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Samenvatting - Consumer Insights (geslaagd met hoge onderscheiding!)
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Consumer insightsInhoudsopgave
Consumer insights ............................................................................................................................ 1
H1 Segmentatie en Persona .............................................................................................................. 4
1.1 Segmentatie - definitie en belang............................................................................................ 4
1.2 In welke mate segmenteren?................................................................................................... 4
1.3 Criteria voor segmentatie ......................................................................................................... 5
1.3.1 Demografische criteria....................................................................................................... 5
1.3.2 Geografische criteria .......................................................................................................... 5
1.3.3 Psychografische criteria .................................................................................................... 5
1.3.4 Criteria gebaseerd op gedrag........................................................................................... 6
1.3.5 Combinatie van criteria ...................................................................................................... 7
1.4 Segmentatie weergeven op basis van persona............................................................... 7
H2 Biosociale ontwikkelingen en generaties.................................................................................... 7
2.1 Context en link met marketing ................................................................................................. 7
2.2 Biosociale ontwikkelingen......................................................................................................... 7
2.2.1 Mens gebonden .................................................................................................................. 7
2.2.2 Sociaal gebonden............................................................................................................... 8
2.2.3 Professioneel gebonden.................................................................................................... 8
2.3 Marketing generaties................................................................................................................. 8
2.3.1 Babyboomers ...................................................................................................................... 8
2.3.2 Generatie X ......................................................................................................................... 8
2.3.3 Generatie Y – Millennials .................................................................................................. 9
2.3.4 Generatie Z ......................................................................................................................... 9
2.3.5 Generatie Alpha .................................................................................................................. 9
H3 Perceptieproces ............................................................................................................................. 9
3.1 Perceptie definitie en proces ................................................................................................... 9
3.2 Zintuiglijke stimuli..................................................................................................................... 10
3.3 Aandacht en zijn limieten ....................................................................................................... 10
3.3.1 Zintuiglijke drempels ........................................................................................................ 10
3.3.2 Fysieke limieten op aandacht ......................................................................................... 10
3.3.3 Bewuste selectieve aandacht ......................................................................................... 11
3.3.4 Stimuli die aandacht trekken .......................................................................................... 11
3.4 Interpretatie............................................................................................................................... 11
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,H4 Leren en Geheugen ..................................................................................................................... 12
4.1 Leren: definitie en verschillende manieren .......................................................................... 12
4.2 Gedragsmatig leren ................................................................................................................. 12
4.2.1 Klassieke conditionering.................................................................................................. 12
4.2.2 Operante conditionering .................................................................................................. 12
4.3 Cognitief leren .......................................................................................................................... 12
4.4 Het geheugenproces ............................................................................................................... 13
4.5 Beperkingen van ons brein .................................................................................................... 13
4.6 Naambekendheid – belang en onderzoek ........................................................................... 14
H5 Attitude ........................................................................................................................................... 14
5.1 Definities en kenmerken ......................................................................................................... 14
5.2 Componenten van attitude ..................................................................................................... 15
5.3 Hiërarchie van effecten ........................................................................................................... 15
5.4 Functionele attitudetheorie van Katz .................................................................................... 15
5.5 Consistentieprincipe en de balanstheorie van Heider (1896 - 1988) .............................. 15
5.6 Meten van attitude ................................................................................................................... 16
5.7 Attitude beïnvloeden ............................................................................................................... 16
5.8 Attitude ten opzichte van reclame ......................................................................................... 17
H6 Motivatie, Waarden en Betrokkenheid ...................................................................................... 17
6.1 Motivatie .................................................................................................................................... 17
6.1.1 Definitie .............................................................................................................................. 17
6.1.2 Psychologisch perspectief .............................................................................................. 17
6.1.3 Motivatieconflicten ............................................................................................................ 17
6.2 Betrokkenheid .......................................................................................................................... 18
6.2.1 Definitie .............................................................................................................................. 18
6.2.2 Soorten betrokkenheid .................................................................................................... 18
6.2.3 Betrokkenheid verhogende tactieken ............................................................................ 18
6.3 Waarden.................................................................................................................................... 18
6.3.1 Definitie .............................................................................................................................. 18
6.3.2 Instrumentele- en eindwaarden...................................................................................... 19
6.3.3 Doelmiddelenketen .......................................................................................................... 19
H7 Koopproces - selectie en evaluatie ........................................................................................... 20
7.1 Algemeen .................................................................................................................................. 20
7.2 Oriënteren ................................................................................................................................. 20
7.3 Beslissen ................................................................................................................................... 20
7.4 Kopen en gebruiken ................................................................................................................ 20
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, H8 Behavioral Economy .................................................................................................................... 22
8.0 Behavioral economy................................................................................................................ 22
8.1 Nudging ..................................................................................................................................... 22
8.1.1 Standaardopties ............................................................................................................... 22
8.1.2 Priming ............................................................................................................................... 22
8.1.3 Gemak................................................................................................................................ 22
8.1.4 Normen .............................................................................................................................. 22
8.1.5 Gamification ...................................................................................................................... 22
8.1.6 Framing .............................................................................................................................. 22
8.2 Mental Accounting ................................................................................................................... 22
8.3 Incentives and Loss Aversion ............................................................................................ 22
Andere recente inzichten .............................................................................................................. 23
H9 Persoonlijkheid, identiteit en zelfbeeld...................................................................................... 23
9.1 Inleiding ..................................................................................................................................... 23
9.2 Persoonlijkheid in marketing............................................................................................. 23
9.2.1 Persoonlijkheid als som van kenmerken ...................................................................... 23
9.2.2 Merkpersoonlijkheid ......................................................................................................... 24
9.2.3 Psychoanalyse .................................................................................................................. 24
9.2.4 Motivationeel onderzoek ................................................................................................. 24
9.2.5 Analytische psychologie .................................................................................................. 25
9.3 Identiteit en zelfbeeld .............................................................................................................. 25
9.3.1 Zelfbeeld ............................................................................................................................ 25
9.3.2 Consumptie en zelfbeeld ................................................................................................. 26
9.3.3 Zelfbeeld en lichaamsbeeld ............................................................................................ 26
9.3.4 Meerdere identiteiten ....................................................................................................... 26
Hoofdstuk 10: Sociale en culturele invloeden ................................................................................ 26
10.1 Inleiding ................................................................................................................................... 26
10.2 Referentiegroepen................................................................................................................. 27
10.3 Conformisme .......................................................................................................................... 28
10.4 Opinieleiders .......................................................................................................................... 29
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