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Inhoud
1 Inleiding..................................................................................................... 6
1.1 Geschiedenis............................................................................................................. 6
1.2 Multi-disciplinair denken............................................................................................7
1.3 Homo economicus..................................................................................................... 7
1.4 Consumptiecultuur.................................................................................................... 7
1.5 Marketing vs consumentenpsychologie.....................................................................8
1.6 Benadering consumentenpsychologie.......................................................................8
1.7 Wie heeft belang bij studie van consumentenpsychologie.........................................8
2 Informatieverwerking hoe werkt het brein + gewaarwording.........................8
2.1 Werking van het brein................................................................................................8
2.2 Cognitieve werklast................................................................................................... 9
2.3 Samenwerking tussen 3 hersenlagen........................................................................9
2.4 Informatieverwerkingsproces...................................................................................10
2.5 Prikkels en sensoriële systemen..............................................................................10
2.6 Kruismodaliteit tussen zintuigen..............................................................................10
2.7 McGurk effect.......................................................................................................... 10
2.8 Gewaarwording........................................................................................................ 10
2.9 Absolute en differentiële gewaarwording.................................................................10
2.10 Gewaarwording vs waarneming.............................................................................11
3 Informatieverwerking – waarneming 1........................................................12
3.1 Gestaltpsychologie.................................................................................................. 12
3.2 Gestaltwetten (we zien het geheel in plaats van de som van de wetten)................13
3.3 Gestaltwetten en optische illusie.............................................................................13
3.4 Gestaltwetten VS cognitieve psychologie................................................................13
3.5 Waarnemen is interpreteren....................................................................................14
3.6 Cognitieve denkfouten (biases)...............................................................................14
4 Informatieverwerking – waarneming 2........................................................15
4.1 Waarneming is een actief proces.............................................................................15
4.2 Waarneming is perceptie......................................................................................... 16
4.3 IK heeft invloed op waarneming..............................................................................16
4.4 Selectieve of perceptuele aandacht.........................................................................16
4.5 Stroopeffect............................................................................................................. 17
4.6 Proces van selectie bij selectieve aandacht.............................................................17
4.7 Habituatie bij waarneming.......................................................................................18
5 Informatieverwerking – geheugen..............................................................19
, 2
5.1 Informatieverwerkingsproces...................................................................................19
5.2 Werking van geheugen............................................................................................ 19
5.3 Herinneren in 3 stappen.......................................................................................... 20
5.4 Geheugenmodel van Atkinson en Shiffrin................................................................20
5.5 Verschillende geheugens......................................................................................... 20
6 Motivatie.................................................................................................. 24
6.1 Motivatieproces....................................................................................................... 24
6.2 Intrinsieke en extrinsieke motivatie........................................................................24
Belang van koopmotieven en motivatie.........................................................................24
6.3 Positieve en negatieve motivatie.............................................................................25
6.4 Motivatie is complex................................................................................................ 25
6.5 Behoeften en doelen................................................................................................ 25
6.6 Primaire en secundaire behoeften...........................................................................25
6.7 Verschillende modellen en koopmotieven................................................................25
6.8 Marketeers............................................................................................................... 26
6.9 Dynamiek van motivatie.......................................................................................... 26
7 Emoties en attitudes..................................................................................27
Emoties.......................................................................................................................... 27
7.1 Gevoel..................................................................................................................... 28
7.2 Stemming................................................................................................................ 28
7.3 Emotie, gevoel en stemming...................................................................................28
7.4 Basisemoties............................................................................................................ 28
7.5 Humor en emoties................................................................................................... 29
7.6 Primaire en secundaire emoties...............................................................................29
7.7 ABC model van attitude........................................................................................... 29
7.8 ELM model = elaboration likelihood model..............................................................31
7.9 Cognitieve dissonantie............................................................................................. 31
7.10 Theorie van de beredeneerde actie van attitudes..................................................31
7.11 Theorie van de geplande actie...............................................................................32
7.12 Attitudeverandering............................................................................................... 32
7.13 Attitude onderzoeken............................................................................................ 33
8 Leerprocessen........................................................................................... 34
8.1 Diverse visies op leren............................................................................................. 34
8.2 Conditionering......................................................................................................... 34
8.3 Associatief leren...................................................................................................... 37
9 Persoonlijkheid – levensstijl – identiteit......................................................37
9.1 3 concepten............................................................................................................. 37
9.2 Persoonlijkheid......................................................................................................... 38
, 3
Neiging tot nadenken.................................................................................................... 40
Zelfmonitoring............................................................................................................... 40
Locus of control............................................................................................................. 41
Veldafhankelijkheid........................................................................................................ 41
9.3 Levensstijl............................................................................................................... 42
9.4 Identiteiten.............................................................................................................. 44
1 Inleiding..................................................................................................... 6
1.1 Geschiedenis............................................................................................................. 6
1.2 Multi-disciplinair denken............................................................................................7
1.3 Homo economicus..................................................................................................... 7
1.4 Consumptiecultuur.................................................................................................... 7
1.5 Marketing vs consumentenpsychologie.....................................................................8
1.6 Benadering consumentenpsychologie.......................................................................8
1.7 Wie heeft belang bij studie van consumentenpsychologie.........................................8
2 Informatieverwerking hoe werkt het brein + gewaarwording.........................8
2.1 Werking van het brein................................................................................................8
2.2 Cognitieve werklast................................................................................................... 9
2.3 Samenwerking tussen 3 hersenlagen........................................................................9
2.4 Informatieverwerkingsproces...................................................................................10
2.5 Prikkels en sensoriële systemen..............................................................................10
2.6 Kruismodaliteit tussen zintuigen..............................................................................10
2.7 McGurk effect.......................................................................................................... 10
2.8 Gewaarwording........................................................................................................ 10
2.9 Absolute en differentiële gewaarwording.................................................................10
2.10 Gewaarwording vs waarneming.............................................................................11
3 Informatieverwerking – waarneming 1........................................................12
3.1 Gestaltpsychologie.................................................................................................. 12
3.2 Gestaltwetten (we zien het geheel in plaats van de som van de wetten)................13
3.3 Gestaltwetten en optische illusie.............................................................................13
3.4 Gestaltwetten VS cognitieve psychologie................................................................13
3.5 Waarnemen is interpreteren....................................................................................14
3.6 Cognitieve denkfouten (biases)...............................................................................14
4 Informatieverwerking – waarneming 2........................................................15
4.1 Waarneming is een actief proces.............................................................................15
4.2 Waarneming is perceptie......................................................................................... 16
4.3 IK heeft invloed op waarneming..............................................................................16
4.4 Selectieve of perceptuele aandacht.........................................................................16
4.5 Stroopeffect............................................................................................................. 17
, 4
4.6 Proces van selectie bij selectieve aandacht.............................................................17
4.7 Habituatie bij waarneming.......................................................................................18
5 Informatieverwerking – geheugen..............................................................19
5.1 Informatieverwerkingsproces...................................................................................19
5.2 Werking van geheugen............................................................................................ 19
5.3 Herinneren in 3 stappen.......................................................................................... 20
5.4 Geheugenmodel van Atkinson en Shiffrin................................................................20
5.5 Verschillende geheugens......................................................................................... 20
6 Motivatie.................................................................................................. 24
6.1 Motivatieproces....................................................................................................... 24
6.2 Intrinsieke en extrinsieke motivatie........................................................................24
Belang van koopmotieven en motivatie.........................................................................24
6.3 Positieve en negatieve motivatie.............................................................................25
6.4 Motivatie is complex................................................................................................ 25
6.5 Behoeften en doelen................................................................................................ 25
6.6 Primaire en secundaire behoeften...........................................................................25
6.7 Verschillende modellen en koopmotieven................................................................25
6.8 Marketeers............................................................................................................... 26
6.9 Dynamiek van motivatie.......................................................................................... 26
7 Emoties en attitudes..................................................................................27
Emoties.......................................................................................................................... 27
7.1 Gevoel..................................................................................................................... 28
7.2 Stemming................................................................................................................ 28
7.3 Emotie, gevoel en stemming...................................................................................28
7.4 Basisemoties............................................................................................................ 28
7.5 Humor en emoties................................................................................................... 29
7.6 Primaire en secundaire emoties...............................................................................29
7.7 ABC model van attitude........................................................................................... 29
7.8 ELM model = elaboration likelihood model..............................................................31
7.9 Cognitieve dissonantie............................................................................................. 31
7.10 Theorie van de beredeneerde actie van attitudes..................................................31
7.11 Theorie van de geplande actie...............................................................................32
7.12 Attitudeverandering............................................................................................... 32
7.13 Attitude onderzoeken............................................................................................ 33
8 Leerprocessen........................................................................................... 34
8.1 Diverse visies op leren............................................................................................. 34
8.2 Conditionering......................................................................................................... 34
8.3 Associatief leren...................................................................................................... 37
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