ACP - S04 Advanced Consumer Psychology PDF

24. 9. 27. 오전 12:04 Amanote Page 1 https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearn...

24. 9. 27. 오전 12:04 Amanote Page 1 https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 1/61 24. 9. 27. 오전 12:04 Amanote Page 2 https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 2/61 24. 9. 27. 오전 12:04 Amanote Page 3 Notes Amanote Mediation Mediation refers to using an intermediary variable to explain the relationship between an independent variable and a dependent variable. An analogy is made using a scenario where three cars are involved in a highway accident. The blue car hits the yellow car, which in turn affects the red car. The insurance adjuster assesses the damage caused directly by each car, similar to how researchers analyze the relationship between the https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 3/61 24. 9. 27. 오전 12:04 Amanote independent variable and the dependent variable through mediation. Moderation Moderation involves a third variable that affects the relationship between the independent and dependent variables. It shows how the relationship between the two variables changes. For instance, with discount promotions, a regular price discount can lead consumers to perceive the product as lower quality. In contrast, a "gamble price discount" allows consumers to feel lucky or skillful when they receive a discount, thus mitigating the negative effects associated with regular discounts. Combination of Mediation and Moderation The discussion includes complex models that combine mediators and moderators, emphasizing that researchers can validate various theories through these models. Researchers should analyze data based on theoretical predictions and ensure that the outcomes align with their expectations. This content provides a comprehensive understanding of the concepts of mediation and moderation, along with examples and their applicability in research design and marketing strategies. 중재(Mediation) 중재는 한 변수(독립 변수)가 다른 변수(종속 변수)에 미치는 영향을 설명하기 위해 중간 변수(중재 변수)를 사용하는 것입니다. 예시로, 세 대의 자동차가 고속도로에서 사고를 당하는 상황을 사용합니다. 파란색 차가 노란색 차를 충돌시키고, 노란색 차가 빨간색 차에 영향을 미치는 경우를 통 해 각각의 충돌이 빨간색 차에 미치는 영향을 분석합니다. 보험 조정자는 사고의 원인과 각 차의 손해를 파악하는 역할을 하며, 이는 연구자가 독립 변수와 종속 변수 간의 관계를 이해하는 것과 유사합니다. 조절(Moderation) 조절은 독립 변수와 종속 변수 간의 관계에 영향을 미치는 제3의 변수를 의미합니다. 즉, 조절자는 두 변수 간의 관계가 어떻게 달라지는지를 보여줍니다. https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 4/61 24. 9. 27. 오전 12:04 Amanote 예를 들어, 할인 프로모션을 통해 소비자 반응이 달라지는 방식을 설명합니다. 일반적인 가격 할인은 소비자가 제품 품질을 낮게 평가하게 만들 수 있지만, '도박 가격 할인' 같은 경우는 소비자가 자신이 운이 좋거나 기술이 좋다고 생각하게 만들기 때문에 이러한 부정적인 영향을 줄일 수 있습니다. 중재와 조절의 결합 중재자와 조절자를 결합한 복잡한 모델을 설명하며, 이러한 모델을 통해 연구자가 다양한 이론을 검증할 수 있음을 강조합니다. 연구자는 이론에 기반하여 다양한 중재 및 조절 변수를 사용하여 데이터를 분석하고, 이를 통해 예측한 결과가 실제로 나타나는지를 확인해야 함을 강조합니다. 이 내용은 중재와 조절의 개념을 이해하는 데 도움이 되는 여러 예시와 설명을 포함하고 있으며, 연구 설계나 마케팅 전략에서의 적용 가능성을 보여줍니다. https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 5/61 24. 9. 27. 오전 12:04 Amanote Page 4 Notes Amanote Explanation Direct Effect: This refers to the damage caused directly by the blue car to the red car. In other words, it is the harm that occurs when the blue car directly collides with the red car. https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 6/61 24. 9. 27. 오전 12:04 Amanote Indirect Effect: This refers to the damage to the red car that occurs indirectly through the yellow car. Specifically, it involves the sequence where the blue car hits the yellow car, which then impacts the red car. Role of the Researcher The role of the researcher is to determine the direct effect of the independent variable (IV) on the dependent variable (DV) and to analyze the indirect effect of the IV on the DV through the mediator. In summary, the researcher aims to clarify the relationships between these variables and understand how each variable influences the others. 이 문장은 중재(mediation)와 관련된 개념을 설명하고 있습니다. 다음과 같이 요약할 수 있습니다. 설명 직접 효과(Direct Effect): 파란색 차(Blue)가 빨간색 차(Red)에 미치는 직접적인 피해를 의미합니다. 즉, 파란색 차가 빨간색 차에 직접 충돌하여 발생하는 손해입니 다. 간접 효과(Indirect Effect): 파란색 차가 노란색 차(Yellow)를 충돌시키고, 그 노란색 차가 다시 빨간색 차에 미치는 피해를 의미합니다. 즉, 파란색 차 → 노란색 차 → 빨간색 차의 연쇄적 영향을 설명합니다. 연구자의 역할 연구자의 역할은 독립 변수(IV)가 종속 변수(DV)에 미치는 직접적인 영향을 파악하고, 중재 변수를 통해 독립 변수가 종속 변수에 미치는 간접적인 영향을 분석하는 것입니다. 즉, 연구자는 이러한 관계를 분석하여 각 변수 간의 영향을 명확히 규명해야 한다는 의미입니다. This passage discusses the impact of third-party quality assurance on consumer perceptions of discounts, specifically focusing on moderation effects in marketing research. Summary https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 7/61 24. 9. 27. 오전 12:04 Amanote 1. Third-Party Quality Assurance: The presence of a third-party inspection or quality assurance can mitigate the negative effects typically associated with regular discounts. If an external company verifies the product's quality, the distinction between regular and gamble discounts may disappear. 2. Moderation Effects: The research utilizes a two-by-two moderation model to analyze how different conditions (presence or absence of quality assurance) affect consumer attitudes and internal reference prices. 3. Findings: Without third-party assurance, regular discounts negatively impact consumer perceptions compared to gamble discounts. When third-party quality assurance is present, the negative effect of regular discounts diminishes, indicating that the gap between the two discount types closes. 4. Effect Size: The passage highlights the concept of effect size, noting that while significant effects may still exist under certain conditions, their magnitude can vary. In some cases, the effect may be smaller or less pronounced. 5. Types of Moderation: Two types of moderation are discussed: In the first type, the effect disappears when quality assurance is present. In the second type, the main effect is still observable, but its size is reduced. Overall, the study emphasizes the importance of external quality cues in shaping consumer perceptions and the nuanced roles of moderation in understanding these effects. 이 내용은 마케팅 연구에서의 조절(moderation) 효과와 관련된 개념을 설명하고 있습니다. 다음과 같은 주요 포인트로 요약할 수 있습니다. 요약 1. 도박 할인(Gamble Discount): 도박 할인은 소비자가 할인 혜택을 받을 확률을 게임 형태로 제공하는 방식으로, 소비자에게 긍정적인 영향을 미칠 수 있습니다. 반면, 일반적인 가격 할인은 부정적인 영향을 미칠 수 있습니다. https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 8/61 24. 9. 27. 오전 12:04 Amanote 2. 제3자 품질 보증: 제품에 제3자의 품질 보증이 존재할 경우, 일반 가격 할인과 도박 할인 간의 부정적인 효과가 사라질 수 있다는 주장입니다. 즉, 제3자가 제품의 품 질을 보증해 주면 소비자에게 긍정적인 인식을 주어 두 할인 방식의 차이가 줄어듭니다. 3. 조절 효과의 시각화: 연구 결과를 그래프로 나타내어 조절 효과를 보여줍니다. 한 조건에서 조절 변수가 없을 때는 일반 할인과 도박 할인 간의 차이가 분명하지만, 제 3자 품질 보증이 존재할 경우 그 차이가 줄어듭니다. 4. 효과 크기(Effect Size): 효과의 크기는 두 조건 간의 차이를 나타내는 중요한 지표입니다. 두 조건 간의 차이가 여전히 존재하지만, 그 효과의 크기가 줄어드는 경우를 설명합니다. 이를 통해 조절 효과의 강도를 평가할 수 있습니다. 5. 조절의 유형: 첫 번째 조절 유형에서는 효과가 사라지고, 두 번째 조절 유형에서는 여전히 효과가 존재하지만 그 크기가 줄어드는 경우를 설명합니다. 결론 이 내용은 조절 효과의 두 가지 유형을 설명하며, 소비자 행동에 대한 이해를 돕기 위한 실험적 접근을 제시하고 있습니다 https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 9/61 24. 9. 27. 오전 12:04 Amanote Page 5 Notes Amanote This passage describes a simple mediation model using an analogy of an insurance adjuster assessing damage from a car accident. 1. Direct Effect: The insurance adjuster identifies the direct damage caused by the blue car (independent variable, IV) to the red car (dependent variable, DV). This is analogous to the direct effect of the independent variable (X) on the dependent variable (Y) in research. https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 10/61 24. 9. 27. 오전 12:04 Amanote 2. Indirect Effect: The adjuster also assesses the damage caused to the red car through the yellow car. This represents the indirect effect of the independent variable (X) on the dependent variable (Y) through a mediator (M). In research terms, the role of the researcher is to determine both the direct and indirect effects of the independent variable on the dependent variable, enhancing our understanding of their relationships. 한국어 설명 이 문장은 보험 조정자가 자동차 사고로 인한 피해를 평가하는 비유를 통해 간단한 중재(mediation) 모델을 설명하고 있습니다. 1. 직접 효과: 보험 조정자는 파란색 차(독립 변수, IV)가 빨간색 차(종속 변수, DV)에 미친 직접적인 피해를 식별합니다. 이는 연구에서 독립 변수(X)가 종속 변수(Y)에 미치는 직접적인 효과와 유사합니다. 2. 간접 효과: 조정자는 또한 노란색 차를 통해 빨간색 차에 미친 피해를 평가합니다. 이는 독립 변수(X)가 중재 변수(M)를 통해 종속 변수(Y)에 미치는 간접적인 효과를 나타냅니다. 연구의 관점에서, 연구자의 역할은 독립 변수가 종속 변수에 미치는 직접적 및 간접적 효과를 모두 파악하여 이들 간의 관계를 이해하는 데 기여하는 것입니다. https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 11/61 24. 9. 27. 오전 12:04 Amanote Page 6 Notes Amanote Serial Mediation is a model that explains the relationship between an independent variable (IV) and a dependent variable (DV) through multiple mediating variables acting sequentially. In other words, the independent variable influences the first mediator (M1), which in turn affects the second mediator (M2), and finally, the second mediator impacts the dependent variable. Key Points 1. Structure: https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 12/61 24. 9. 27. 오전 12:04 Amanote IV → M1 → M2 → DV Here, IV represents the independent variable, M1 and M2 are the mediating variables, and DV is the dependent variable. 2. Purpose: Serial mediation helps to understand complex causal relationships and analyzes how the independent variable affects the dependent variable through multiple stages of psychological or social processes. 3. Example: For instance, stress (IV) may influence self-efficacy (M1), which then affects academic achievement (M2), and ultimately, academic achievement impacts life satisfaction (DV). 4. Analysis Methods: To analyze serial mediation, statistical methods (e.g., structural equation modeling, bootstrap methods, etc.) are used to measure the effects of each pathway and evaluate the overall mediation effect. Such models are useful for researchers to understand more complex psychological processes or social interactions. Yes, the earlier input you provided discusses various aspects of mediation and moderation, but it doesn't specifically mention serial mediation. However, it does touch on the concept of mediation in general, explaining how independent variables interact with dependent variables through mediators. Related Concepts from Your Input: 1. Indirect Effects: The passage discusses how effects can be direct or indirect, which is a fundamental aspect of mediation. In serial mediation, the indirect effects occur through multiple mediators. 2. Moderation: While this is a different concept, understanding how moderators impact the strength or direction of the relationship between variables can complement the understanding of mediation, particularly in complex models. https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 13/61 24. 9. 27. 오전 12:04 Amanote 3. Graphs and Effects: The input mentions the importance of visualizing effects and understanding the relationships between variables, which is also crucial in serial mediation when multiple mediators are involved. If you're looking for a specific part that directly relates to serial mediation, it wasn't explicitly stated, but the principles of mediation discussed can be extended to include serial mediation scenarios. Serial Mediation은 여러 개의 중재 변수가 순차적으로 작용하여 독립 변수(IV)와 종속 변수(DV) 간의 관계를 설명하는 모델입니다. 즉, 독립 변수가 첫 번째 중재 변수(M1)에 영향을 미치고, 그 중재 변수가 두 번째 중재 변수(M2)에 영향을 미치며, 마지막으로 두 번째 중재 변수가 종속 변수에 영향을 미치는 구조입니다. 주요 포인트 1. 구조: IV → M1 → M2 → DV 여기서 IV는 독립 변수, M1과 M2는 중재 변수, DV는 종속 변수를 나타냅니다. 2. 목적: Serial mediation은 복잡한 인과관계를 이해하는 데 도움을 주며, 여러 단계의 심리적 또는 사회적 과정을 통해 독립 변수가 종속 변수에 미치는 영향을 분석합니 다. 3. 예시: 예를 들어, 스트레스(IV)가 자기 효능감(M1)에 영향을 미치고, 자기 효능감이 다시 학업 성취도(M2)에 영향을 미치며, 마지막으로 학업 성취도가 삶의 만족도(DV) 에 영향을 미칠 수 있습니다. 4. 분석 방법: https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 14/61 24. 9. 27. 오전 12:04 Amanote Serial mediation을 분석하기 위해 통계적 방법(예: 구조 방정식 모델링, 부트스트랩 방법 등)을 사용하여 각 경로의 효과를 측정하고, 전체적인 중재 효과를 평가 합니다. 이러한 모델은 연구자가 보다 복잡한 심리적 과정이나 사회적 상호작용을 이해하는 데 유용합니다. https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 15/61 24. 9. 27. 오전 12:04 Amanote Page 7 https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 16/61 24. 9. 27. 오전 12:04 Amanote Page 8 Notes Amanote This passage discusses the concept of moderation in research, particularly focusing on how different conditions can influence the strength and direction of effects between variables. Here’s a summary: Summary https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 17/61 24. 9. 27. 오전 12:04 Amanote 1. Effect Variation: The passage begins by explaining that the original effect can be reversed or strengthened based on interventions. Depending on the context of the study, the effect can be enhanced or mitigated. 2. Crossover Moderation: It introduces the idea of crossover moderation, where the effects of variables can flip depending on cultural or contextual factors. For example, comparative advertisements perform better in the U.S. than regular ads, while the opposite is true in Japan. 3. Understanding Moderators: Key terms are highlighted that indicate the presence of a moderator, such as "strengthened" or "weakened." These terms indicate that the effect exists under different conditions, but the magnitude may vary. 4. Mediator vs. Moderator: The text clarifies the difference between mediators and moderators. Mediators explain how or why an effect occurs, while moderators influence the strength or direction of that effect. 5. Graph Interpretation: It emphasizes the importance of correctly interpreting graphs and bar charts in research. The colors in the graphs represent different levels of the independent variable, while the horizontal axis indicates the levels of the moderator. 6. Practical Application: The passage concludes with advice on how to read research papers and presentations, emphasizing the need to recognize when moderators are being discussed. Overall, this text aims to clarify the concepts of moderation and mediation, providing examples and practical insights for understanding research findings. WHAT IS MODERATION/INTERACTION? This content explains the concept of moderation effects in marketing research and its various types. Here are the main points summarized: Summary 1. Changes in Moderation Effects: https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 18/61 24. 9. 27. 오전 12:04 Amanote When a moderator variable is involved, the original effect can be either strengthened or weakened. For example, it shows how an effect can become stronger or weaker under certain conditions. There can also be cases where the effect is "flipped" or "reversed," indicating that the effects of two conditions intersect. 2. Crossover Moderation: This describes situations where the effects between two conditions cross over. For instance, comparative advertising may be effective in the U.S., while regular advertising might be more effective in Japan. 3. Role of Moderator Variables: Moderator variables can change the magnitude of effects, and terms like "strengthened," "weakened," or "diminished" indicate the presence of moderation effects. It emphasizes that even when moderation effects exist, their magnitude can vary. 4. Difference Between Mediation and Moderation: Mediation deals with structures where prior events influence subsequent outcomes, while moderation describes how the relationship between two variables changes. In mediation models, it is highlighted that independent and dependent variables can act independently of each other. 5. Graph Interpretation: In graphs, the levels of independent variables are represented by colors, while the levels of moderator variables are shown on the horizontal axis. It visually demonstrates how outcomes change based on the two levels of the moderator (e.g., presence or absence of quality assurance). Conclusion https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 19/61 24. 9. 27. 오전 12:04 Amanote This content explains various aspects of moderation effects in marketing and consumer behavior research, providing insights to help researchers accurately interpret their findings. Summary 1. Moderation Model Setup: The effect of anthropomorphism on advertisement liking is being examined, with cognitive load as a moderator. Independent Variable (IV): Anthropomorphism. Dependent Variable (DV): Advertisement liking. Moderator: Cognitive load. 2. Graphical Representation: The dependent variable (advertisement liking) is placed on the y-axis. The independent variable (anthropomorphism) is represented by the color of the bars in the graph (e.g., gray for anthropomorphic and white for non-anthropomorphic). The moderator (cognitive load) is indicated on the x-axis, typically with levels such as high or low. 3. Combining Variables: It is clarified that different dependent variables (e.g., internal reference price and willingness to pay) cannot be combined into a single plot. Each dependent variable should be represented in its own plot unless they are part of a more complex interaction. 4. Interactions: The text discusses different types of interactions: https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 20/61 24. 9. 27. 오전 12:04 Amanote Two-way interaction: Involves two variables. Three-way interaction: Involves three variables and is more complex to analyze. 5. Common Confusion: There’s a distinction made between the terms "moderator" (the variable that influences the strength or direction of the relationship) and "moderation" (the effect of that influence). The passage emphasizes that even if the coefficient of a moderator is significant, it does not necessarily indicate that moderation is present unless the overall interaction effect is significant. Conclusion This content provides a detailed explanation of how to construct and interpret moderation models in research, highlighting the importance of correctly identifying independent variables, dependent variables, and moderators, as well as understanding interactions between these variables. https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 21/61 24. 9. 27. 오전 12:04 Amanote Page 9 Notes Amanote 1. Moderation vs. Moderator: The effect of moderation is significant only when the moderation term (denoted as D) is significant. The significance of other variables (like C and B) does not determine whether moderation exists. https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 22/61 24. 9. 27. 오전 12:04 Amanote A significant moderator (C) alone does not indicate a significant moderation effect; it must be accompanied by a significant interaction effect (D). 2. Statistical Decomposition: The passage emphasizes the importance of decomposing effects to understand how different conditions of the moderator influence the dependent variable. Significant interactions occur under specific conditions of the moderator. 3. Regression Analysis: When conducting regression analysis with a sample (e.g., 300 people), the coefficients for independent variables, including the moderator, will be estimated. The significance of these coefficients determines the presence of moderation effects. The moderation effect is what researchers seek to identify, while a significant moderator alone does not confirm that effect. 4. Consumer Behavior Model: The discussion shifts to a model of consumer behavior, outlining phases that consumers go through before making a purchase: Motivation: An inner drive that propels a consumer to consider a purchase. Awareness: The consumer must be aware of a product or service that meets their need. Beliefs: The consumer should hold positive beliefs about the product or brand. Affect: Emotions and feelings toward the product, which play a crucial role in decision-making. 5. Theory of Affect as Information: This theory suggests that emotions can influence consumer behavior and decision-making. Positive feelings about a product can significantly impact whether a consumer chooses to purchase it. Conclusion https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 23/61 24. 9. 27. 오전 12:04 Amanote Overall, the passage explains the nuances of moderation in statistical models and its application in understanding consumer behavior, highlighting the importance of motivation, awareness, beliefs, and emotions in the purchasing process. https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 24/61 24. 9. 27. 오전 12:04 Amanote Page 10 Notes Amanote Summary 1. Affect as Information: https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 25/61 24. 9. 27. 오전 12:04 Amanote The passage begins by explaining how consumers rely on their emotions when making decisions about products. This concept is tied to the theory of "affect as information" by Schwartz, which suggests that people use their feelings as shortcuts when cognitive resources are limited. For example, recalling past experiences (like a difficult parking situation at a bar) can influence whether a consumer decides to attend an event or try a product. 2. Phases of Consumer Behavior: The buying process consists of several stages: Motivation: Consumers must have an internal drive to make a purchase. Awareness: Consumers need to be aware of products or services that can fulfill their needs. Beliefs: They should hold positive beliefs about the product or brand. Affect: Emotional responses to the product play a significant role in decision-making. 3. Opportunity and Accessibility: The consumer must have the opportunity to purchase the product, which includes factors like availability, affordability, and location of the product or service. The passage mentions examples of brands (like Zalando) that allow consumers to try products before committing to a purchase, enhancing the consumer experience. 4. Repeat Purchases and Customer Loyalty: Marketers are not only focused on the initial purchase but also on encouraging repeat purchases and building customer loyalty through positive experiences and word-of-mouth. 5. Buyer Behavior Model: https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 26/61 24. 9. 27. 오전 12:04 Amanote The buyer behavior model outlines the steps consumers go through and emphasizes that these steps do not always occur in a linear order. It can also apply to the disposal phase, where consumers decide to get rid of products. 6. Purchase Funnel: The concept of the purchase funnel is introduced, which illustrates the stages consumers go through from awareness to loyalty. Awareness is at the top of the funnel, with fewer consumers moving down to trial, retention, and advocacy. Each stage in the funnel has conversion rates, helping marketers identify where potential customers drop off. 7. Marketing Strategies: Different marketing strategies are required at each stage of the funnel. For example: If awareness is low, advertisements can help increase visibility. If trial is low, offering free samples can encourage consumers to try the product. Conclusion Overall, the passage explains the emotional and cognitive processes involved in consumer decision-making, highlights the importance of understanding the buyer behavior model, and discusses how marketers can tailor their strategies to address specific challenges at different stages of the purchasing process. https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 27/61 24. 9. 27. 오전 12:04 Amanote Page 11 https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 28/61 24. 9. 27. 오전 12:04 Amanote Page 12 https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 29/61 24. 9. 27. 오전 12:04 Amanote Page 13 https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 30/61 24. 9. 27. 오전 12:04 Amanote Page 14 Notes Amanote The passage you provided discusses the regression equation used to analyze moderation effects in statistical models, specifically in the context of a two-way ANOVA. Here’s a breakdown of what it means: Explanation 1. Regression Equation: https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 31/61 24. 9. 27. 오전 12:04 Amanote The equation Y = a + bX + cW + dXW represents a multiple regression model where: Y is the dependent variable (the outcome you are trying to predict). X is the independent variable (the primary predictor). W is the moderator variable (a second predictor that influences the relationship between X and Y). a is the intercept (the predicted value of Y when X and W are both zero). b is the coefficient for the independent variable X, indicating how much Y changes with a one-unit change in X. c is the coefficient for the moderator variable W, indicating how much Y changes with a one-unit change in W. d is the interaction term (XW), which shows how the effect of X on Y changes at different levels of W. 2. Moderation: In this context, moderation refers to the situation where the relationship between the independent variable (X) and the dependent variable (Y) changes depending on the level of the moderator variable (W). The interaction term (dXW) captures this effect. 3. Equivalent to a Two-way ANOVA: This regression model is equivalent to a two-way ANOVA, which is a statistical method used to compare the means of a dependent variable across two independent variables (factors) and their interaction. In this case: One factor could be the independent variable X. The other factor could be the moderator variable W. Both methods allow researchers to assess the main effects of each variable and their interaction on the dependent variable. Conclusion In summary, the provided equation outlines how to model moderation in regression analysis, showing the roles of the independent variable, moderator, and their interaction. It also highlights that this approach is similar in purpose and structure to conducting a two-way ANOVA, which is used to analyze the effects of two categorical independent variables on a continuous dependent variable. https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 32/61 24. 9. 27. 오전 12:04 Amanote Page 15 Notes Amanote 1. Motivation to Buy: The consumer must have a reason or desire to make a purchase. This inner drive is crucial for initiating the buying proces s. https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 33/61 24. 9. 27. 오전 12:04 Amanote 2. Awareness of the Product: The consumer needs to know about the product or service. Awareness is essential for consideration in the buying decision. 3. Favorable Beliefs: The consumer should hold positive beliefs about the product. This includes cognitive evaluations that influence their perce ption of the product’s value and effectiveness. 4. Favorable Affect: The consumer must have positive feelings or emotions toward the product. This is related to the theory of "affect as infor mation," where emotions serve as a guide for decision-making. 5. Ability to Access the Product: The consumer must be able to acquire the product, which includes practical factors like availability, distribution channels, a nd financial means (e.g., loans or payment options). 6. Trial of the Product: If possible, the consumer should have the opportunity to try the product before making a commitment. For instance, comp anies like Zalando allow customers to try items before purchase. 7. Satisfaction for Repeat Purchases: Finally, the consumer needs to be satisfied enough with their experience to make repeat purchases. This emphasizes the i mportance of customer satisfaction in building loyalty (e.g., IKEA). Conclusion Overall, this framework illustrates the various psychological and practical factors that influence consumer behavior throughout t he buying process. Each step is interconnected, and successful marketing strategies must address these stages to effectively g uide consumers from motivation to repeat purchases. https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 34/61 24. 9. 27. 오전 12:04 Amanote Page 16 https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 35/61 24. 9. 27. 오전 12:04 Amanote Page 17 https://app.amanote.com/v4.1.5/fr/blackboard/note-taking?userId=403ec27f90254cddbaa0443d7d134829&courseId=_29313_1&contentId=_1015955_1&siteURL=https:%2F%2Flearning.edhec.edu&oauth=true 36/61 24. 9. 27. 오전 12:04 Amanote Page 18 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