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Samenvatting Consumentengedrag : de Basis H1 t/m H7
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Samenvatting van het boek : Consumentengedrag ; de Basis. Inclusief alle plaatjes in het boek.
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By: Sebastriaan7 • 5 year ago
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4 oktober 2014Consumenten-
gedrag : De basis
2014
Samenvatting van het boek : Consumentengedrag ; De basis. Auteur :
André Weber , Vierde druk Kirsten P
,Inhoudsopgave
Hoofdstuk 1 – Inhoud en belang van consumentengedrag .................................................................... 3
1.1 Consumentengedrag in het dagelijks leven .................................................................................. 3
1.2 Consumentengedrag nader omschreven ...................................................................................... 3
1.3 Studie van consumentengedrag .................................................................................................... 3
1.4 Nut van de studie van consumentengedrag ................................................................................. 4
1.5 Consument en beïnvloeding.......................................................................................................... 4
1.6 Het wiel van consumentengedrag................................................................................................. 4
Hoofdstuk 2 - Persoonlijkheid en levensstijl ........................................................................................... 5
2.1 Persoonlijkheid .............................................................................................................................. 5
2.2 Levensstijl ...................................................................................................................................... 5
Hoofdstuk 3 - Motivatie, behoeften en waarden.................................................................................... 7
3.1 Kenmerken van het motivatieproces ............................................................................................ 7
3.2 Motivatieconflicten ....................................................................................................................... 7
3.3 De behoeftenhiërarchie van Maslow ............................................................................................ 8
3.4 Positieve en negatieve motivatie .................................................................................................. 8
3.5 Waarden en waardeoriëntatie ...................................................................................................... 9
3.6 Motivatie en betrokkenheid ........................................................................................................ 10
3.7 Marketingimplicaties van waardeketens en betrokkenheid ....................................................... 11
Hoofdstuk 4 Waarneming en verwerken van informatie...................................................................... 12
4.1 Het informatieverwerkingsproces ............................................................................................... 12
4.2 Exposure ...................................................................................................................................... 13
4.3 Aandacht ..................................................................................................................................... 13
4.4 Begrip .......................................................................................................................................... 14
4.5 Onthouden .................................................................................................................................. 15
4.6 Marketingimplicaties van begrips- en geheugenprocessen ........................................................ 15
4.7 Onderzoeksmethoden bij perceptie- en geheugenprocessen .................................................... 16
Hoofdstuk 5 - Leren .............................................................................................................................. 16
5.1 Aangeleerd gedrag ...................................................................................................................... 16
5.2 Manieren van leren ..................................................................................................................... 16
5.3 Aspecten van conditioneren........................................................................................................ 17
5.4 Specifieke vormen van instrumentele conditionering ................................................................ 17
Hoofdstuk 6 - Attitude .......................................................................................................................... 18
6.1 Inhoud van het begrip attitude ................................................................................................... 18
1
, 6.2 Het ontstaan van attitudes .......................................................................................................... 18
6.3 Drie componenten van attitude : weten, voelen en doen .......................................................... 18
6.4 Het gebruik van multi-attribuutmodellen ................................................................................... 19
6.5 Beïnvloeding van attitudes .......................................................................................................... 19
Hoofdstuk 7 - Beslissen ......................................................................................................................... 20
7.1 Een algemeenbeslissingsmodel ................................................................................................... 20
7.2 Het probleembesef...................................................................................................................... 21
7.3 Het informatiezoekproces ........................................................................................................... 21
7.4 De afweging van kosten en baten ............................................................................................... 22
7.5 De evaluatiefase .......................................................................................................................... 22
7.6 Typen koopbeslissingen en marketingstrategie .......................................................................... 23
7.8 Evaluatieprocessen na de koop ................................................................................................... 24
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