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Samenvatting SV Consumentenpsychologie
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Samenvatting consumentenpsychologie (slides + notities) Vak gegeven door Prof. Dr. Peter Vlerick 16/20 gehaald met deze samenvatting!
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SV CONSUMENTENPSYCHOLOGIEDEEL I: BESLUITVORMING VAN DE CONSUMENT ............................................................................ 1
0. Het CDP-model ............................................................................................................... 1
0.1. Het ‘consumer decision process model’ ..................................................................... 1
0.1.1. Fase 1: behoeLe-erkenning .............................................................................. 1
0.1.2. Fase 2: zoeken naar informaRe .......................................................................... 2
0.1.2.1. Bronnen van informa0e ................................................................................ 2
A. Gedomineerd door marketeer ........................................................................... 2
B. Niet-marketeer gedomineerde s0muli ................................................................ 2
0.1.2.2. Informa0everwerking ................................................................................... 2
0.1.3. Fase 3: pre-aankoop evaluaRe van alternaReven ................................................. 2
0.1.4. Fase 4: aankoop ............................................................................................... 3
0.1.5. Fase 5: consumpRe .......................................................................................... 3
0.1.6. Fase 6: post-consumpRe evaluaRe ..................................................................... 3
0.1.7. Fase 7: divestment ........................................................................................... 3
0.2. Hoe kunnen organisaRes het CDP-model gebruiken? ................................................... 3
0.3. Variabelen die het besluitvormingsproces vormen ...................................................... 3
0.4. Types beslissingsproces: een conRnuüm .................................................................... 4
0.4.1. IniRële aankoop ............................................................................................... 4
0.4.2. Zich herhalende aankopen ................................................................................ 4
0.4.2.1. Repeated problem solving ............................................................................. 4
0.4.2.2. Habituele besluitvorming .............................................................................. 4
0.4.3. Impulsief kopen ............................................................................................... 4
0.4.4. Variety seeking ................................................................................................ 4
0.5. Factoren die de mate van problem-solving beïnvloeden .............................................. 4
0.5.1. Mate van betrokkenheid................................................................................... 4
0.5.2. Geprecipieerde differenRaRe tussen alternaReven .............................................. 4
0.5.3. Beschikbare Rjd ............................................................................................... 4
0.5.4. Gemoedsgesteldheid consument ...................................................................... 4
0.6. DiagnosRek van het beslissingsproces ........................................................................ 5
0.6.1. BehoeLe-erkenning ......................................................................................... 5
0.6.2. Zoeken van informaRe ...................................................................................... 5
0.6.3. Pre-aankoop evaluaRe van alternaReven ............................................................ 5
0.6.4. Aankoop ......................................................................................................... 5
0.6.5. ConsumpRe .................................................................................................... 5
0.6.6. Post-consumpRe evaluaRe ................................................................................ 5
0.6.7. Divestment ..................................................................................................... 5
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,1. Pre-aankoopprocessen: behoeLe-erkenning, zoeken en evaluaRe ........................................ 6
1.1. BehoeLe-erkenning ................................................................................................. 6
1.1.1. Belang behoeLe-erkenning ............................................................................... 6
1.1.2. Hoe kunnen bedrijven behoeLe-erkenning acRveren .......................................... 6
1.1.3. BehoeLe-acRvering: beïnvloedende factoren ..................................................... 6
1.1.3.1. Consumer preference for status symbolism of Clothing: the case of the Czech
Republic 6
1.2. Zoeken ................................................................................................................... 7
1.2.1. Intern zoeken: determinanten ........................................................................... 7
1.2.2. Extern zoeken.................................................................................................. 7
1.2.2.1. Soorten extern zoeken .................................................................................. 7
1.2.2.2. Waarom extern zoeken? ............................................................................... 7
1.2.2.3. Waarnaar zoeken? ....................................................................................... 7
1.2.2.4. Waar zoeken? .............................................................................................. 7
1.2.2.5. Hoeveel zoeken?: determinanten ................................................................... 8
1.2.2.6. Rela0e mate van zoeken en type besluitvorming.............................................. 8
1.2.3. ImplicaRes bedrijfsprakRjk ................................................................................ 8
1.2.4. Meten van zoeken: methoden........................................................................... 8
1.3. Pre-aankoop evaluaRe .............................................................................................. 8
1.3.1. Construeren van de consideraRe-set .................................................................. 8
1.3.1.1. Hoe trachten bedrijven opgenomen te worden in de considera0e-set? ............... 9
1.3.2. Evalueren van alternaReven .............................................................................. 9
1.3.2.1. Steunen op bestaande evalua0es ................................................................... 9
1.3.2.2. Nieuwe evalua0es construeren ...................................................................... 9
A. Categorisa0eproces ............................................................................................. 9
B. Trapsgewijs process ............................................................................................. 9
1.3.3. Hoe goed zijn consumenten in pre-aankoop evaluaRe?...................................... 10
2. Aankoop ....................................................................................................................... 11
2.1. Kopen of niet? ....................................................................................................... 11
2.1.1. Determinanten koopbeslissing ........................................................................ 11
2.1.2. Soorten koopintenRe ..................................................................................... 11
2.1.2.1. Volledig geplande aankoop ......................................................................... 11
2.1.2.2. Par0eel geplande aankoop .......................................................................... 11
2.1.2.3. Ongeplande aankoop ................................................................................. 11
A. Impulsive Buying Tendency Scale ..................................................................... 11
2.2. Wanneer kopen? ................................................................................................... 11
2.3. Wat kopen? .......................................................................................................... 12
2.3.1. Waarom winkelen mensen? ............................................................................ 12
2
, 2.3.1.1. Compulsive buying behaviour’s core dimension model ................................... 12
2.4. Waar kopen? ......................................................................................................... 12
2.5. Hoe betalen? ........................................................................................................ 15
2.6. Het veranderende ‘retail’-landschap ........................................................................ 15
2.6.1. LocaRegebaseerde retailing ............................................................................ 15
2.6.2. Direct markeRng ............................................................................................ 15
2.6.2.1. Direct selling ............................................................................................. 15
2.6.2.2. Direct mail ads .......................................................................................... 15
2.6.2.3. Direct mail catalogus.................................................................................. 15
2.6.2.4. Telemarke0ng ............................................................................................ 15
2.6.2.5. Direct respons ads ..................................................................................... 16
2.6.3. E-commerce .................................................................................................. 16
2.6.4. M-commerce ................................................................................................ 16
2.6.4.1. Acceptance of Smartphone-based mobile shopping ....................................... 16
2.7. Middelen van de consument................................................................................... 17
2.7.1. Geld- en Rjdsbudget....................................................................................... 17
2.7.1.1. Tijdsbudget ............................................................................................... 17
2.7.1.2. Tijdsprijzen ................................................................................................ 17
2.7.2. CogniReve middelen ...................................................................................... 17
2.7.2.1. Aandacht .................................................................................................. 17
3. Post-aankoopprocessen: consumpRe, post-consumpRe evaluaRe en divestment ................. 18
3.1. ConsumpRe .......................................................................................................... 18
3.1.1. ConsumpRegedragingen ................................................................................. 18
3.1.1.1. Wanneer consumeren? ............................................................................... 18
3.1.1.2. Waar consumeren? .................................................................................... 18
3.1.1.3. Hoe consumeren? ...................................................................................... 18
3.1.1.4. Hoeveel consumeren? ................................................................................ 18
3.1.2. InterpretaRe van de consumpRe-ervaring: determinanten ................................. 19
3.1.2.1. Hoe voelt het? ........................................................................................... 19
A. Service with a Smile: Emo0onal Contagion in the Service Encounter .................... 19
B. Effect of service employee aZributes on customer sa0sfac0on ............................ 19
C. Effects of Customer failure on employee well-being ........................................... 19
3.1.2.2. Hoe belonend of straffend was de ervaring? ................................................. 19
3.1.2.3. Werden de verwach0ngen ge(dis)confirmeerd? ............................................. 20
3.1.2.4. Stemming (‘mood’) .................................................................................... 20
3.1.3. Normen en rituelen ....................................................................................... 20
3.1.4. Compulsieve consumpRe ................................................................................ 20
3.1.4.1. Verklaringen: wat drij_ mensen om compulsief te gaan kopen? ...................... 20
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, 3.1.5. Etnografische technieken en consumpRe ......................................................... 20
3.1.6. Eenmalige consumpRe ................................................................................... 20
3.2. Post-consumpRe evaluaRe ...................................................................................... 20
3.2.1. Meten van klantensaRsfacRe........................................................................... 21
3.2.2. Belang van consumentensaRsfacRe ................................................................. 21
3.2.2.1. Het beïnvloedt kans op heraankoop ............................................................. 21
3.2.2.2. Het beïnvloedt word-of-mouth en word-of-mouse communica0e .................... 21
3.2.2.3. Dissa0sfac0e kan leiden tot klachten en rechtzaken ....................................... 21
3.2.2.4. Sa0sfac0e vermindert de prijssensi0viteit van consumenten ........................... 21
3.2.2.5. Het gee_ implica0es voor klantenrecrutering ................................................ 21
3.2.2.6. Het beïnvloedt de bedrijfsperforman0e en – waarde ...................................... 21
3.2.3. Determinanten van klantensaRsfacRe .............................................................. 21
3.2.3.1. Expectancy Disconfirma0on Model .............................................................. 22
3.2.3.2. Coping met dissa0sfac0e: responses to stressful consump0on episodes ........... 22
3.2.3.3. Management van verwach0ngen ................................................................ 22
3.2.3.4. Bedreigingen van consumentensa0sfac0e .................................................... 23
3.2.3.5. Wat verhoogt consumentensa0sfac0e? ........................................................ 23
3.2.3.6. Determinants of Service Quality: gaps ts. Expected service vs. perceived service 23
3.3. Divestment ........................................................................................................... 24
3.3.1. Casus: ‘Food Waste’ ....................................................................................... 24
3.3.2. Circulaire economie/kringloopeconomie: duurzame economie........................... 24
DEEL II: BEÏNVLOEDEN VAN HET CONSUMENTENGEDRAG ............................................................. 25
4. Beïnvloedingsstrategieën ............................................................................................... 25
4.1. Contact maken ...................................................................................................... 25
4.1.1. Exposure....................................................................................................... 25
4.1.1.1. Product placement ..................................................................................... 25
4.1.1.2. Brand integra0on....................................................................................... 25
4.1.1.3. Internet .................................................................................................... 25
4.1.1.4. Advergaming ............................................................................................. 25
4.1.1.5. Virale marke0ng ........................................................................................ 25
4.1.2. Exposure technieken ...................................................................................... 26
4.2. Opinie vormen/veranderen .................................................................................... 26
4.2.1. CategorisaRe ................................................................................................. 26
4.2.2. Hoeveelheid verwerking ................................................................................. 26
4.2.3. Inhoud van verwerking ................................................................................... 27
4.2.4. Opinieverandering ......................................................................................... 27
4.2.4.1. Technieken ................................................................................................ 27
4.3. Helpen herinneren................................................................................................. 28
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