INTERDISCIPLINAIRE
CONSUMENTENTHEORIE
Pat Vyncke
,Inhoud
1. Paradigma’s ......................................................................................................................................... 4
Thomas Kuhn: the structure of scientific revolutions ......................................................................... 4
Depth psychology: the mind is a boiling barrel of unconscious drives ............................................... 4
Behaviourism: the mind is a black box ................................................................................................ 5
The cognitive revolution: the mind is a computer (cognitief paradigma) .......................................... 5
Semiotics: the mind is a meaning manager ........................................................................................ 6
Evolutionary psychology: the mind is the product of evolution by natural selection ........................ 7
Behavioural economics: the mind is a cognitive miser ....................................................................... 8
Why we need research: the case of the hidden persuaders ............................................................... 8
Implications for communication managers....................................................................................... 11
2. Human nature: The standard social science model .......................................................................... 12
The cognitive, affective and conative dimensions underlying human behavior............................... 12
Associative network, semantic differentials, and means-end-chains ............................................... 13
The core concept: goals..................................................................................................................... 13
Economic and social deliberations .................................................................................................... 14
Synthesis: a SSSM of human/consumer behaviour and advertising processing ............................... 15
3. Consumer goals, values and emotions: an introduction to evolutionary psychology ...................... 16
The goal concept: the classic inventories of Freud, Rokeach & Maslow revisited ........................... 16
Evolutionary psychology: from bodily to mental organs .................................................................. 17
Evolutionary psychology: core ideas and some misunderstandings ................................................. 17
The evolutionarily psychological model versus the SSSM............................................................. 18
The Universal Goal Model: the ultimate consumer goals ................................................................. 21
The Universal Value Model: the economic value dimension ............................................................ 21
The aesthetic value dimension: aesthetic feelings as predictive precursors of the UVM ................ 24
Evolutionaire aesthetics ................................................................................................................ 25
The ethic value dimension: moral feelings as social correctors of the UVM .................................... 25
A note on happiness: positive psychology and the UGM/UVM ........................................................ 26
A note on identity: schizophrenic by nature: our 8 fundamental consumer subselves ................... 26
A note on emotions as super regulators ........................................................................................... 27
A note on memory: what is worth remembering? ........................................................................... 29
Implications for communication managers....................................................................................... 29
4. Perception: the biology of cues and signals ...................................................................................... 30
James J. Gibson: ecological psychology............................................................................................. 30
Jakob Von Uexküll: umweltlehre ....................................................................................................... 30
Geoffrey Miller: from cues to fitness cues ........................................................................................ 31
1
, The brain as a fitness affordance management system.................................................................... 32
Supernormal stimuli: the hedonic dimension of consumption in overdrive .................................... 33
Costly signals: the symbolic dimension of consumption in overdrive .............................................. 33
Implications for communication managers....................................................................................... 34
5. From information processing to meaning making: an introduction to semiotics ............................. 35
From information processing to meaning making ............................................................................ 35
From cues to gestalts to words: from nonverbal to verbal meaning making ................................... 35
Cues lezen: lezen wij cues zoals dieren doen? .............................................................................. 35
Het evolutionaire voordeel van cues te combineren tot Gestalts ................................................ 35
Van non-verbale naar verbale betekenismaking........................................................................... 35
Some remarkable aspects of cue reading ......................................................................................... 36
Semiotics: the science of signs and meaning processes (semiosis) .................................................. 37
The double nature of signs ............................................................................................................ 37
Indices, icons & symbols.................................................................................................................... 39
Van teken types naar vormen van semiose .................................................................................. 39
Van vormen van semiose naar levels van semiose ....................................................................... 39
Een evolutionair perspectief ......................................................................................................... 41
Archetypes and stereotypes: on natural and cultural iconic Gestalts .............................................. 42
From archetypes and stereotypes to stories..................................................................................... 46
Implications for communication managers....................................................................................... 46
6. Consumer decision making: An introduction to behavioural economics ......................................... 49
The SSSM of consumer decision making revisited: the rational consumer ...................................... 49
Dual systems theory .......................................................................................................................... 50
Precursors of multiple-systems thinking ....................................................................................... 50
System 1 and system 2 .................................................................................................................. 50
More than decision making ........................................................................................................... 50
Heuristic decision making: the intuitive consumer ........................................................................... 50
Personal habits .............................................................................................................................. 50
Universal cognitive biases (voorbeelden in PPT)........................................................................... 51
Rationality or irrationality ............................................................................................................. 52
From 2 to 3 decision systems in the consumer mind .................................................................... 53
Implications for communication managers....................................................................................... 54
7. Models of advertising processing ...................................................................................................... 55
The classic models of advertising processing .................................................................................... 55
The great step forward: dual processing models .............................................................................. 56
Elaboration Likelihood Model ....................................................................................................... 56
2
, The logic behind the peripheral route........................................................................................... 56
The scanning/focusing model ....................................................................................................... 58
A general model of information processing .................................................................................. 59
The Heuristic/Systematic model ................................................................................................... 59
Parallels and differences between the three models ................................................................... 60
Implications for communication managers....................................................................................... 60
8. Towards a typology of advertising strategies.................................................................................... 61
From classic to contemporary thinking about the consumer brain .................................................. 61
The ELM: the paradigmatic shift within classic consumer psychology ............................................. 61
System 1 & system 2: the paradigmatic shift within classic consumer economics .......................... 62
The triple consumer mind & the three prototypical branding strategies ......................................... 63
Synthesis: the triune consumer brain ............................................................................................... 64
The importance of a good theory and of good research .................................................................. 64
9. Market and consumer research methods ......................................................................................... 65
Market and consumer research ........................................................................................................ 65
Klassieke technieken ......................................................................................................................... 65
Behavioral economics / A/B-testing .................................................................................................. 66
Neuromarketing – psychological measures ...................................................................................... 67
3
CONSUMENTENTHEORIE
Pat Vyncke
,Inhoud
1. Paradigma’s ......................................................................................................................................... 4
Thomas Kuhn: the structure of scientific revolutions ......................................................................... 4
Depth psychology: the mind is a boiling barrel of unconscious drives ............................................... 4
Behaviourism: the mind is a black box ................................................................................................ 5
The cognitive revolution: the mind is a computer (cognitief paradigma) .......................................... 5
Semiotics: the mind is a meaning manager ........................................................................................ 6
Evolutionary psychology: the mind is the product of evolution by natural selection ........................ 7
Behavioural economics: the mind is a cognitive miser ....................................................................... 8
Why we need research: the case of the hidden persuaders ............................................................... 8
Implications for communication managers....................................................................................... 11
2. Human nature: The standard social science model .......................................................................... 12
The cognitive, affective and conative dimensions underlying human behavior............................... 12
Associative network, semantic differentials, and means-end-chains ............................................... 13
The core concept: goals..................................................................................................................... 13
Economic and social deliberations .................................................................................................... 14
Synthesis: a SSSM of human/consumer behaviour and advertising processing ............................... 15
3. Consumer goals, values and emotions: an introduction to evolutionary psychology ...................... 16
The goal concept: the classic inventories of Freud, Rokeach & Maslow revisited ........................... 16
Evolutionary psychology: from bodily to mental organs .................................................................. 17
Evolutionary psychology: core ideas and some misunderstandings ................................................. 17
The evolutionarily psychological model versus the SSSM............................................................. 18
The Universal Goal Model: the ultimate consumer goals ................................................................. 21
The Universal Value Model: the economic value dimension ............................................................ 21
The aesthetic value dimension: aesthetic feelings as predictive precursors of the UVM ................ 24
Evolutionaire aesthetics ................................................................................................................ 25
The ethic value dimension: moral feelings as social correctors of the UVM .................................... 25
A note on happiness: positive psychology and the UGM/UVM ........................................................ 26
A note on identity: schizophrenic by nature: our 8 fundamental consumer subselves ................... 26
A note on emotions as super regulators ........................................................................................... 27
A note on memory: what is worth remembering? ........................................................................... 29
Implications for communication managers....................................................................................... 29
4. Perception: the biology of cues and signals ...................................................................................... 30
James J. Gibson: ecological psychology............................................................................................. 30
Jakob Von Uexküll: umweltlehre ....................................................................................................... 30
Geoffrey Miller: from cues to fitness cues ........................................................................................ 31
1
, The brain as a fitness affordance management system.................................................................... 32
Supernormal stimuli: the hedonic dimension of consumption in overdrive .................................... 33
Costly signals: the symbolic dimension of consumption in overdrive .............................................. 33
Implications for communication managers....................................................................................... 34
5. From information processing to meaning making: an introduction to semiotics ............................. 35
From information processing to meaning making ............................................................................ 35
From cues to gestalts to words: from nonverbal to verbal meaning making ................................... 35
Cues lezen: lezen wij cues zoals dieren doen? .............................................................................. 35
Het evolutionaire voordeel van cues te combineren tot Gestalts ................................................ 35
Van non-verbale naar verbale betekenismaking........................................................................... 35
Some remarkable aspects of cue reading ......................................................................................... 36
Semiotics: the science of signs and meaning processes (semiosis) .................................................. 37
The double nature of signs ............................................................................................................ 37
Indices, icons & symbols.................................................................................................................... 39
Van teken types naar vormen van semiose .................................................................................. 39
Van vormen van semiose naar levels van semiose ....................................................................... 39
Een evolutionair perspectief ......................................................................................................... 41
Archetypes and stereotypes: on natural and cultural iconic Gestalts .............................................. 42
From archetypes and stereotypes to stories..................................................................................... 46
Implications for communication managers....................................................................................... 46
6. Consumer decision making: An introduction to behavioural economics ......................................... 49
The SSSM of consumer decision making revisited: the rational consumer ...................................... 49
Dual systems theory .......................................................................................................................... 50
Precursors of multiple-systems thinking ....................................................................................... 50
System 1 and system 2 .................................................................................................................. 50
More than decision making ........................................................................................................... 50
Heuristic decision making: the intuitive consumer ........................................................................... 50
Personal habits .............................................................................................................................. 50
Universal cognitive biases (voorbeelden in PPT)........................................................................... 51
Rationality or irrationality ............................................................................................................. 52
From 2 to 3 decision systems in the consumer mind .................................................................... 53
Implications for communication managers....................................................................................... 54
7. Models of advertising processing ...................................................................................................... 55
The classic models of advertising processing .................................................................................... 55
The great step forward: dual processing models .............................................................................. 56
Elaboration Likelihood Model ....................................................................................................... 56
2
, The logic behind the peripheral route........................................................................................... 56
The scanning/focusing model ....................................................................................................... 58
A general model of information processing .................................................................................. 59
The Heuristic/Systematic model ................................................................................................... 59
Parallels and differences between the three models ................................................................... 60
Implications for communication managers....................................................................................... 60
8. Towards a typology of advertising strategies.................................................................................... 61
From classic to contemporary thinking about the consumer brain .................................................. 61
The ELM: the paradigmatic shift within classic consumer psychology ............................................. 61
System 1 & system 2: the paradigmatic shift within classic consumer economics .......................... 62
The triple consumer mind & the three prototypical branding strategies ......................................... 63
Synthesis: the triune consumer brain ............................................................................................... 64
The importance of a good theory and of good research .................................................................. 64
9. Market and consumer research methods ......................................................................................... 65
Market and consumer research ........................................................................................................ 65
Klassieke technieken ......................................................................................................................... 65
Behavioral economics / A/B-testing .................................................................................................. 66
Neuromarketing – psychological measures ...................................................................................... 67
3
