Samenvatting Consumentengedrag college 4

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Samenvatting Consumentengedrag college 4

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Consumentengedrag 2 Titel: Basisboek Neuromarketing Auteur: Eveline van Zeeland Druk: 1e Jaar van uitgaven: 2016 ISBN: ISBN9789046905180 Pagina’s: 269 pagina’s Hoofdstuk 2 (2.3 tm. 2.6)

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College 4: Hoofdstuk 2 (2.3 tm. 2.6)

Waarom neuromarketing?
 Rol van onbewuste
 Rol van emotie
 Rol van het geheugen

Rol van emotie:
Wat is emotie?
 Reactie op interne of externe prikkel
 Emoties brengen actiebereidheid voort:
 Toenaderingsgerichte motivatie
 Verwijderingsgerichte motivatie
 Primaire versus secundaire emoties
 Basisemoties zijn universeel
Emoties kleuren onze beoordelingen

Primaire emoties:
 Happy
 Sad
 Fear
 Anger
 Surprise
 Disgust

Damasio’s somatic marker hypothesis (= Somatische Stempel):
Een fysiologische reactie zoals het verstrakken van de spieren, het krijgen van kippenvel of vochtige
handen, die aan bepaalde emotionele gebeurtenissen is gekoppeld. De theorie geeft aan hoe
emoties de beslissingen die in het dagelijks leven worden genomen kunnen beïnvloeden.

 Prikkel
 Automatische lichamelijke reactie
 Deze reactie drukt een stempel op de beoordeling van de prikkel
 Emotie

Rol van het geheugen:
 Het geheugen als een archiefkast
 Korte- en langetermijngeheugen
 Ease of retrieval

Marktonderzoekstechnieken:
Consument:
 Behavioristische meettechnieken
 Psychofysiologische meettechnieken (neuro)
 Verbale meettechnieken

Soorten marktonderzoek:
 Behavioristische meettechnieken Doen
 Wel: Meten van feitelijk gedrag
 Niet: Mens is een blackbox
 Verbale meettechnieken Denken

Connected book

Eveline van Zeeland Basisboek neuromarketing

Publisher: mei 2016 ISBN: 9789046905180 Edition: 1

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Study: Commerciële Economie
Summarized whole book?: No
Which chapters are summarized?: H2
Uploaded on: March 9, 2017
Number of pages: 3
Written in: 2016/2017
Type: Summary

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