Korte samenvatting Marketingcommunicatie en de consument inclusief artikelen!
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Course
Marketingcommunicatie en de consument (S_HTA)
Institution
Vrije Universiteit Amsterdam (VU)
Dit een een korte samenvatting van Marketingcommunicatie en de consument. Een overzicht van de belangrijkste elementen van de hoorcolleges en alle artikelen. Een goede voorbereiding voor het tentamen!
Week 1: Lecture 1 & 2
Lecture 1
Control versus impact
Company created High control, low impact Planned marketing communications that are created by
touchpoints the company.
Intrinsic Iets minder controle, Interactions between the brand and the consumer.
touchpoints relatief lage impact Example: Sales conversation.
Customer initiated Nog iets minder controle, When consumers initiate or start the contact.
touchpoints relatief hoge impact
Unexpected Low control, high impact Consumers receive information about the brand, but they
touchpoints are not planned by the company. Example: WOM.
Classifying models/processes
High Elaboration/Central processing Low elaboration/Peripheral processing
Cognitive 1. Multi attribute models: 1. Heuristic evaluation
Expectancy value
→ Theory of Reasoned Action
→ Theory of Planned Behavior.
2. Self-generated persuasion
Affective 1. Feelings-as-information model/Affect- 1. Aad transfer
as-information model 2. Feelings transfer
3. Classical conditioning
4. Mere exposure effect
Behavioral 1. Post-experience model 1. Reinforcement model
2. Perception-Experience-Memory model 2. Routinised response behavior model
Example peripheral and heuristic cues
Characteristic Peripheral cue Heuristic cue
1. Source 1. Attractiveness 1. The more attractive, the better
2. Message 2. Repetition 2. The more, the better
3. Product 3. Price 3. The higher, the better
Classical conditioning
First stimulus = Brand = CS (product/brand) becomes more positive when repeatedly paired with a
conditioned stimulus (CS) positive US (smiling people). By pairing the product with pleasant, liked
Second stimulus = events, it is hoped that a bit of the liking 'rubs off’ on the product and that
unconditioned stimulus (US) because of this, consumers will afterwards be more likely to buy the product.
Stimulus generalization = When response to one stimulus is elicited by a similar but
distinct stimulus.
, Unintended counterconditioning = When the positive effects of classical conditioning are
decreasing because of an unintended event.
Research and Articles
Klassieke conditionering:
- Order of stimuli pairing: Forward conditioning is preferred over backward
conditioning. Changes in liking the Conditioned Stimulus (CS, brand) is larger when
consistently followed by the US (pleasant pictures). Present the positive images or
messages always after the brand name.
- Number of pairings: More CS-US pairings lead to stronger effects but till a certain
point. It might backfire then. So: Don’t overexpose to classical conditioning-based
ads.
- The number of CS-US pairings is a moderator of the effects of classical conditioning.
Lecture 2
Drawback of (explicit) self-report measures
- Require conscious access and willingness to retrieve attitudes.
- Self-report biases (social desirability, impression management).
- Tap into more elaborated thoughts (deliberate thoughts) rather than spontaneous
reactions.
De drawbacks beperken de validiteit van expliciete attitudes.
Additive & Moderator model
Additive model Als consumentengedrag gedeeltelijk wordt beïnvloed door spontane processen (implicit),
zouden impliciete metingen de unieke variaties boven expliciete metingen moeten
verklaren. Hier is gemengd bewijs voor…In sommige studies dragen impliciete attitudes
bij aan de voorspelling en bij andere niet. Expliciete attitudes = dominante voorspeller.
Moderator model Onder welke omstandigheden voorspellen impliciete maatregelen het
consumentengedrag?
→ Persoonlijkheidsfactoren kunnen de expliciete en impliciete attitudes
bepalen:
- Processing time,
- Cognitive capacity,
- Self-regulatory resources,
- Alcohol,
- Working memory,
- Trait self-control,
- Depletion sensitivity (= reduction).
→ Situational or dispositional boundary conditions.
- MODE model = Motivation and Opportunity as DEterminants model: Omdat er een
deliberatief proces plaatsvindt, moeten individuen gemotiveerd worden om na te
denken over hun houdingen en gedragingen.
- RIM = Reflective-Impulsive model = Reflectie activeert affect specifieke inhouden
die vervolgens leiden tot de ervaring toestand. Weten dat iets goed (of slecht) is,
impliceert echter niet noodzakelijkerwijs een positief (of negatief) gevoel.
, Research and Articles
Gibson (2008):
- Er werd gebruik gemaakt van IAT (Implicit Association Test): Responses to
categories that are associated in memory will be faster than responses to categories
not (less strongly) associated in memory.
- Study 1: Impliciete attitudes (en niet expliciete attitudes) voor mature brands
(Coke/Pepsi) worden veranderd door klassieke conditionering. Dit effect treedt alleen
op bij deelnemers met een initiële neutrale attitude t.o.v. het merk.
- Sterkere effecten werden gevonden voor mensen die ‘contingency-aware’ waren en
voor novel brands. Maar dit is niet nodig.
- Study 2: Implicit (and not explicit) brand attitudes will predict brand choice, but only
under (high) cognitive load.
- Low cognitive load: IAT unrelated to product choice and explicit attitudes are
predominant predictors.
- High cognitive load: IAT related to product choice and implicit attitudes improve
prediction.
- Participants under low cognitive load took longer to make the product choice.
Friese, Wanke & Plessner (2006):
- Er werd gebruik gemaakt van IAT.
- Er was een algemene voorkeur voor merkproducten over generieke producten.
- Wanneer er incongruentie was tussen expliciet en impliciete attitudes, werd er onder
tijdsdruk eerder gekozen voor impliciete attitudes.
- Wanneer er wel tijd was, werd er eerder gekozen voor expliciete attitudes
(onafhankelijk van (in)congruentie).
- Impliciete attitudes zijn dus waardevol voor het voorspellen van spontaan gedrag.
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