Summary
Samenvatting consumentenpsychologie 2024/2O25
- Course
- Institution
- Book
samenvatting bevat: -boek consumer first (herwerkte editie 2024) - persoonlijke notities - slides
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
Seller
Follow
lotharbusschaert
Content preview
Samenvatting Consumer First – consumentenpsychologie MK1 HoGentContents
1 De consument...........................................................................................3
1.1 Wie is mijn doelgroep..........................................................................4
1.1.1 Segmentatie, targeting, positionering (STP).................................4
1.1.2 Decision Marketing Unit (DMU).....................................................4
1.2 Hoe definieer ik mijn doelgroep..........................................................6
1.2.1 Buyer persona..............................................................................6
1.2.2 Welke attributen...........................................................................6
1.3 De consument vandaag....................................................................10
1.3.1 Gevestigde patronen en transitie...............................................10
1.3.2 Trend die consumentengedrag beïnvloedt versus hype.............10
1.3.3 Trends.........................................................................................10
2 Het Perceptieproces................................................................................12
2.1 Exposure...........................................................................................12
2.1.1 Visuele prikkels...........................................................................13
2.1.2 Auditieve prikkels.......................................................................13
2.1.3 Geurprikkels................................................................................14
2.1.4 Tactiele prikkels..........................................................................14
2.1.5 Smaakprikkels.............................................................................14
2.1.6 Kruismodaliteit............................................................................15
2.2 Gewaarwording.................................................................................15
2.2.1 De absolute drempel..................................................................15
2.2.2 De differentiële drempel.............................................................16
2.2.3 Subliminale perceptie.................................................................16
2.3 Aandacht...........................................................................................17
2.3.1 Persoonlijke factoren...................................................................18
2.3.2 Stimulusfactoren.........................................................................18
2.4 Interpretatie......................................................................................19
2.4.1 Gestaltpsychologie.....................................................................20
2.4.2 Cognitieve verwerking van stimuli..............................................21
2.4.3 Semiotiek....................................................................................21
2.4.4 Perceptiediagram........................................................................22
1 | Page
,Samenvatting Consumer First – consumentenpsychologie MK1 HoGent
2.5 Leren.................................................................................................23
2.5.1 Hoe leren we...............................................................................23
2.5.2 Behavioristische theorie.............................................................23
2.5.3 Cognitieve theorie......................................................................25
2.6 Attitudes...........................................................................................27
2.6.1 ABC model..................................................................................27
2.6.2 Kenmerken van attitudes............................................................27
2.6.3 Hiërarchie van effecten..............................................................27
2.6.4 Consistentieprincipe en de balanstheorie van heider.................28
2.6.5 Multi attribuutmodellen (Fishbeinmodel)....................................28
2.6.6 Zijn attitudes een goede voorspeller van gedrag?.....................29
2.6.7 Theorie van gepland gedrag (TPB).............................................29
2.6.8 Attitudes beïnvloeden.................................................................29
2.7 Waarden............................................................................................30
2.7.1 Waarde of attitude......................................................................30
2.7.2 Instrumentale waarden en eindwaarden....................................31
2.8 Geheugen.........................................................................................31
2.8.1 Hoe werkt ons geheugen?..........................................................31
2.8.2 Verschillende soorten geheugen.................................................32
2.8.3 Informatie oproepen uit het geheugen.......................................32
3 Koopproces..............................................................................................33
3.1 Probleemherkenning.........................................................................34
3.1.1 Het probleembesef en motivatie................................................34
3.1.2 Behoeftehiërarchie – piramide van Maslow................................35
3.1.3 Motivatie in de psychoanalyse....................................................37
3.1.4 Niet-vervulde behoeften.............................................................37
3.1.5 Beïnvloeden van behoeften als marketeer.................................38
3.1.6 Betrokkenheid.............................................................................38
3.2 Informatieverkenning........................................................................39
3.2.1 Betrokkenheid.............................................................................39
3.2.2 Verschillende soorten bronnen...................................................40
3.3 Evaluatie en selectie.........................................................................42
3.3.1 Overwegingssets........................................................................42
2 | Page
,Samenvatting Consumer First – consumentenpsychologie MK1 HoGent
3.3.2 Probleemoplossend gedrag........................................................42
3.3.3 Beïnvloeding van evaluatie.........................................................43
3.3.4 The paradox of choice................................................................44
3.3.5 Verloopt het beslissingsproces online anders dan offline...........44
3.4 Aankoop............................................................................................45
3.5 Post-aankoop....................................................................................46
3.5.1 PAAS (Product As A Service).......................................................46
3.5.2 Tevredenheid..............................................................................46
3.5.3 Customer delight........................................................................47
3.5.4 Cognitieve dissonantie................................................................47
3.5.5 Klachten......................................................................................47
3.5.6 Het product afdanken.................................................................48
3.6 Customer Journey.............................................................................49
1 De consument
Consumentengedrag geeft de totaliteit weer van beslissingen die leiden
tot gedrag met betrekking tot het verkrijgen, consumeren en zich ontdoen
van goederen, diensten, activiteiten en ideeën door menselijke groepen in
de loop van de tijd.
3 | Page
, Samenvatting Consumer First – consumentenpsychologie MK1 HoGent
1.1 Wie is mijn doelgroep
1.1.1Segmentatie, targeting, positionering (STP)
segmentatiecriteria
De marketing mix is perfect afgestemd op de noden van de doelgroep
! de waarde van het merk mag niet in het gedrang komen in de hoofden
van zijn doelgroep door het aanpassen van de marketingstrategie op een
specifieke doelgroep !
1.1.2Decision Marketing Unit (DMU)
DMU: vormt een model om alle betrokken partijen bij een beslissing
overzichtelijk weer te geven
→ begrip van uit de B2B sector, maar ook belangrijk binnen een B2C
context
→ invloed kan op verschillende manieren:
- Positieve invloed (bv. Positieve eigenschappen
product aanwijzen)
- Negatieve invloed (bv. Iemand wijzen op hoge prijs)
- Neutrale invloed (bv. Iemand aanwijzen opzoekwerk
te doen)
4 | Page
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller lotharbusschaert. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $6.49. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
53022 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now