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Marketing 2, Hoorcollege 4 t/m 6
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Aantekeningen Hoorcollege 4,5 en 6 Marketing 2
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By: shakamoen • 7 year ago
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Hoorcollege 4Regulatory fit: overeenstemming tussen het doel en je oriëntatie, we ervaren iets als ‘het voelt goed’, men raakt
betrokken, betrokkenheid zorgt ervoor dat men het product aan gaat bevelen. ; People experience an increase in
motivational intensity when their manner of goal pursuit matches their self-regulatory orientation.
More intense reactions are experienced
Goal pursuit activity ‘feels right’
People become more engaged
This ‘feeling right’ experience generates value and leads to greater persuasion
Nurturance needs (het heeft er meet e maken dat men iets wil bereiken) promotion goal
Security needs (savety zaken) prevention goal (zorgen dat de dingen niet van je af worden genomen)
Te maken met self-regulatory goals.
Promotion focus: (prospect theory!!)
Strive toward achievements and growth
Sensitive to positive outcomes (gains & nongains)
Focus on ideals, hopes and aspirations
durf te denken en durf te ontwikkelen
Prevention focus:
Strive toward safety and security
Sensitive to negative outcomes (nonlosses & losses) hygiene controles
Focus on duties, obligations and responsibilities
verplichtingen die we hebben, de aarde doorgeven
Promotion appeal Prevention appeal
Gain framed Get energized – Drink Welch’s Grape Prevent clogged arteries – Drink Welch’s Grape Juice
Juice
Loss framed Don’s miss out on getting energized Don’t miss out on preventing clogged arteries – Drink
– Drink Welch’s Grape Juice Welch’s grape juice (Zorgen dat iets wat negatief is niet
gebeurd)
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