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Summary Consument en Marketing (Consumer and Marketing): Book + Readings
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This are the lectures of the course 'Consument en Marketing'
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Consument & MarketingBusiness kun je benaderen vanuit twee kanten Consumer of Capital
Marketing
The social and managerial process by which individuals and groups
obtain what they need and want through creating and exchanging
products and value with others
Wisselwerking organisaties en klanten
Prijsverschillen, stereotypering marketing
Consumer behavior
Reflects the totality of consumers’ decisions with respect to the acquisition, consumption, and
disposition of goods, services, time, and ideas by (human) decision making [over time]
B: Kennisclip Cursusuitleg – Topic 1: Consumer Behavior
Understanding Consumer Behavior
o Psychological Core
Hoe kijken mensen naar producten
o Process of Making Decisions.
Hoe komen mijn keuzes tot stand?
o Social Influences (External influences)
Welke invloeden zie/ervaar ik?
Beinvloed Psychological Core en Process of Making Decisions
Psychological Core
Motivation, Ability and Opportunity
Twee bronnen van informatie: Internal Information (learning and memory) & External
Information (attention and perception)
Understanding: comprehension and categorization
o Informatie begrip van materie
Attitudes: cognition and affect
o Wat weet je al over een product; oordeel
1 Framework Psychological Core
Process of Making Decisions
Welk probleem is er
Welke informatie heb ik
Keuze maken
Evaluatie/Reflectie: was het een goede
2 Process of Making Decisions
aankoop
Understanding Consumer Behavior
Waarom maakt iemand een bepaalde keuze?
Teveel keuzes?
Paradox of choice
Teveel keuze is detrimental
1
, Social
Influences
Conformity
Compliance
Obedience and authority
2
,C: Motivation, Ability and Opportunity
Motivation, Ability and Opportunity – Willen & Kunnen
Wel complementair
Niet compenseerbaar
(Consumer) Opportunity
Circumstances to Act
Time
Distraction
Information
o Amount
o Complexity
o Repetition
(Consumer) Ability
Resources to Act
Product Knowledge and Experience
Cognitive Style 2 Het Triade model – Theo Pois
Intelligence, Education and Age (Tilburger)
Money
(Consumer) Motivation
Willingness to Act
Personal Relevance
Consistency with the self, values, needs, goals, emotions
Inconsistency with attitudes
Perceived risk
WAAROM?
Wat is het effect hiervan op Consumer Behavior
Hoge motivatie zorgt ervoor dat men meer tijd wil spenderen aan het zoeken van informatie
Meer gedreven om te leren over mogelijke alternatieven
Weinig motivatie om informatie te vergaren over een merk niet vatbaar voor reclame van
andere mensen
Welke doelen willen we behalen
Wijze waarop we kijken en aanschaffen
Hoe wordt de omgeving beïnvloed
Onderliggende motivatie is niet altijd wat het lijkt wat zijn de echte motivationele aspecten
WAT?
3 Wat drijft motivatie?
3
, Motivation
The biological, rational, emotional, and/or social force that initiates and directs behavior
The inferred process within an individual that causes that organism to move towards a goal, or
The internal process leading to behavior to satisfy needs
Zet aan tot actie
Needs & Goals
Needs & Goals
Komen voort uit Innate (onszelf) & Learned (buitenaf)
Need
Discrepancy between actual and desired state
Social (voor jezelf) & Non-social (onstaan tijdens interactie met je omgeving)
Goal
A desired state
Indifference zone
Het maakt me eigenlijk niet echt uit
Changed in desired state/Goal
Je uiteindelijke doel veranderd
4 Needs & Goals
Het zien van een mooiere auto
Change in actual state
Je huidige situatie veranderd
Je rijdt je auto in de prak
Maar wat nou als iets tot meerdere categorieën behoord? Goal system
Goal system
4
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