Summary
Samenvatting customer experience
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Dit is een volledige samenvatting van het keuzevak Customer Experience gegeven aan de Arteveldehogeschool. Ik behaalde met deze samenvatting 15/20.
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InhoudsopgaveModule 1: introductie, verandering en het onderbewustzijn.........................................................3
1. Introductie en innovatie............................................................................................................................ 3
2. Het menselijke brein voor marketeers...................................................................................................... 3
2.1. Het brein: ratio vs. emotie................................................................................................................. 3
2.2. DNA & instinct: inzichten................................................................................................................... 4
2.3. DNA & instinct: toepassingen............................................................................................................. 4
2.4. Ervaring & opvoeding: inzichten......................................................................................................... 5
2.5. Ervaring en opvoeding: toepassingen................................................................................................. 6
2.6. Omgeving: inzichten........................................................................................................................... 6
2.7. Omgeving: toepassingen.................................................................................................................... 7
Module 2: het bewustzijn, het ‘echte’ brein en onderzoek............................................................8
1. Intro module 2.......................................................................................................................................... 8
2. Soorten beslissingen................................................................................................................................. 8
3. Menselijk brein: intro................................................................................................................................ 9
4. Menselijk brein: breinstructuren............................................................................................................... 9
4.1. Het reptielenbrein.............................................................................................................................. 9
4.2. Het (paleo) limbisch brein................................................................................................................ 10
4.3. De neo (limbische) cortex................................................................................................................. 10
4.4. De prefrontale cortex....................................................................................................................... 11
5. Onderzoeksmethoden............................................................................................................................ 11
5.1. fMRI (Functional Magnetic Resonance Imaging)..............................................................................11
5.2. EEG (Elektro-Encefalograaf)............................................................................................................. 12
5.3. Eye tracking...................................................................................................................................... 12
5.4. Facial coding..................................................................................................................................... 12
5.5. Sensory marketing........................................................................................................................... 12
Module 3: neuromarketing toegepast..........................................................................................14
1. AIDA & NLP............................................................................................................................................. 14
1.1. AIDA................................................................................................................................................. 14
1.2. NLP................................................................................................................................................... 14
1.3. Impact op het brein.......................................................................................................................... 15
2. Beïnvloedingsprincipes van Cialdini........................................................................................................ 16
2.1. Reciprocity (wederkerigheid)........................................................................................................... 16
2.2. Scarcity (schaarste).......................................................................................................................... 16
2.3. Authority (autoriteit)........................................................................................................................ 16
, 2.4. Consistency (toewijding).................................................................................................................. 16
2.5. Liking (sympathie)............................................................................................................................ 17
2.6. Social proof (sociale bevestiging)..................................................................................................... 17
3. Toepassingen: UX/UI en marketingcommunicatie..................................................................................17
3.1. Let op waar je het ‘gewicht’ legt in je communicatie.......................................................................17
3.2. Gebruik video op de SERP (Search Engine Result Page)....................................................................17
3.3. Ogen trekken de aandacht en kunnen sturen..................................................................................18
3.4. Ga voor maximale betrouwbaarheid................................................................................................ 18
3.5. We ‘onderzoeken’ een F-patroon..................................................................................................... 18
3.6. Je hoeft geen rekening te houden met de ‘fold’...............................................................................18
3.7. Denk na over de compositie............................................................................................................. 18
3.8. Verpakking en spiegelneuronen....................................................................................................... 19
3.9. De groene consument...................................................................................................................... 19
Module 4: kleurenpsychologie.....................................................................................................20
1. Intro module 4........................................................................................................................................ 20
2. In detail – rood........................................................................................................................................ 21
3. In detail – geel......................................................................................................................................... 22
4. In detail – blauw...................................................................................................................................... 22
5. In detail – groen...................................................................................................................................... 22
6. In detail – oranje..................................................................................................................................... 23
7. In detail – paars....................................................................................................................................... 23
8. In detail – roze........................................................................................................................................ 23
9. In detail – bruin....................................................................................................................................... 23
10. In detail – wit........................................................................................................................................ 24
11. In detail – zwart.................................................................................................................................... 24
12. In detail – grijs....................................................................................................................................... 24
13. Kleuren en smaken................................................................................................................................ 24
14. Kleuren en marketing............................................................................................................................ 25
15. Kleuren en verpakking........................................................................................................................... 25
Module 5: take away inzichten.....................................................................................................26
1. Verpakkingspsychologie.......................................................................................................................... 26
2. Reclame.................................................................................................................................................. 26
3. Aandacht sturen...................................................................................................................................... 27
4. Copywriting............................................................................................................................................. 27
, Module 1: introductie,
verandering en het
onderbewustzijn
1.Introductie en innovatie
Neuromarketing is geen nieuwe vorm van marketing
Wetenschappelijke koppeling aan marketinginzichten die ooit zijn ontstaan
o 1900: focus op productie
o 1930: focus op product
o 1950: focus op verkoop
o 1970: focus op marketing
o 1990: focus op klantrelatie
o 2002: focus op neuromarketing
2.Het menselijke brein voor marketeers
2.1. Het brein: ratio vs. emotie
We zijn in de eerste plaats emotionele/sociale wezens
De Pepsi-Paradox
o Kijken hoe emoties onze beslissingen beïnvloeden
o Proefpersonen moesten blind cola proeven
o Pepsi kwam als favoriete cola naar boven
o Als ze zagen wat ze dronken dan kwam Coca-Cola als beste naar boven
Coca-Cola zet in op emotiebeleving
1-0 voor emotie
Ons brein wordt voorgesteld als een wortel
o Groene deel: bewustzijn/radio
Zelfbewuste ‘ik’ → bv. overloop het alfabet in je hoofd zonder de letters i en k
Stem in je hoofd
o Zwarte lijn: besef
o Oranje deel: onderbewustzijn/emotie
DNA & instinct
Ervaringen & opvoeding
Omgeving
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