?
What are the different types of
involvement?
How can we define emotion?
How does cognitive appraisal theory
describe emotion?
How does mood differ from emotion?
What are some of the techniques for
measuring emotion?
Why do emotional reactions differ
between people?
How are personality and emotion linked?
What is emotional involvement?
How does emotion impact on consumer
behaviour?
How are cognition and emotion related?
What is semantic wiring?
What is the schema-based affect?
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What is emotional contagion?

How do marketers use laughter to create
a positive affect?

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Key concepts from Lesson 5 (Chapter 6)
Key concept
Personality

Video: The Big Five of

Personality
Personality and consumer
behaviour
Psychoanalytic approaches
to personality
Personality traits

Brand personality

Lifestyles

Psychographics

Web page: US Framework

and VALS Types

Self-concept

Questions
How can we define personality?
What are the different qualities exhibited
in a personality?
How does personality impact on
consumer behaviour?
What is the psychoanalytic approach to
personality?
What are the id, superego and ego?
What are personality traits?
What are some of the specific traits
examined in consumer research?
What is the 5-factor model for personality
traits?
How can a brand have its own
personality?
What are the dimensions of brand
personality?
How do consumers have relationships
with brands?
How can we define lifestyle?
How are psychographics used to
measure consumer lifestyles?
What is an AIO statement?
What is a lifestyle segment?
How can we define self-concept?
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MKT20025 REVISION TEMPLATE LESSONS 1-7

What are the six different self-concepts?

How is self-concept related to body
presentation?
How does the self-concept affect
consumer behaviour?
How do people express their selfconcept in online environments?

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MKT20025 REVISION TEMPLATE LESSONS 1-7

Key concepts from Lesson 6 (Chapter 7)
Key concept
Attitudes
Image: Think, Feel, Do

ABC approach to attitudes

Functions of attitudes

Hierarchy of effects

Consumer attitude models

Attitude change theories

Balance theory

Questions
How can we define attitudes?
What is the relationship between
attitudes and behaviour?
What is the relationship between
attitudes and value?
What are the three components of the
ABC approach to attitudes?
What are the four functions according to
the functional theory of attitudes?
What do we mean by a hierarchy of
effects?
What are high-involvement and lowinvolvement hierarchies?
What is an experiential hierarchy?
What is a behavioural influence
hierarchy?
What are consumer attitude models?
What is the attitude-toward-object (ATO)
model, and how is it used?
What is the behavioural intentions
model?
What is the role of persuasion in
changing attitudes?
What are some the important attitude
change theories?
How does balance theory explain
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Message effects

consumer attitudes?
What do we mean by message effects?
What are some of the important
message appeals?
How does message construction impact
on persuasiveness?
What do we mean by source effects?

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