Consumentenpsychologie
INLEIDING .................................................................................................................................... 7
LEERINHOUDEN ........................................................................................................................................ 7
HET CDP-MODEL........................................................................................................................... 9
HET ‘CONSUMER DECISION PROCESS MODEL’ (CDP)....................................................................................... 9
Het CDP-model (7 fasen) .................................................................................................................. 9
Fase 1: Behoefte-erkenning ........................................................................................................................................ 10
Fase 2: zoeken naar informatie ................................................................................................................................... 11
fase 3: pre-aankoop evaluatie van alternatieven ........................................................................................................ 12
fase 4: aankoop ........................................................................................................................................................... 13
fase 5: consumptie ...................................................................................................................................................... 13
fase 6: post-consumptie evaluatie .............................................................................................................................. 14
fase 7: divestment ....................................................................................................................................................... 14
HOE ORGANISATIES HET CDP-MODEL KUNNEN GEBRUIKEN?.......................................................................... 15
VARIABELEN DIE HET BESLUITVORMINGSPROCES VORMEN ............................................................................. 15
3.1 individuele verschillen .............................................................................................................. 15
3.2 Omgevingsverscillen................................................................................................................. 16
psychologische processen .............................................................................................................. 16
TYPES BESLISSINGSPROCES ....................................................................................................................... 16
initiële aankoop .............................................................................................................................. 16
zich herhalende aankopen ............................................................................................................. 16
impulsief kopen .............................................................................................................................. 17
‘variety seeking’ ............................................................................................................................. 17
FACTOREN DIE DE MATE VAN PROBLEM-SOLVING BEÏNVLOEDEN ..................................................................... 17
mate van betrokkenheid ................................................................................................................ 17
gepercipieerde differentiatie tussen alternatieven ........................................................................ 18
beschikbare tijd .............................................................................................................................. 18
gemoedstoestand consument ........................................................................................................ 18
DIAGNOSTIEK VAN HET BESLISSINGSPROCES ................................................................................................ 18
behoefte-erkenning ........................................................................................................................ 18
zoeken van informatie .................................................................................................................... 18
pre-aankoop evaluatie van alternatieven ...................................................................................... 18
aankoop.......................................................................................................................................... 18
consumptie ..................................................................................................................................... 19
post-consumpite evaluatie ............................................................................................................. 19
divestment...................................................................................................................................... 19
ARTIKEL LESDEEL 0: THE IMPACT OF PRIVATE VERSUS PUBLIC CONSUMPTION ON VARIETY-SEEKING
BEHAVIOR .................................................................................................................................. 20
INTRODUCTION ...................................................................................................................................... 20
1. interpersonal influences on variety-seeking behavior............................................................... 20
research question........................................................................................................................................................ 20
hypotheses .................................................................................................................................................................. 20
2. Influences of individual differences on variety seeking behavior .............................................. 21
1
, 3. influence of beliefs on variety-seeking behavior........................................................................ 21
4. Influence of situational cues on variety-seeking behavior ........................................................ 21
METHOD ............................................................................................................................................... 21
study 1 ............................................................................................................................................ 21
introduction ................................................................................................................................................................ 21
method ........................................................................................................................................................................ 21
results.......................................................................................................................................................................... 22
discussion .................................................................................................................................................................... 22
study 2 ............................................................................................................................................ 22
introduction ................................................................................................................................................................ 22
method ........................................................................................................................................................................ 22
results.......................................................................................................................................................................... 23
discussion .................................................................................................................................................................... 23
study 3 ............................................................................................................................................ 24
introduction ................................................................................................................................................................ 24
method ........................................................................................................................................................................ 24
results.......................................................................................................................................................................... 24
discussion .................................................................................................................................................................... 25
general discussion .......................................................................................................................... 25
PRE-AANKOOPPROCESSEN: BEHOEFTE-ERKENNING, ZOEKEN EN EVALUATIE ................................ 27
BEHOEFTE-ERKENNING ............................................................................................................................ 27
behoefte-erkenningsproces ............................................................................................................ 27
belang behoefte-erkenning (3)....................................................................................................... 28
hoe kunnen bedrijven behoefte-erkenning activeren?................................................................... 28
casus: IPod .................................................................................................................................................................. 28
casus: zelfrijdende (‘smart’) kinderwagen .................................................................................................................. 28
casus: nieuwe snufjes aan uw lijf ................................................................................................................................ 28
casus: calcium ............................................................................................................................................................. 28
generieke behoefte-erkenning .................................................................................................................................... 29
selectieve behoefte-erkenning ................................................................................................................................... 29
behoefte-activiering: beïnvloedende factoren (6) .......................................................................... 29
consumer preference for status symbolism of clothing: the case of the Czech Republic ........................................... 30
ZOEKEN ................................................................................................................................................ 30
intern zoeken: determinanten (4) .................................................................................................. 30
extern zoeken ................................................................................................................................. 31
soorten extern zoeken (2) ........................................................................................................................................... 31
waarom extern zoeken? (3) ........................................................................................................................................ 31
waarnaar zoeken? ....................................................................................................................................................... 31
waar zoeken? (4) ......................................................................................................................................................... 31
hoeveel zoeken: determinatnen (4) ............................................................................................................................ 32
relatie tussen mate van zoeken en type besluitvorming ............................................................................................ 32
implicaties bedrijfspraktijk (5) ........................................................................................................ 33
meten van zoeken: methoden (4) .................................................................................................. 33
PRE-AANKOOP EVALUATIE ........................................................................................................................ 33
construeren van de consideratie-set .............................................................................................. 34
hoe trachten bedrijven opgenomen te worden in de consideratie-set?..................................................................... 34
evalueren van alternatieven (2) ..................................................................................................... 34
steunen op bestaande evaluaties ............................................................................................................................... 34
nieuwe evaluaties construeren ................................................................................................................................... 34
2
, hoe goed zijn consumenten in pre-aankoop evaluatie .................................................................. 37
ARTIKEL LESDEEL 1: NEED FOR COGNITIVE CLOSURE AND INFORMATION SEARCH STRATEGY ....... 38
ARTIKEL LESDEEL 1: THE INFLUENCE OF NEED OF CLOSURE ON CONSUMER’S CHOICE BEHAVIOUR 39
INTRODUCTION ...................................................................................................................................... 39
consumenten met een hoge nFC .................................................................................................... 39
lage need for closure ...................................................................................................................... 40
VROEGER ONDERZOEK....................................................................................................................... 40
METHODE .......................................................................................................................................... 40
hypothese 1: beslissingstijd ............................................................................................................ 41
Hypothese 2: zoeken van informatie .............................................................................................. 42
Hypothese 3: effectiviteit van informatie zoektocht ...................................................................... 42
Hypothese 4: gebruik van informatie ............................................................................................. 42
Hypothese 5: Gebruik van beslissingsregels................................................................................... 42
Hypothese 6: Geheugen ................................................................................................................. 42
hypothese 7: Zekerheid .................................................................................................................. 43
Hypothese 8: openheid voor overreding ........................................................................................ 43
SAMENVATTING RESULTATEN .................................................................................................................... 43
hoge nfc .......................................................................................................................................... 43
IMPLICATIES........................................................................................................................................... 43
BEPERKINGEN ........................................................................................................................................ 43
VERDER ONDERZOEK ............................................................................................................................... 44
DE AANKOOP ............................................................................................................................. 45
GAAN WE KOPEN OF NIET? ....................................................................................................................... 45
Determinanten koopbeslissing (3).................................................................................................. 45
soorten koopintentie (3) ................................................................................................................. 46
volledig geplande aankoop ......................................................................................................................................... 46
Partieel geplande aankoop ......................................................................................................................................... 46
ongeplande aankoop................................................................................................................................................... 46
WANNEER KOPEN? ................................................................................................................................. 46
WAT GAAN WE KOPEN?........................................................................................................................... 46
waarom winkelen mensen ............................................................................................................. 47
WAAR KOPEN? ...................................................................................................................................... 48
Vroegere ervaringen ...................................................................................................................... 48
individuele kenmerken ................................................................................................................... 48
koopkenmerken.............................................................................................................................. 48
winkel-imago .................................................................................................................................. 48
evaluatieve criteria/deternminanten winkelsucces (10) ................................................................ 48
ligging/locatie .............................................................................................................................................................. 49
assortiment ................................................................................................................................................................. 49
prijs ............................................................................................................................................................................. 49
reclame ....................................................................................................................................................................... 50
verkoopspersoneel ...................................................................................................................................................... 50
aangeboden diensten.................................................................................................................................................. 50
fysieke winkelkenmerken ............................................................................................................................................ 50
winkelclieënteel .......................................................................................................................................................... 51
3
, ‘P.O.P. materiaal’ ........................................................................................................................................................ 51
logistiek ....................................................................................................................................................................... 51
HOE BETALEN?....................................................................................................................................... 52
HET VERANDERENDE ‘RETAIL’ LANDSCHAP .................................................................................................. 52
locatie gebaseerde retailing ........................................................................................................... 52
direct markteing (5)........................................................................................................................ 52
direct selling ................................................................................................................................................................ 52
direct mail ads ............................................................................................................................................................. 52
direct mail catalogus ................................................................................................................................................... 53
telemarkteing .............................................................................................................................................................. 53
direct response ads ..................................................................................................................................................... 53
e-commerce.................................................................................................................................... 53
m-commerce .................................................................................................................................. 54
MIDDELEN VAN DE CONSUMENT ............................................................................................................... 54
geld- en tijdsbudget ....................................................................................................................... 54
cognitieve middelen ....................................................................................................................... 55
aandacht ..................................................................................................................................................................... 55
ARTIKEL LESDEEL 2: CUSTOMER LOYALTY IN E-COMMERCE: AN EXPLOARTION OF ITS ANTECEDENTS
AND CONSEQUENCES ................................................................................................................. 56
POST-AANKOOPPROCESSEN: CONSUMPTIE, POST-CONSUMPTIE EVALUATIE EN ‘DIVESTMENT’.... 58
CONSUMPTIE ......................................................................................................................................... 59
CONSUMPTIEGEDRAGINGEN (4) .................................................................................................... 59
wanneer consumeren? ............................................................................................................................................... 59
waar consumeren ....................................................................................................................................................... 59
hoe wordt het product geconsumeerd? ..................................................................................................................... 59
Hoeveel wordt er geconsumeerd? .............................................................................................................................. 60
interpretatie van de consumptie-ervaring: determinanten (4) ...................................................... 61
hoe voelt het? ............................................................................................................................................................. 61
hoe belonend of straffend was de ervaring? (3) ......................................................................................................... 61
werden de verwachtingen ge(dis)confirmeerd? ......................................................................................................... 62
stemming (‘mood’) ...................................................................................................................................................... 62
normen en rituelen ......................................................................................................................... 62
compulsieve consumptie ................................................................................................................ 62
vormen van compulsieve consumptie ........................................................................................................................ 62
verklaringen voor conpulsieve consumptie ................................................................................................................ 63
etnografische technieken en consumptie....................................................................................... 63
etnografische technieken ............................................................................................................................................ 63
eenmalige consumptie ................................................................................................................... 63
POST-CONSUMPTIE EVALUATIES ................................................................................................................ 64
meten van klantensatisfactie ......................................................................................................... 64
american customer satisfaction index (ACSI) (USA) .................................................................................................... 64
belang van consumentesatisfactie (6) ........................................................................................... 64
het beïnvloedt ans op heraankoop ............................................................................................................................. 64
het beïnvloedt ‘word-of-mouth’ en ‘word-of-mouse’ communicatie ......................................................................... 64
dissatisfactie kan leiden tot klachten en rechtzaken .................................................................................................. 65
satisfactie vermindert de prijssensitiviteit van consumenten..................................................................................... 65
het geeft implicaties voor klantenrecrutering............................................................................................................. 66
het beïnvloedt de bedrijfsperformantie & -waarden .................................................................................................. 66
deternminanten van klantensatisfactie (3) .................................................................................... 66
4
INLEIDING .................................................................................................................................... 7
LEERINHOUDEN ........................................................................................................................................ 7
HET CDP-MODEL........................................................................................................................... 9
HET ‘CONSUMER DECISION PROCESS MODEL’ (CDP)....................................................................................... 9
Het CDP-model (7 fasen) .................................................................................................................. 9
Fase 1: Behoefte-erkenning ........................................................................................................................................ 10
Fase 2: zoeken naar informatie ................................................................................................................................... 11
fase 3: pre-aankoop evaluatie van alternatieven ........................................................................................................ 12
fase 4: aankoop ........................................................................................................................................................... 13
fase 5: consumptie ...................................................................................................................................................... 13
fase 6: post-consumptie evaluatie .............................................................................................................................. 14
fase 7: divestment ....................................................................................................................................................... 14
HOE ORGANISATIES HET CDP-MODEL KUNNEN GEBRUIKEN?.......................................................................... 15
VARIABELEN DIE HET BESLUITVORMINGSPROCES VORMEN ............................................................................. 15
3.1 individuele verschillen .............................................................................................................. 15
3.2 Omgevingsverscillen................................................................................................................. 16
psychologische processen .............................................................................................................. 16
TYPES BESLISSINGSPROCES ....................................................................................................................... 16
initiële aankoop .............................................................................................................................. 16
zich herhalende aankopen ............................................................................................................. 16
impulsief kopen .............................................................................................................................. 17
‘variety seeking’ ............................................................................................................................. 17
FACTOREN DIE DE MATE VAN PROBLEM-SOLVING BEÏNVLOEDEN ..................................................................... 17
mate van betrokkenheid ................................................................................................................ 17
gepercipieerde differentiatie tussen alternatieven ........................................................................ 18
beschikbare tijd .............................................................................................................................. 18
gemoedstoestand consument ........................................................................................................ 18
DIAGNOSTIEK VAN HET BESLISSINGSPROCES ................................................................................................ 18
behoefte-erkenning ........................................................................................................................ 18
zoeken van informatie .................................................................................................................... 18
pre-aankoop evaluatie van alternatieven ...................................................................................... 18
aankoop.......................................................................................................................................... 18
consumptie ..................................................................................................................................... 19
post-consumpite evaluatie ............................................................................................................. 19
divestment...................................................................................................................................... 19
ARTIKEL LESDEEL 0: THE IMPACT OF PRIVATE VERSUS PUBLIC CONSUMPTION ON VARIETY-SEEKING
BEHAVIOR .................................................................................................................................. 20
INTRODUCTION ...................................................................................................................................... 20
1. interpersonal influences on variety-seeking behavior............................................................... 20
research question........................................................................................................................................................ 20
hypotheses .................................................................................................................................................................. 20
2. Influences of individual differences on variety seeking behavior .............................................. 21
1
, 3. influence of beliefs on variety-seeking behavior........................................................................ 21
4. Influence of situational cues on variety-seeking behavior ........................................................ 21
METHOD ............................................................................................................................................... 21
study 1 ............................................................................................................................................ 21
introduction ................................................................................................................................................................ 21
method ........................................................................................................................................................................ 21
results.......................................................................................................................................................................... 22
discussion .................................................................................................................................................................... 22
study 2 ............................................................................................................................................ 22
introduction ................................................................................................................................................................ 22
method ........................................................................................................................................................................ 22
results.......................................................................................................................................................................... 23
discussion .................................................................................................................................................................... 23
study 3 ............................................................................................................................................ 24
introduction ................................................................................................................................................................ 24
method ........................................................................................................................................................................ 24
results.......................................................................................................................................................................... 24
discussion .................................................................................................................................................................... 25
general discussion .......................................................................................................................... 25
PRE-AANKOOPPROCESSEN: BEHOEFTE-ERKENNING, ZOEKEN EN EVALUATIE ................................ 27
BEHOEFTE-ERKENNING ............................................................................................................................ 27
behoefte-erkenningsproces ............................................................................................................ 27
belang behoefte-erkenning (3)....................................................................................................... 28
hoe kunnen bedrijven behoefte-erkenning activeren?................................................................... 28
casus: IPod .................................................................................................................................................................. 28
casus: zelfrijdende (‘smart’) kinderwagen .................................................................................................................. 28
casus: nieuwe snufjes aan uw lijf ................................................................................................................................ 28
casus: calcium ............................................................................................................................................................. 28
generieke behoefte-erkenning .................................................................................................................................... 29
selectieve behoefte-erkenning ................................................................................................................................... 29
behoefte-activiering: beïnvloedende factoren (6) .......................................................................... 29
consumer preference for status symbolism of clothing: the case of the Czech Republic ........................................... 30
ZOEKEN ................................................................................................................................................ 30
intern zoeken: determinanten (4) .................................................................................................. 30
extern zoeken ................................................................................................................................. 31
soorten extern zoeken (2) ........................................................................................................................................... 31
waarom extern zoeken? (3) ........................................................................................................................................ 31
waarnaar zoeken? ....................................................................................................................................................... 31
waar zoeken? (4) ......................................................................................................................................................... 31
hoeveel zoeken: determinatnen (4) ............................................................................................................................ 32
relatie tussen mate van zoeken en type besluitvorming ............................................................................................ 32
implicaties bedrijfspraktijk (5) ........................................................................................................ 33
meten van zoeken: methoden (4) .................................................................................................. 33
PRE-AANKOOP EVALUATIE ........................................................................................................................ 33
construeren van de consideratie-set .............................................................................................. 34
hoe trachten bedrijven opgenomen te worden in de consideratie-set?..................................................................... 34
evalueren van alternatieven (2) ..................................................................................................... 34
steunen op bestaande evaluaties ............................................................................................................................... 34
nieuwe evaluaties construeren ................................................................................................................................... 34
2
, hoe goed zijn consumenten in pre-aankoop evaluatie .................................................................. 37
ARTIKEL LESDEEL 1: NEED FOR COGNITIVE CLOSURE AND INFORMATION SEARCH STRATEGY ....... 38
ARTIKEL LESDEEL 1: THE INFLUENCE OF NEED OF CLOSURE ON CONSUMER’S CHOICE BEHAVIOUR 39
INTRODUCTION ...................................................................................................................................... 39
consumenten met een hoge nFC .................................................................................................... 39
lage need for closure ...................................................................................................................... 40
VROEGER ONDERZOEK....................................................................................................................... 40
METHODE .......................................................................................................................................... 40
hypothese 1: beslissingstijd ............................................................................................................ 41
Hypothese 2: zoeken van informatie .............................................................................................. 42
Hypothese 3: effectiviteit van informatie zoektocht ...................................................................... 42
Hypothese 4: gebruik van informatie ............................................................................................. 42
Hypothese 5: Gebruik van beslissingsregels................................................................................... 42
Hypothese 6: Geheugen ................................................................................................................. 42
hypothese 7: Zekerheid .................................................................................................................. 43
Hypothese 8: openheid voor overreding ........................................................................................ 43
SAMENVATTING RESULTATEN .................................................................................................................... 43
hoge nfc .......................................................................................................................................... 43
IMPLICATIES........................................................................................................................................... 43
BEPERKINGEN ........................................................................................................................................ 43
VERDER ONDERZOEK ............................................................................................................................... 44
DE AANKOOP ............................................................................................................................. 45
GAAN WE KOPEN OF NIET? ....................................................................................................................... 45
Determinanten koopbeslissing (3).................................................................................................. 45
soorten koopintentie (3) ................................................................................................................. 46
volledig geplande aankoop ......................................................................................................................................... 46
Partieel geplande aankoop ......................................................................................................................................... 46
ongeplande aankoop................................................................................................................................................... 46
WANNEER KOPEN? ................................................................................................................................. 46
WAT GAAN WE KOPEN?........................................................................................................................... 46
waarom winkelen mensen ............................................................................................................. 47
WAAR KOPEN? ...................................................................................................................................... 48
Vroegere ervaringen ...................................................................................................................... 48
individuele kenmerken ................................................................................................................... 48
koopkenmerken.............................................................................................................................. 48
winkel-imago .................................................................................................................................. 48
evaluatieve criteria/deternminanten winkelsucces (10) ................................................................ 48
ligging/locatie .............................................................................................................................................................. 49
assortiment ................................................................................................................................................................. 49
prijs ............................................................................................................................................................................. 49
reclame ....................................................................................................................................................................... 50
verkoopspersoneel ...................................................................................................................................................... 50
aangeboden diensten.................................................................................................................................................. 50
fysieke winkelkenmerken ............................................................................................................................................ 50
winkelclieënteel .......................................................................................................................................................... 51
3
, ‘P.O.P. materiaal’ ........................................................................................................................................................ 51
logistiek ....................................................................................................................................................................... 51
HOE BETALEN?....................................................................................................................................... 52
HET VERANDERENDE ‘RETAIL’ LANDSCHAP .................................................................................................. 52
locatie gebaseerde retailing ........................................................................................................... 52
direct markteing (5)........................................................................................................................ 52
direct selling ................................................................................................................................................................ 52
direct mail ads ............................................................................................................................................................. 52
direct mail catalogus ................................................................................................................................................... 53
telemarkteing .............................................................................................................................................................. 53
direct response ads ..................................................................................................................................................... 53
e-commerce.................................................................................................................................... 53
m-commerce .................................................................................................................................. 54
MIDDELEN VAN DE CONSUMENT ............................................................................................................... 54
geld- en tijdsbudget ....................................................................................................................... 54
cognitieve middelen ....................................................................................................................... 55
aandacht ..................................................................................................................................................................... 55
ARTIKEL LESDEEL 2: CUSTOMER LOYALTY IN E-COMMERCE: AN EXPLOARTION OF ITS ANTECEDENTS
AND CONSEQUENCES ................................................................................................................. 56
POST-AANKOOPPROCESSEN: CONSUMPTIE, POST-CONSUMPTIE EVALUATIE EN ‘DIVESTMENT’.... 58
CONSUMPTIE ......................................................................................................................................... 59
CONSUMPTIEGEDRAGINGEN (4) .................................................................................................... 59
wanneer consumeren? ............................................................................................................................................... 59
waar consumeren ....................................................................................................................................................... 59
hoe wordt het product geconsumeerd? ..................................................................................................................... 59
Hoeveel wordt er geconsumeerd? .............................................................................................................................. 60
interpretatie van de consumptie-ervaring: determinanten (4) ...................................................... 61
hoe voelt het? ............................................................................................................................................................. 61
hoe belonend of straffend was de ervaring? (3) ......................................................................................................... 61
werden de verwachtingen ge(dis)confirmeerd? ......................................................................................................... 62
stemming (‘mood’) ...................................................................................................................................................... 62
normen en rituelen ......................................................................................................................... 62
compulsieve consumptie ................................................................................................................ 62
vormen van compulsieve consumptie ........................................................................................................................ 62
verklaringen voor conpulsieve consumptie ................................................................................................................ 63
etnografische technieken en consumptie....................................................................................... 63
etnografische technieken ............................................................................................................................................ 63
eenmalige consumptie ................................................................................................................... 63
POST-CONSUMPTIE EVALUATIES ................................................................................................................ 64
meten van klantensatisfactie ......................................................................................................... 64
american customer satisfaction index (ACSI) (USA) .................................................................................................... 64
belang van consumentesatisfactie (6) ........................................................................................... 64
het beïnvloedt ans op heraankoop ............................................................................................................................. 64
het beïnvloedt ‘word-of-mouth’ en ‘word-of-mouse’ communicatie ......................................................................... 64
dissatisfactie kan leiden tot klachten en rechtzaken .................................................................................................. 65
satisfactie vermindert de prijssensitiviteit van consumenten..................................................................................... 65
het geeft implicaties voor klantenrecrutering............................................................................................................. 66
het beïnvloedt de bedrijfsperformantie & -waarden .................................................................................................. 66
deternminanten van klantensatisfactie (3) .................................................................................... 66
4
