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Samenvatting kennistoets Contentmarketing
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Samenvatting kennistoets Contentmarketing met de vakken: Consumentengedrag, Mediapsychologie, Branded content en Contentstrategie
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20-6-2023 KennistoetsPeriode 4
Hemert,Lisa L. van
,Inhoudsopgave
Consumentengedrag ....................................................................................................................................... 4
Consumenten(gedrag) ........................................................................................................................................ 4
Fasen bij het kopen van producten ..................................................................................................................... 5
Nut van consumentengedrag ............................................................................................................................. 5
3 groepen (spaken) ............................................................................................................................................. 5
Persoonlijkheid.................................................................................................................................................... 5
Het definiëren van persoonlijkheid: Big Five ....................................................................................................... 5
LevenssFjl............................................................................................................................................................ 6
Het segmentaFesysteem van VALS-levenssFjl .................................................................................................... 6
MoFvaFe ............................................................................................................................................................ 7
MoFvaFe: conflicten ........................................................................................................................................... 7
Maslow: de behoeQehiërarchie .......................................................................................................................... 7
Waarden ............................................................................................................................................................. 8
SFmuli ................................................................................................................................................................. 8
InformaFeverwerkingsproces ............................................................................................................................. 8
Verwerking van sFmuli ....................................................................................................................................... 8
Exposure ............................................................................................................................................................. 8
Aandacht ............................................................................................................................................................ 9
Begrip ................................................................................................................................................................. 9
Waarnemen ........................................................................................................................................................ 9
Gestaltpsychologie .............................................................................................................................................. 9
Principe van nabijheid......................................................................................................................................... 9
Principe van volledigheid .................................................................................................................................... 9
Principe van gelijkheid ........................................................................................................................................ 9
Principe van figuur-achtergrond ......................................................................................................................... 9
Onthouden ........................................................................................................................................................ 10
Leren ................................................................................................................................................................. 10
Klassieke condiFonering ................................................................................................................................... 10
Instrumentele condiFonering............................................................................................................................ 10
Wat helpt bij condiFonering? ........................................................................................................................... 10
A_tude ............................................................................................................................................................. 10
Beïnvloeding van a_tudes ............................................................................................................................... 11
Strategieën voor a_tudeverandering .............................................................................................................. 11
Beslissingsproces: Probleemonderkenning ....................................................................................................... 11
Beslissingsproces: InformaFezoekproces .......................................................................................................... 11
Beslissingsproces: EvaluaFe van de informaFe ................................................................................................ 12
Beslissingsproces .............................................................................................................................................. 12
, CogniFeve dissonanFe ...................................................................................................................................... 12
Het gezin ........................................................................................................................................................... 13
Het gezin: Kind als beïnvloeder ......................................................................................................................... 13
ReferenFegroepen ............................................................................................................................................ 13
Mediapsychologie ......................................................................................................................................... 16
Wat is mediapsychologie? ................................................................................................................................ 16
Hoe verwerken we media-informaFe? ............................................................................................................. 16
Wat zijn variabelen? ......................................................................................................................................... 16
Model van informaFeverwerking ..................................................................................................................... 16
Boodschap/ inhoud ........................................................................................................................................... 16
Boodschap/ bron .............................................................................................................................................. 17
Boodschap/ genre............................................................................................................................................. 17
Boodschap/ strategie........................................................................................................................................ 17
Medium/ distribuFe .......................................................................................................................................... 17
Medium/ controle ............................................................................................................................................. 17
Medium/ format ............................................................................................................................................... 17
Medium/ context .............................................................................................................................................. 18
Persoonlijk/ voorgaande ervaringen ................................................................................................................ 18
Persoonlijk/ betrokkenheid ............................................................................................................................... 18
Persoonlijk/ moFvaFe ....................................................................................................................................... 18
Persoonlijk/ stemming ...................................................................................................................................... 18
Effecten/ psychofysiologisch ............................................................................................................................. 18
Effecten/ cogniFef ............................................................................................................................................. 18
Effecten/ affecFef ............................................................................................................................................. 19
Effecten/ gedrag ............................................................................................................................................... 19
Geweld in media ............................................................................................................................................... 19
RelaFe gamen en geweld? ................................................................................................................................ 19
Theorieën: media en geweld............................................................................................................................. 19
De oudste theorie: Catharsis ............................................................................................................................. 19
Modelling > Leren door het gedrag van iemand anders te kopiëren ................................................................ 19
CogniFeve priming > Het beïnvloeden van gedrag met onbewuste subFele signalen ...................................... 20
CulFvaFe > Beeldvorming over hoe de wereld in elkaar zit door de media wordt beïnvloed ........................... 20
ExcitaFon transfer............................................................................................................................................. 20
DesensiFsaFe .................................................................................................................................................... 20
Waarom is social media populair?.................................................................................................................... 20
De sociale idenFteitstheorie van Tajfel ............................................................................................................. 20
Wat is framing? ................................................................................................................................................ 20
Framen van een boodschap .............................................................................................................................. 21
, Menselijke interesse-frame ............................................................................................................................... 21
Conflict-frame ................................................................................................................................................... 21
Economisch-frame ............................................................................................................................................ 21
Verantwoordelijkheids-frame ........................................................................................................................... 21
Visuele framing ................................................................................................................................................. 21
Wat is beïnvloeding?......................................................................................................................................... 21
De 7 beïnvloedingstechnieken .......................................................................................................................... 21
Wederkerigheid................................................................................................................................................. 22
ConsistenFe en commitment ............................................................................................................................ 22
Sociale bewijskracht ......................................................................................................................................... 22
Sympathie ......................................................................................................................................................... 22
Autoriteit........................................................................................................................................................... 22
Schaarste .......................................................................................................................................................... 23
Eenheid ............................................................................................................................................................. 23
Kleurenpsychologie ........................................................................................................................................... 23
Kleur en zicht .................................................................................................................................................... 23
Kleur en cultuur................................................................................................................................................. 23
Kleur en emoFe ................................................................................................................................................. 23
Kleur en branding ............................................................................................................................................. 23
Kleur en geslacht .............................................................................................................................................. 24
Parasociale interacFe ....................................................................................................................................... 24
Van interacFe naar relaFe ................................................................................................................................ 24
PosiFeve effecten .............................................................................................................................................. 25
PSI versus PSR ................................................................................................................................................... 25
Mediafiguren .................................................................................................................................................... 25
SelecFvity-aanbidding ...................................................................................................................................... 25
Fandom ............................................................................................................................................................. 25
3 fasen van fandom .......................................................................................................................................... 25
Erotomania ....................................................................................................................................................... 25
Branded content ........................................................................................................................................... 26
Wat is branded content?................................................................................................................................... 26
Kenmerken van branded content ...................................................................................................................... 26
Hoe maak je succesvolle branded content? ...................................................................................................... 26
Crossmedia - 5 media revoluFes ....................................................................................................................... 26
DefiniFe crossmedia ......................................................................................................................................... 26
5 speerpunten Crossmediale campagne ........................................................................................................... 27
Storytelling........................................................................................................................................................ 27
Mediumspecificiteit .......................................................................................................................................... 27
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