Samenvatting van het vak "Consumentengedrag" gegeven door Prof. dr. Stephanie Van De Sanden (vroeger Prof. Malaika Brengman) aan de VUB. Gebaseerd op slides en lesnotities, aangevuld met informatie uit het boek. Handig hulpmiddel tijdens het groepswerk. Volledig in het Nederlands geschreven. (Gesla...
Gastcollege 4: Billie Gielen ,Biases in klimaatcommunicatie (WEAREDANIEL)
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Deel 1: Consumenten in de Markt .......................................................................................................5
H1: Inleiding Consumentengedrag ..................................................................................................5
0. Intro tot Consumentengedrag .............................................................................................5
1. Invloed v/d Consument op de Marketingstrategie ...............................................................8
2. Invloed van Marketing op Consumenten ........................................................................... 11
3. Wereld van Merken ........................................................................................................... 15
4. Mondiale Consumentencultuur ......................................................................................... 16
5. Nieuwe Vormen van Consumptie....................................................................................... 18
H2: Kijken, Vergelijken, Kopen en Evalueren ................................................................................. 19
Leerdoelen ................................................................................................................................ 19
1. Introductie ........................................................................................................................ 19
2. Toestand v/d Consument................................................................................................... 19
3. Koopomgeving................................................................................................................... 23
4. Tevredenheid na de koop .................................................................................................. 30
Deel 2: Consumenten als Individu ..................................................................................................... 32
H3: Perceptie ................................................................................................................................ 32
Leerdoelen ................................................................................................................................ 32
1. Perceptieproces................................................................................................................. 32
2. Zintuigelijke systemen ....................................................................................................... 35
3. Zintuigelijke drempels ....................................................................................................... 39
4. Selectieve perceptie .......................................................................................................... 41
5. Interpretatie: Wat dingen voor ons betekenen .................................................................. 43
H4: Identiteit en Zelfbeeld............................................................................................................. 45
Leerdoelen ................................................................................................................................ 45
1. Perspectieven op identiteit ................................................................................................ 45
2. Consumptie & zelfbeeld..................................................................................................... 48
3. Sekserollen (VANAF SL42) .................................................................................................. 50
4. Beeld dat we van onszelf hebben....................................................................................... 53
H5: Motivatie, Waarden en Betrokkenheid ................................................................................... 54
Leerdoelen ................................................................................................................................ 54
1. Het motivatieproces: psychologisch perspectief ................................................................ 54
2. Consumentenbetrokkenheid ............................................................................................. 61
3. Waarden ........................................................................................................................... 65
Deel 3: Consumenten als Beslissers ................................................................................................... 70
H6: Leren en Geheugen................................................................................................................. 70
, Leerdoelen ................................................................................................................................ 70
1. Inleiding: Hoe leren we ...................................................................................................... 70
2. Associatief leren ................................................................................................................ 71
3. Cognitief leren ................................................................................................................... 75
4. Rol van leren in het geheugen ........................................................................................... 77
H7: Attitudes................................................................................................................................. 84
Leerdoelen ................................................................................................................................ 84
1. De kracht van attitudes...................................................................................................... 84
2. Vorming van attitudes ....................................................................................................... 92
3. Attitudemodellen .............................................................................................................. 96
4. Gedrag voorspellen d.m.v. attitudes .................................................................................. 98
5. Consumenten overreden hun attitudes te veranderen .................................................... 100
H8: Individuele Besluitvorming.................................................................................................... 103
1. Consumenten als probleemoplossers .............................................................................. 103
2. Probleemonderkenning ................................................................................................... 107
3. Informatievergaring ......................................................................................................... 108
4. Evaluatie van alternatieven ............................................................................................. 112
5. Productkeuze: kiezen tussen alternatieven ...................................................................... 114
Deel 5: Cultuur en Europese Levensstijlen ....................................................................................... 118
H12: Culturele Veranderingen ..................................................................................................... 118
1. Verspreiding van innovaties ............................................................................................. 118
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