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Lesson 10 · 50 min
Hook 1 min
Consumer decisions, trust and local adaptation
One pair of shoes, five stages and a cart that stopped
Opening question
Hook 3 min
Short of money, or short of a reason to trust?
US$28 shoes, cheaper than the mall Only model photos, 11 reviews European sizes, card only Returns go back to China
Learning objectives
O1–O4 2 min
By the end, you can...
Explain the five stages and loyalty. Compare four reasons to buy online. Evaluate four kinds of trust evidence. Apply six dimensions of local adaptation.
Concept 1 · Five stages
O1 4 min
From need to post-purchase
1 Need awareness 2 Information search 3 Evaluate alternatives 4 Purchase 5 Post-purchase
Speaker notes Walk the shoe through all five. Emphasise that the fifth stage produces the evidence the next buyer reads.
Concept 1 · Stage questions
O1 4 min
Each stage asks a different question
Need: does this solve my problem? Search: which words or categories find it? Evaluate: are seller, size, price and delivery acceptable? Purchase: is payment safe and the address right? Post-purchase: did it match, and can a problem be fixed?
Speaker notes Ask which question the shoe page failed to answer. It is evaluation, not need.
Concept 1 · Boundary
O1 4 min
Buyer stages are not a seller funnel
Decision stages Buyer psychology Can loop back after a bad experience Explains why a question is unanswered Sales funnel Seller actions and metrics Aggregates impressions, clicks, purchases Shows where a cohort dropped
Speaker notes This distinction is the seed for Lesson 13. Do not let students use funnel language to describe a buyer's thoughts.
Concept 2 · Four reasons
O2 4 min
Why people buy online
1
Price
Often the first consideration, but not the only one.
2
Convenience
Browse and compare within minutes.
3
Assortment
More categories and sellers to compare.
4
Overall cost
Includes time, freight and risk, not just the tag.
Speaker notes Ask which reason a US$28 shoe with a US$9 return weakens. Overall cost, not price.
The tag price is not the total cost
Overall cost includes time, freight and the risk that a problem cannot be fixed.
Cheap plus slow plus hard returns can cost more. Compare in the buyer's terms, not the seller's. State delivery and return costs before checkout.
Concept 3 · Trust evidence
O3 4 min
Four kinds of evidence, four different worries
Social
Reviews and photos
Did it work for buyers like me?
Policy
Return and refund
What happens if it does not fit?
Money
Payment protection
Is my money safe if the seller fails?
Backing
Brand or platform
Who stands behind the transaction?
Speaker notes State that this four-part list is a teaching synthesis of §3.1 and §3.1.2, not a textbook entry.
Concept 3 · Guarantee
O3 3 min
A seller promise is weaker than a platform guarantee
Seller promise Depends on the seller's goodwill Hard to enforce across borders Cheap to write, costly to trust Platform guarantee An independent dispute route Rules and timelines are published Costs the seller, but reduces perceived risk
Concept 3 · Personalisation data
O3 3 min
Two survey figures with different bases
? Can these two percentages be multiplied?Swipe horizontally to see the full figure
Measure Figure (%) Base Marketers using personalisation 95 All marketers surveyed Of those, reporting a lift 97 Only the 95% who use personalisation
Takeaway The second figure is a subset, not a result for all marketers. Do not multiply 95% by 97%.
Two percentages with different denominators.
Actual data Survey cited in the textbook (2022) · Laudon & Traver (2022), via textbook §3.1.2.1
Speaker notes The second percentage is a subset of the first, not a result for all marketers. Do not multiply 95% by 97%.
Concept 4 · Distinction
O4 3 min
Personalisation changes the ad; customisation changes the product
Section 3.1.2.2 defines customisation as changing the product and service according to user preferences, not just the marketing message.
A translated page is not customisation. A local size chart is. A local return point is.
Concept 4 · Adaptation 1
O4 4 min
Local adaptation: language, sizing, payment
1
Language
Native product copy and service, not machine translation.
2
Sizing
Local units, width and model-specific fit.
3
Payment
A method the buyer already uses, including COD where dominant.
Concept 4 · Adaptation 2
O4 4 min
Local adaptation: delivery, returns, festivals
4
Delivery
Match the promise to pickup points and agents.
5
Returns
Name a reachable point and state the cost.
6
Festivals
Adjust need, gifting and delivery timing.
Case · Teaching case
O1–O4 6 min
The shoe that stayed in the cart
Case: the shoe that stayed in the cart (teaching case)
US$28 shoes, 11 reviews, EU sizing Card only; returns to China Simulated 500 visits Completion 1.3% → 2.4% after changes Buyer and counts are simulated
Materials on this slide
The shoe that stayed in the cart
Diagnose before you discount
Stage
Evaluation
She has found the shoes; she cannot justify them.
Evidence
Four gaps
Local reviews, size, returns and payment are missing.
Action
Customise
Change sizing, returns and payment, then measure.
Speaker notes If a group proposes a discount, ask what the buyer can verify after it. Nothing new.
Common misconceptions
O1–O4 3 min
Claims to retire
The order completes conversion. Price is the only reason people buy online. Personalisation equals local adaptation. The five stages are a sales funnel.
Classroom activity
O1–O4 12 min
Five-stage cart diagnosis
3 min Mark the stage where the buyer stopped; give a page-level reason. 4 min Audit four kinds of trust evidence as present, weak or missing. 3 min Choose one adaptation and explain why it is customisation. 2 min Name a metric and explain why a discount would not fix it.
Materials on this slide
Five-stage cart diagnosis worksheet
Speaker notes Require the stage before the solution. Award marks for evidence and metrics, not for discounting.
Five questions
Q1 loyalty stage · Q2 four reasons Q3 personalisation vs customisation Q4 stages vs funnel · Q5 adaptation choice
Speaker notes Q4 is the bridge to Lesson 13; if missed, revisit the compare slide.
What you can now do
Diagnose the stage, not just the sale. Use four reasons and overall cost. Audit four kinds of trust evidence. Adapt six details, starting with the two that block.
Sources & next
Wrap-up 1 min
Sources and preparation
Textbook §3.1, §3.1.1, §3.1.2; Figure 3-1; Table 3-1. SRC-005 (Laudon & Traver) for the survey cited in the textbook. Next: search, recommendation and social discovery.
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Slide 1 of 21
→
1
Consumer decisions, trust and local adaptation
2
Short of money, or short of a reason to trust?
3
By the end, you can...
4
From need to post-purchase
5
Each stage asks a different question
6
Buyer stages are not a seller funnel
7
Why people buy online
8
The tag price is not the total cost
9
Four kinds of evidence, four different worries
10
A seller promise is weaker than a platform guarantee
11
Two survey figures with different bases
12
Personalisation changes the ad; customisation changes the product
13
Local adaptation: language, sizing, payment
14
Local adaptation: delivery, returns, festivals
15
The shoe that stayed in the cart
16
Diagnose before you discount
17
Claims to retire
18
Five-stage cart diagnosis
19
Five questions
20
What you can now do
21
Sources and preparation
Lesson 10 · 50 min · 1 / 21
Consumer decisions, trust and local adaptation
One pair of shoes, five stages and a cart that stopped
Open with the US$28 shoes and the three-day pause. Ask whether the problem is price or evidence.
Opening question · 2 / 21
Short of money, or short of a reason to trust?
US$28 shoes, cheaper than the mall Only model photos, 11 reviews European sizes, card only Returns go back to China Collect guesses. Most will say price. Hold the guess and return to it after the evidence audit.
Learning objectives · 3 / 21
By the end, you can...
Explain the five stages and loyalty. Compare four reasons to buy online. Evaluate four kinds of trust evidence. Apply six dimensions of local adaptation. O1 is tested by Q1; O2 by Q2; O3 by the case; O4 by Q3 and Q5.
Concept 1 · Five stages · 4 / 21
From need to post-purchase
Walk the shoe through all five. Emphasise that the fifth stage produces the evidence the next buyer reads.
Concept 1 · Stage questions · 5 / 21
Each stage asks a different question
Need: does this solve my problem? Search: which words or categories find it? Evaluate: are seller, size, price and delivery acceptable? Purchase: is payment safe and the address right? Post-purchase: did it match, and can a problem be fixed? Ask which question the shoe page failed to answer. It is evaluation, not need.
Concept 1 · Boundary · 6 / 21
Buyer stages are not a seller funnel
Decision stages Buyer psychology Can loop back after a bad experience Explains why a question is unanswered Sales funnel Seller actions and metrics Aggregates impressions, clicks, purchases Shows where a cohort dropped This distinction is the seed for Lesson 13. Do not let students use funnel language to describe a buyer's thoughts.
Concept 2 · Four reasons · 7 / 21
Why people buy online
Ask which reason a US$28 shoe with a US$9 return weakens. Overall cost, not price.
Concept 2 · Cost · 8 / 21
The tag price is not the total cost
Cheap plus slow plus hard returns can cost more. Compare in the buyer's terms, not the seller's. State delivery and return costs before checkout. Ask students to recall a cheap purchase that became expensive in time or hassle.
Concept 3 · Trust evidence · 9 / 21
Four kinds of evidence, four different worries
State that this four-part list is a teaching synthesis of §3.1 and §3.1.2, not a textbook entry.
Concept 3 · Guarantee · 10 / 21
A seller promise is weaker than a platform guarantee
Seller promise Depends on the seller's goodwill Hard to enforce across borders Cheap to write, costly to trust Platform guarantee An independent dispute route Rules and timelines are published Costs the seller, but reduces perceived risk Ask which one a first-time buyer can verify before paying. The answer is the published guarantee.
Concept 3 · Personalisation data · 11 / 21
Two survey figures with different bases
? Can these two percentages be multiplied?Swipe horizontally to see the full figure
Measure Figure (%) Base Marketers using personalisation 95 All marketers surveyed Of those, reporting a lift 97 Only the 95% who use personalisation
Takeaway The second figure is a subset, not a result for all marketers. Do not multiply 95% by 97%.
Two percentages with different denominators.
Actual data Survey cited in the textbook (2022) · Laudon & Traver (2022), via textbook §3.1.2.1 The second percentage is a subset of the first, not a result for all marketers. Do not multiply 95% by 97%.
Concept 4 · Distinction · 12 / 21
Personalisation changes the ad; customisation changes the product
A translated page is not customisation. A local size chart is. A local return point is. Ask students to classify three changes as personalisation or customisation.
Concept 4 · Adaptation 1 · 13 / 21
Local adaptation: language, sizing, payment
Ask which of the three causes the most returns in shoes. Sizing usually wins.
Concept 4 · Adaptation 2 · 14 / 21
Local adaptation: delivery, returns, festivals
A festival banner without local sizing is surface adaptation; say this explicitly.
Case · Teaching case · 15 / 21
The shoe that stayed in the cart
US$28 shoes, 11 reviews, EU sizing Card only; returns to China Simulated 500 visits Completion 1.3% → 2.4% after changes Buyer and counts are simulated Case is fictional. Ask which change is evidence and which is customisation; both are needed.
Case analysis · 16 / 21
Diagnose before you discount
If a group proposes a discount, ask what the buyer can verify after it. Nothing new.
Common misconceptions · 17 / 21
Claims to retire
The order completes conversion. Price is the only reason people buy online. Personalisation equals local adaptation. The five stages are a sales funnel. Link each claim to the concept that corrects it. Keep the quiz for verification.
Classroom activity · 18 / 21
Five-stage cart diagnosis
Require the stage before the solution. Award marks for evidence and metrics, not for discounting.
Self-check · 19 / 21
Five questions
Q1 loyalty stage · Q2 four reasons Q3 personalisation vs customisation Q4 stages vs funnel · Q5 adaptation choice Q4 is the bridge to Lesson 13; if missed, revisit the compare slide.
Summary · 20 / 21
What you can now do
Diagnose the stage, not just the sale. Use four reasons and overall cost. Audit four kinds of trust evidence. Adapt six details, starting with the two that block. Return to the opening price guess. The evidence audit usually explains the pause better than price.
Sources & next · 21 / 21
Sources and preparation
Textbook §3.1, §3.1.1, §3.1.2; Figure 3-1; Table 3-1. SRC-005 (Laudon & Traver) for the survey cited in the textbook. Next: search, recommendation and social discovery. Remind students that the trust list is a teaching synthesis and the case counts are simulated.