UE 1 – Understanding Consumer and Customer Behaviours and Expectations

1.1 Consumer Psychology

Slide – How ?

Experiments : you will experiment the ad to one group and compare with a group who never
saw the ad (control group). You usually have many ads before to get the right on because
you need to a significant difference between the ad group and the control group thanks to
the different characters like innovation, good, ecology…

Slide – New methods: Neuromarketing

There is always a stimulus, but the method will be different.

Problems :
Ethical : they use the machines for the marketing instead to use for saving life.

Intro to types of links between variables

A variable is a score of one concept.

When there is a correlation between two variables, we need to be careful of a third variable
the date/time because sometimes there is correlation but not causation. Ex : the sales of
sunglasses and ice cream are correlation but no causation the raison of the correlation is the
time/summer.

Mediation link:
A variable who is going to the explain the process between two variables.
Ex: Satisfaction

Moderation link:
A variable who is going to increase or decrease the variables.
Ex : age, gender, environment, socio demografic variables.