Consumer Behaviour

This is the full summary for Consumer Behaviour for Business Administration Masters at the University of Amsterdam, Block 2, and contains all prescribed literature of the course. If you order the hardcopy, you will also receive the printed summary at home, after the expected shipping date. You will find your digital summary, with many additional options such as highlighting and note-taking, directly in your AthenaDocs account. 

This summary covers the core themes of consumer psychology, decision-making, and marketing insights, including:

Week 1 – The Psychological Core: Bornstein & D’Agostino (1992) mere exposure; Atalay, Bodur & Rasolofoarison (2012) gaze cascade; Dimofte & Yalch (2011) mere association; Krishna (2012) sensory marketing.
Week 2 – Affective & Emotional Reactions: Berger & Milkman (2012) virality; Sanbonmatsu & Kardes (1988) arousal & persuasion; Pham, Geuens & De Pelsmacker (2013) ad-evoked feelings; Di Muro & Murray (2012) mood regulation.
Week 3 – Social Influence & WOM: Argo & Dahl (2020) retail influence; McFerran et al. (2010) food choice; Barasch & Berger (2014) audience size; Berger (2014) word-of-mouth.
Week 4 – Rationality & Choice: Levin & Gaeth (1988) framing; Hsee et al. (1999) preference reversals; Shampanier, Mazar & Ariely (2007) zero-price; Khan & Dhar (2010) price framing.
Week 5 – Marketing for a Better World: Kivetz, Urminsky & Zheng (2006) goal-gradient; Goldstein, Cialdini & Griskevicius (2008) social norms; Okada (2005) justification; Khan & Dhar (2006) licensing effect.
Week 6 – Culture & Identity: Puntoni, Sweldens & Tavassoli (2011) gender identity; Han, Nunes & Drèze (2010) status signaling; Argo & Dahl (2018) beauty standards; Reed II et al. (2012) identity-based behavior.

Keywords: consumer psychology, sensory marketing, emotional marketing, decision-making, framing effect, social influence, behavioral economics, sustainable consumption, identity signaling, luxury branding, prosocial behavior, mood regulation.