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Samenvatting Consumentenpsychologie - consumenten psychologie
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uitgebreide samenvatting consumentenpsychologie van het boek van Guido Valkeneers. eerstejaars vak
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Inhoudsopgave1 Wat is consumentengedrag ................................................................................................................... 5
1.1 Definitie ................................................................................................................................................ 5
1.2 Het aanbod van goederen en diensten................................................................................................. 5
1.3 Verschil marketing en communicatiepsychologie ................................................................................ 7
1.4 Een beschrijvende of verklaardende studie .......................................................................................... 9
1.5 Wie heeft belang bij de studie naar consumentengedrag.................................................................... 9
2 Informatieverwerking: perceptie en geheugen .................................................................................... 10
2.1 Vijf sensoriële systemen ..................................................................................................................... 10
2.2 Van gewaarwording naar perceptie ................................................................................................... 11
2.2.1 De gewaarwording ........................................................................................................................ 11
2.2.2 De perseptie .................................................................................................................................. 13
2.3 Het geheugen: een reconstructie van het verleden ............................................................................ 15
2.3.1 Declaratief vs procedureel geheugen ............................................................................................ 15
2.3.2 Drie typen geheugen ..................................................................................................................... 15
2.3.3 Toepassing in de marketing ........................................................................................................... 16
3 Motivatie en consumentengedrag ....................................................................................................... 17
3.1 Een begripsomschrijving ..................................................................................................................... 17
3.2 Een complexe aangelegenheid ........................................................................................................... 17
3.3 Behoeften vs doelen ........................................................................................................................... 18
3.3.1 In de oorsprong zijn er behoeften ................................................................................................. 18
3.3.2 Hoe wordt een behoefte gekanaliseerd in doelen? ...................................................................... 18
3.4 De dynamiek van motivatie ................................................................................................................ 19
3.5 Wat na frustratie? .............................................................................................................................. 19
3.5.1 Mogelijke reacties op frustratie .................................................................................................... 19
3.6 Het opwekken van motivatie .............................................................................................................. 20
3.7 Positieve vs negatieve motivatie ........................................................................................................ 20
3.8 Motivatie in de visie van de psychoanalyse........................................................................................ 21
3.9 Een hiëarchische visoe op de motivatie .............................................................................................. 21
3.9.1 De visie van maslow ...................................................................................................................... 21
3.9.2 Visie van Alderfer .......................................................................................................................... 22
3.10 Toepassingen in marketing ................................................................................................................ 23
3.11 Toepassingen in marktonderzoek....................................................................................................... 23
4 Emotie en attitude ............................................................................................................................... 24
4.1 Wat zijn emoties ................................................................................................................................. 24
4.1.1 De basisdimenties.......................................................................................................................... 24
4.1.2 Ontstaan ........................................................................................................................................ 24
4.1.3 Toepassingen in marketing en marktonderzoek ........................................................................... 25
4.2 Wat zijn attitudes ............................................................................................................................... 25
4.2.1 Omschrijving .................................................................................................................................. 25
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, 4.2.2 Ontstaan ........................................................................................................................................ 25
4.3 De ontwikkeling van het attitudebegrip ............................................................................................. 26
4.3.1 Het abc model ............................................................................................................................... 26
4.3.2 Het multi-attribudemodel ............................................................................................................. 27
4.4 Attitude en gedrag ............................................................................................................................. 27
4.5 Hoe kunne marketeers de attitudes veranderen? .............................................................................. 28
4.5.1 Geeft meer contact meer waardering? ......................................................................................... 28
4.5.2 Impact van positieve emotie op attitude ...................................................................................... 28
4.5.3 Impact van negatieve emotie op attitude ..................................................................................... 28
4.5.4 Impact van mening op attitude ..................................................................................................... 28
4.5.5 Is consumptie een sociaalpsychologisch gebeuren ....................................................................... 28
4.5.6 Welke rol speelt cognitieve dissonantie ........................................................................................ 29
4.6 Het elaboratoitum likehood model .................................................................................................... 30
4.7 Toepassing in de marketing ............................................................................................................... 30
4.8 Toepassing in marktonderzoek........................................................................................................... 30
5 Leerprocessen in consumentenhedrag ................................................................................................. 31
5.1 Diverse versies op leren ...................................................................................................................... 31
5.2 klassieke conditionering ..................................................................................................................... 32
5.2.1 principes ........................................................................................................................................ 32
5.2.2 Consumentengedrag ..................................................................................................................... 33
5.2.3 Toepassing in de marketing ........................................................................................................... 34
5.3 Operante conditionering .................................................................................................................... 35
5.3.1 Principes ........................................................................................................................................ 35
5.3.2 Consumentengedrag ..................................................................................................................... 35
5.4 Observationeel leren .......................................................................................................................... 36
5.4.1 Leren door observeren .................................................................................................................. 36
5.4.2 Consumentengedrag ..................................................................................................................... 36
5.4.3 Toepassing in de marketing ........................................................................................................... 37
5.5 Contactconditionering ........................................................................................................................ 37
5.5.1 Leren door contact ........................................................................................................................ 37
5.5.2 Toepassing in marketing ................................................................................................................ 38
5.6 Associatief leren en marketing ........................................................................................................... 38
5.6.1 Atr-model ...................................................................................................................................... 38
6 de persoonlijkheid en levensstijl .......................................................................................................... 39
6.1 hoe persoonlijk is de consument ........................................................................................................ 39
6.2 Consumenten indelen in persoonlijkheden ......................................................................................... 39
6.3 Dedenhaagste opcatting over dd persoonlijkheid .............................................................................. 39
6.3.1 Wat vooraf ging ............................................................................................................................. 39
6.3.2 Big five ........................................................................................................................................... 40
6.3.3 Enkele bijkomende dimenties van persoonlijkheid ....................................................................... 40
6.3.4 Relatie met consumentengedrag .................................................................................................. 41
6.3.5 Wat betekend dat voor de marketeer ........................................................................................... 41
6.4 Levensstijl van de consument ............................................................................................................. 42
6.4.1 Een oschrijving ............................................................................................................................... 42
6.4.2 Levensstijlen .................................................................................................................................. 42
6.4.3 Toepassing in marketing ................................................................................................................ 43
6.5 Besluit ................................................................................................................................................. 43
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,7 De consumptiecyclus ........................................................................................................................... 44
7.1 Wat is de consumptiecyclus ............................................................................................................... 44
7.2 De orïentatie fase ............................................................................................................................... 44
7.2.1 Is er een probleem? ....................................................................................................................... 44
7.2.2 Het zoekproces .............................................................................................................................. 45
7.2.3 De overweging en verwerping van alternatieven.......................................................................... 46
7.2.4 Beslissingsproces ........................................................................................................................... 46
7.3 De aankoopfase .................................................................................................................................. 48
7.4 Gebruiksfase ....................................................................................................................................... 48
7.5 Afdankfase ......................................................................................................................................... 49
7.6 Opmerkingen ...................................................................................................................................... 50
7.7 Besluit ................................................................................................................................................. 50
8 Gezin en huishouden ........................................................................................................................... 51
8.1 Meerpersoonshoudes ......................................................................................................................... 51
8.1.1 Comporatieve voordelen ............................................................................................................... 51
8.1.2 Schaalvoordelen ............................................................................................................................ 51
8.1.3 Psychologische voordelen ............................................................................................................. 52
8.2 Wat is de invloed op de beslissing ...................................................................................................... 52
8.3 Wat zijn de rollen in besluitvorming? ................................................................................................. 53
8.4 Twee types van gezinnen.................................................................................................................... 54
8.4.1 Het oriëntatiegezin ........................................................................................................................ 54
8.4.2 Het procreatiegezin ....................................................................................................................... 54
8.5 De gezinslevenscyclus (jonger dan 38 jaar tot 3)................................................................................ 55
8.6 De cohortentheorie............................................................................................................................. 56
8.6.1 Babyboomers (1945 – 1964) ......................................................................................................... 56
8.6.2 Generatie X (1965 – 1976) ............................................................................................................. 56
8.6.3 Generatie Y (1977 – 1994) ............................................................................................................. 56
8.6.4 Generatie Z (1995 – …) .................................................................................................................. 57
8.7 De levenscyclus ................................................................................................................................... 57
8.8 Toepassing in marketing .................................................................................................................... 57
8.9 Besluit ................................................................................................................................................. 58
9 Referentiegroepen en personen .......................................................................................................... 59
9.1 Bestaan er groepsnormen .................................................................................................................. 59
9.1.1 Een omschrijving............................................................................................................................ 59
9.1.2 Experimentele evidentie................................................................................................................ 59
9.1.3 Typen van referentiegroepen ........................................................................................................ 60
9.1.4 Sociale effecten in groepen ........................................................................................................... 61
9.1.5 Sociale invloeden op aankoopproducten ...................................................................................... 61
9.1.6 Psychologische mechanismen ....................................................................................................... 62
9.2 Sociale communicatie ......................................................................................................................... 62
9.3 Opinieleiders en volgers ..................................................................................................................... 64
9.4 Toepassing in de marketing ............................................................................................................... 66
9.4.1 Het gebruik van referentiepersonen ............................................................................................. 66
9.4.2 Het stimuleren van positieve MTM-reclame ................................................................................. 66
9.5 Besluit ................................................................................................................................................. 66
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, 10 Verspreiding van innovaties ................................................................................................................. 67
10.1 Hoe zijn nieuwe innovaties ................................................................................................................. 67
10.2 Typen innovaties................................................................................................................................. 68
10.3 Eigenschappen van snelle verspreiding .............................................................................................. 68
10.4 Het aanvaardingsproces..................................................................................................................... 70
10.5 Het verspreidingsproces ..................................................................................................................... 71
10.6 Toepassing in de marketing ............................................................................................................... 73
10.7 Besluit ................................................................................................................................................. 74
11 Culturele invloeden ............................................................................................................................. 74
11.1 Een omschrijving van cultuur ............................................................................................................. 74
11.1.1 Cultuur ...................................................................................................................................... 74
11.1.2 normen en waarden ................................................................................................................. 74
11.2 Het belang van cultuur voor de marketeer......................................................................................... 75
11.2.1 Product, promotie, communicatie en distributie ..................................................................... 75
11.3 Wat zijn de kenmerken van cultuur? (Ferraro, 2010) ......................................................................... 75
11.3.1 Cultuur is een samenhangend geheel....................................................................................... 75
11.3.2 Cultuur is aangeleerd ................................................................................................................ 76
11.3.3 Cultuur kent universiele aspecten ............................................................................................ 76
11.3.4 Cultuur is zowel statisch als dynamisch .................................................................................... 77
11.3.5 Cultuur is erkend doorngroot aantal mensen........................................................................... 77
11.4 Wat zijn de dimenties van cultuur? .................................................................................................... 78
11.4.1 Low context versus high-context cultuur.................................................................................. 78
Zes dimenties van cultuur volgens greet hofstede ...................................................................................... 78
11.5 Wat is het waardebesef van de consument ....................................................................................... 79
11.5.1 Wat zijn de waarden ................................................................................................................. 79
11.5.2 Rokeach (1973) ......................................................................................................................... 80
11.6 dominante waarden gelinkt aan consumentengedrag ...................................................................... 80
11.6.1 Mensen zijn materialistusch ingesteld...................................................................................... 80
11.6.2 Typish voor de westerse cultuur is het individualisme ............................................................. 80
11.6.3 De consumenten zoeken technologische vernieuwing ............................................................ 81
11.6.4 De waarden jeugdigheid en gezondheid .................................................................................. 81
11.6.5 Werk wordt hoog gewardeerd ................................................................................................. 81
11.6.6 Het hedonisme in de samenleving............................................................................................ 81
11.6.7 Een meer milieubewuste consument? ..................................................................................... 82
11.7 Trendwatchers .................................................................................................................................... 82
Inleiding ....................................................................................................................................................... 82
11.7.1 Faith popcorn ............................................................................................................................ 82
11.7.2 john Naisbitt ............................................................................................................................. 82
11.7.3 Alvin toffler ............................................................................................................................... 83
11.7.4 Herman konings ........................................................................................................................ 83
Besluit .......................................................................................................................................................... 83
11.8 Toepassingen in marketing ................................................................................................................ 84
Besluit ............................................................................................................................................................... 84
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