De samenvatting bevat alle geziene leerstof (slides). BELANGRIJK!!!!! Bij deze samenvatting hoort ook een begrippenlijst + een verwijzing naar het bijhorende hoofdstuk + tussentitel in de samenvatting. Het examen is open boek en zo zal je heel snel kunnen werken tijdens het examen en zo veel mogeli...
1. Introduction............................................................................................................................................... 7
1.1. What is consumer behaviour?.......................................................................................................................7
1.2. Why study CB?...............................................................................................................................................8
1.3. The changeing consumer.............................................................................................................................10
2. Decision making....................................................................................................................................... 12
2.1. The consumer decision process...................................................................................................................12
2.1.1. Need recognition.................................................................................................................................13
2.1.2. Information search..............................................................................................................................13
2.1.3. Evaluation of alternatives....................................................................................................................13
2.1.4. Purchase decision................................................................................................................................17
2.1.5. Post-purchase behavior.......................................................................................................................18
2.2. Attitude........................................................................................................................................................19
2.3. Elaboration and persuasion.........................................................................................................................21
3. Research methods.................................................................................................................................... 22
3.1. Research......................................................................................................................................................22
3.2. Experimental research.................................................................................................................................23
4. Customer journeys................................................................................................................................... 25
4.1. Personas......................................................................................................................................................25
4.2. The customer journey..................................................................................................................................26
5. Defining and targeting your audience – Gast college 1 – A. Aranguiz.........................................................27
5.1. Content marketing.......................................................................................................................................27
5.2. Defining and targeting your audience.........................................................................................................27
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