Samenvatting K001419A -
Marketingethiek 2025
Inhoudsopgave
LES 1 — INTRODUCTIELES MARKETINGETHIEK .............................................................................. 7
EEN WOORDJE OVER MEZELF .......................................................................................................... 7
WAAROM ETHIEK?........................................................................................................................... 8
In mijn privéleven ......................................................................................................................... 8
In mijn professionele leven ........................................................................................................... 8
HEB IK ZELF AL IETS GEDAAN DAT NIET ETHISCH WAS? .................................................................... 8
WAT ZIJN MIJN/JOUW WAARDEN? .................................................................................................... 8
WAAROM NIET ALTIJD TROUW AAN WAARDEN? ............................................................................... 9
WAT IS ETHIEK? ............................................................................................................................... 9
WAT IS MARKETINGETHIEK? ............................................................................................................ 9
WAT GAAN JULLIE LEREN? ............................................................................................................... 9
MARKETINGETHIEK IN HET BEDRIJFSLEVEN ..................................................................................... 9
Wie beslist wat ethisch is?............................................................................................................ 9
Waarom gebeuren er toch fouten? .............................................................................................. 10
VOORBEELDEN UIT DE PRAKTIJK.................................................................................................... 10
1. VERPAKKING .......................................................................................................................... 10
1. VERPAKKING EN SOCIAL CAMPAGNE ..................................................................................... 10
2. PROMO CAMPAGNE ............................................................................................................... 10
3. LIBERALISERING MARKT ......................................................................................................... 10
4. TV-RECLAME .......................................................................................................................... 11
5. PRODUCT PLACEMENT .......................................................................................................... 11
6. CONTENT MARKETING / BANNERING ...................................................................................... 11
7. INFLUENCERS ....................................................................................................................... 11
8. MATERIALEN VOOR DOKTERS................................................................................................. 11
9. RETAIL INTRODUCTIE FEE....................................................................................................... 11
KERNTAKEAWAY LES 1 .................................................................................................................. 12
LES 2 – GASTLES TESTAANKOOP EN MISLEIDENDE RECLAME ........................................................12
DEEL 1 — DE MISSIE VAN TESTAANKOOP ....................................................................................... 12
1. OVERKOEPELEND DOEL: Opkomen voor de rechten van consumenten........................................ 13
1. CONSUMENTENRECHTEN BESCHERMEN ............................................................................... 13
2. CONSUMENTEN INFORMEREN ............................................................................................... 14
3. CONSUMENTENPROBLEMEN OPLOSSEN ............................................................................... 14
DEEL 2: TOEPASSELIJKE WETGEVING ............................................................................................. 15
1. ONEERLIJKE HANDELSPRAKTIJKEN ......................................................................................... 15
Voorbeelden uit de slides: .......................................................................................................... 16
Voorbeelden: ............................................................................................................................. 17
2. REFERENTIEPRIJS................................................................................................................... 17
De vorige prijs = ......................................................................................................................... 17
, DEEL 3: MISLEIDENDE RECLAME ................................................................................................... 19
1. CARDOEN .............................................................................................................................. 19
(a) Het “Cardoen voordeel”: korting op een irrelevante referentieprijs........................................... 19
(b) Overnamepremie als misleidend framingelement ................................................................... 20
(c) De term “superaanbieding” ................................................................................................... 20
1.2 Cardoen – Nu (aangepast ...................................................................................................... 20
2. BRUSSELS AIRLINES............................................................................................................... 21
(a) De suggestie dat je je CO₂-uitstoot kan neutraliseren via een kleine meerprijs .......................... 21
3. TICKETMASTER....................................................................................................................... 22
(a) De naam “Official Platinum Ticket” ........................................................................................ 22
(b) Gebrek aan transparantie over dynamic pricing ...................................................................... 23
(c) Exclusiviteits-illusie ............................................................................................................... 23
4. BOOKING.COM ...................................................................................................................... 23
(a) De referentieprijs klopt niet (30-dagenregel) ........................................................................... 24
(b) Bedrieglijk suggereren dat het om een unieke deal gaat ........................................................... 24
(c) Ontransparante combinatie van kortingen .............................................................................. 24
KERNINSIGHT DEEL 3................................................................................................................. 25
LES 2 — WAARHEID OF VERLEIDING? ...........................................................................................26
1. Influencers: regulering, ondersteuning en verantwoordelijkheden ............................................ 26
2. Formele ondersteuning: initiatieven voor influencers ............................................................... 27
3. Commerciële communicatie op social media .......................................................................... 27
4. Commerciële communicatie gericht op minderjarigen ............................................................. 28
5. Minderjarigen als content creators .......................................................................................... 28
6. Verbod op haatspraak ............................................................................................................ 28
7. Ongezonde voeding, alcohol en gokken in influencercommunicatie ......................................... 29
8. Waardencreatie door marketing .............................................................................................. 29
9. Doel van reclame ................................................................................................................... 29
10. Hoe overtuigt reclame? ......................................................................................................... 30
11. AD CLUTTER – Creativity is key .............................................................................................. 31
12. AD IRRITATION – Creativity is key ........................................................................................... 32
13. AD Value (Ducoffe, 1995) ...................................................................................................... 32
14. Traditonele reclame.............................................................................................................. 33
15. Geïntegreerde reclame ......................................................................................................... 33
16. Interactieve reclame ............................................................................................................. 33
16. Gepersonaliseerde reclame .................................................................................................. 34
17. Real-time aankopen ............................................................................................................. 34
Kenmerken ................................................................................................................................ 34
18. Ad Creativity ......................................................................................................................... 35
Case Red Bull — “Gives you wings” ............................................................................................ 35
19. Crossing the line? ................................................................................................................. 35
Voorbeelden .............................................................................................................................. 35
20. Maatschappelijk debat rond reclame..................................................................................... 35
Controversiële voorbeelden ....................................................................................................... 35
21. Kritiek op reclame................................................................................................................. 36
22. Kritiek op marketing (breder dan reclame).............................................................................. 36
23. PERCEPTIE VS. REALITEIT ..................................................................................................... 36
24. COLLECTIEVE EFFECTEN VAN RECLAME ............................................................................... 37
25. MATERIALISME ..................................................................................................................... 37
26. RECLAME EN MATERIALISME ................................................................................................ 37
27. SCHULDENLASTEN & LENINGRECLAME ............................................................................... 38
28. ZELF- EN LICHAAMSBEELD ................................................................................................... 38
29. RECLAME EN LICHAAMSBEELD (STUDIE) .............................................................................. 38
30. OBESITAS EN VOEDINGSGEWOONTES ................................................................................. 39
31. DAAROM… ETHIEK CRUCIAAL............................................................................................... 39
32. ZELFREGULERING – AD STANDARDS..................................................................................... 39
, 33. ICC-CODE – PROBLEEMGEBIEDEN ....................................................................................... 40
34. VERANTWOORDE RECLAME ................................................................................................. 40
35. EMPOWERED CONSUMERS & ‘GEMIDDELDE’ CONSUMENT .................................................. 41
36. Hoe kan je weerstaan aan reclame? ...................................................................................... 42
37. Weerstand tegen reclame ..................................................................................................... 42
37.2 Reclamewijsheid (Hudders et al., 2017) ............................................................................... 43
38. Reclamewijsheid als leerproces ............................................................................................ 43
39. Verwerking van reclame ........................................................................................................ 43
Central Route ............................................................................................................................ 43
Peripheral Route ........................................................................................................................ 43
40. Ethiek, regulering & zelfregulering .......................................................................................... 43
VOORDELEN van zelfregulering .................................................................................................. 43
NADELEN van zelfregulering ....................................................................................................... 44
VOORDELEN van regulering ........................................................................................................ 44
NADELEN van regulering ............................................................................................................ 44
41. EU Pledge – vorm van zelfregulering ....................................................................................... 44
42. Europese consumentenbescherming .................................................................................... 44
Les 3 – Ethisch redeneren I ...........................................................................................................45
1. Gemiddelde consument ......................................................................................................... 45
2. Low Literate Consumer (LLC) .................................................................................................. 45
3. Consumentensocialisatie ....................................................................................................... 47
4. Socialisatieagenten ................................................................................................................ 48
5. Consumentencompetenties ................................................................................................... 48
6. Kritiek op socialisatietheorie ................................................................................................... 48
7. Spanningsveld rond (zelf)regulering ......................................................................................... 48
8. Wat is ethiek?......................................................................................................................... 49
9. Ethische dilemma’s ................................................................................................................ 49
10. Wetten blind volgen? ............................................................................................................ 49
11. Belang van ethisch redeneren ............................................................................................... 49
11.4 Ethische dilemma’s ............................................................................................................ 50
Vier typische dilemma-paradigma’s: ........................................................................................... 50
12. Ethische besluitvorming........................................................................................................ 50
13. Waarom ethische theorieën nodig zijn ................................................................................... 51
14. Deontologie (Kant) ................................................................................................................ 51
15. Utilitarisme (Bentham, Mill, Singer) ....................................................................................... 53
16. Deontologie vs utilitarisme — vergelijking .............................................................................. 54
17. Deugdenethiek ..................................................................................................................... 54
18. Contracttheorie .................................................................................................................... 55
Voorbeeld .................................................................................................................................. 56
19. Contracttheorie & Online Privacy .......................................................................................... 56
20. Kritiek op contracttheorie...................................................................................................... 56
21. Ethics of Care ....................................................................................................................... 56
Voorbeeld .................................................................................................................................. 57
22. Intuïtief ethisch redeneren .................................................................................................... 57
Voorbeeld .................................................................................................................................. 57
23. Fast & Slow Thinking (Kahneman) .......................................................................................... 57
Ethiek-link ................................................................................................................................. 58
24. Bounded Rationality ............................................................................................................. 58
Voorbeeld .................................................................................................................................. 58
25. Relatie tussen fast & slow thinking ........................................................................................ 58
26. Intuïtie vs. logisch redeneren (Haidt) ..................................................................................... 58
27. Eigenbelang ......................................................................................................................... 59
28. Waarom is eigenbelang complex? ......................................................................................... 59
29. Ozempic-case ...................................................................................................................... 60
30. Data Ethics – kernidee .......................................................................................................... 60
, 31. Data Ethics Issues ................................................................................................................ 60
32. Vier kernprincipes van Data Ethics ........................................................................................ 61
33. Perceptie van ethisch te zijn .................................................................................................. 61
34. Cognitieve misvattingen (heuristics & biases) ........................................................................ 62
Omission bias ............................................................................................................................ 63
Commission bias ....................................................................................................................... 63
35. Ethische intuïties .................................................................................................................. 63
36. Ethisch gedrag: spanning tussen normen en egoïsme............................................................. 64
Overzichtschema – Ethische Theoretische Benaderingen ................................................................ 65
1. Deontologie (plichtenethiek – Kant) ......................................................................................... 65
2. Utilitarisme (gevolgenethiek)................................................................................................... 65
3. Deugdenethiek (karakterethiek – Aristoteles) ........................................................................... 65
4. Contracttheorie (Rawls – rechtvaardigheid) ............................................................................. 66
5. Ethics of Care (relationele ethiek – Gilligan) ............................................................................. 66
Vergelijking in één tabel ...............................................................................................................67
Krachtige meta-samenvatting ..................................................................................................... 67
Les 4 – Ethisch redeneren II ..........................................................................................................68
1. Weight-of-Reasons (WoR) Framework – overzicht .................................................................... 68
2. Het WoR-framework als “common sense” denkkader .............................................................. 69
3. Ethische theorieën achter het WoR-framework ........................................................................ 70
4. Vragen die doorheen het WoR-framework lopen ...................................................................... 71
5. Stap 1 – Identify the issue........................................................................................................ 71
6. Stap 2 – Getting the facts ........................................................................................................ 72
7. Stap 3 – Identifying options for action ...................................................................................... 73
8. Stap 4 – Assessing the consequences ..................................................................................... 73
9. Stap 5 – Applying principles..................................................................................................... 75
10. Stap 6 – Taking a course of action .......................................................................................... 76
11. Stap 7 – Van short-term fix naar long-term solution ................................................................ 76
12. Stap 8 – Learning from experience ......................................................................................... 84
13. Case Study – Medical Products ............................................................................................. 85
14. Marketing van Gezondheid & Farma-ethiek ............................................................................ 89
15. Strikte regulering in België ..................................................................................................... 92
16. Zelfregulering (pharma.be) .................................................................................................... 92
17. Samenvatting van de kernprincipes ....................................................................................... 93
Les 5 — Gastles Foodmarketing ...................................................................................................94
1. Introductie ............................................................................................................................. 94
2. Hoe werkt food marketing? (REFCAM-model) .......................................................................... 96
Assumptie 1: Advertising werkt via een two-step process ............................................................. 97
Assumptie 2: Message factors bepalen de sterkte van het effect .................................................. 97
Assumptie 3: Individuele factoren modereren effecten ................................................................ 97
Waarom REFCAM belangrijk is voor marketingethiek ................................................................... 97
2.3 Empirische context uit slides ................................................................................................ 97
2.4 Gezondheidspercepties (illustratieve oefening uit de les) ....................................................... 98
3. Message Factors – Level of Integration (HOE marketing wordt ingebed)..................................... 98
(a) Afbeeldingen van het product ................................................................................................ 99
(b) Portiegrootte ......................................................................................................................... 99
(c) Kleurgebruik .......................................................................................................................... 99
(a) Front-of-pack labels ............................................................................................................ 100
(b) Gedetailleerde vs. overzichtslabels ...................................................................................... 100
(c) Claims ................................................................................................................................ 100
(a) Verpakkingsmateriaal en duurzaamheid ............................................................................... 100
(b) Verpakkingsvorm en -grootte ............................................................................................... 101
Marketingethiek 2025
Inhoudsopgave
LES 1 — INTRODUCTIELES MARKETINGETHIEK .............................................................................. 7
EEN WOORDJE OVER MEZELF .......................................................................................................... 7
WAAROM ETHIEK?........................................................................................................................... 8
In mijn privéleven ......................................................................................................................... 8
In mijn professionele leven ........................................................................................................... 8
HEB IK ZELF AL IETS GEDAAN DAT NIET ETHISCH WAS? .................................................................... 8
WAT ZIJN MIJN/JOUW WAARDEN? .................................................................................................... 8
WAAROM NIET ALTIJD TROUW AAN WAARDEN? ............................................................................... 9
WAT IS ETHIEK? ............................................................................................................................... 9
WAT IS MARKETINGETHIEK? ............................................................................................................ 9
WAT GAAN JULLIE LEREN? ............................................................................................................... 9
MARKETINGETHIEK IN HET BEDRIJFSLEVEN ..................................................................................... 9
Wie beslist wat ethisch is?............................................................................................................ 9
Waarom gebeuren er toch fouten? .............................................................................................. 10
VOORBEELDEN UIT DE PRAKTIJK.................................................................................................... 10
1. VERPAKKING .......................................................................................................................... 10
1. VERPAKKING EN SOCIAL CAMPAGNE ..................................................................................... 10
2. PROMO CAMPAGNE ............................................................................................................... 10
3. LIBERALISERING MARKT ......................................................................................................... 10
4. TV-RECLAME .......................................................................................................................... 11
5. PRODUCT PLACEMENT .......................................................................................................... 11
6. CONTENT MARKETING / BANNERING ...................................................................................... 11
7. INFLUENCERS ....................................................................................................................... 11
8. MATERIALEN VOOR DOKTERS................................................................................................. 11
9. RETAIL INTRODUCTIE FEE....................................................................................................... 11
KERNTAKEAWAY LES 1 .................................................................................................................. 12
LES 2 – GASTLES TESTAANKOOP EN MISLEIDENDE RECLAME ........................................................12
DEEL 1 — DE MISSIE VAN TESTAANKOOP ....................................................................................... 12
1. OVERKOEPELEND DOEL: Opkomen voor de rechten van consumenten........................................ 13
1. CONSUMENTENRECHTEN BESCHERMEN ............................................................................... 13
2. CONSUMENTEN INFORMEREN ............................................................................................... 14
3. CONSUMENTENPROBLEMEN OPLOSSEN ............................................................................... 14
DEEL 2: TOEPASSELIJKE WETGEVING ............................................................................................. 15
1. ONEERLIJKE HANDELSPRAKTIJKEN ......................................................................................... 15
Voorbeelden uit de slides: .......................................................................................................... 16
Voorbeelden: ............................................................................................................................. 17
2. REFERENTIEPRIJS................................................................................................................... 17
De vorige prijs = ......................................................................................................................... 17
, DEEL 3: MISLEIDENDE RECLAME ................................................................................................... 19
1. CARDOEN .............................................................................................................................. 19
(a) Het “Cardoen voordeel”: korting op een irrelevante referentieprijs........................................... 19
(b) Overnamepremie als misleidend framingelement ................................................................... 20
(c) De term “superaanbieding” ................................................................................................... 20
1.2 Cardoen – Nu (aangepast ...................................................................................................... 20
2. BRUSSELS AIRLINES............................................................................................................... 21
(a) De suggestie dat je je CO₂-uitstoot kan neutraliseren via een kleine meerprijs .......................... 21
3. TICKETMASTER....................................................................................................................... 22
(a) De naam “Official Platinum Ticket” ........................................................................................ 22
(b) Gebrek aan transparantie over dynamic pricing ...................................................................... 23
(c) Exclusiviteits-illusie ............................................................................................................... 23
4. BOOKING.COM ...................................................................................................................... 23
(a) De referentieprijs klopt niet (30-dagenregel) ........................................................................... 24
(b) Bedrieglijk suggereren dat het om een unieke deal gaat ........................................................... 24
(c) Ontransparante combinatie van kortingen .............................................................................. 24
KERNINSIGHT DEEL 3................................................................................................................. 25
LES 2 — WAARHEID OF VERLEIDING? ...........................................................................................26
1. Influencers: regulering, ondersteuning en verantwoordelijkheden ............................................ 26
2. Formele ondersteuning: initiatieven voor influencers ............................................................... 27
3. Commerciële communicatie op social media .......................................................................... 27
4. Commerciële communicatie gericht op minderjarigen ............................................................. 28
5. Minderjarigen als content creators .......................................................................................... 28
6. Verbod op haatspraak ............................................................................................................ 28
7. Ongezonde voeding, alcohol en gokken in influencercommunicatie ......................................... 29
8. Waardencreatie door marketing .............................................................................................. 29
9. Doel van reclame ................................................................................................................... 29
10. Hoe overtuigt reclame? ......................................................................................................... 30
11. AD CLUTTER – Creativity is key .............................................................................................. 31
12. AD IRRITATION – Creativity is key ........................................................................................... 32
13. AD Value (Ducoffe, 1995) ...................................................................................................... 32
14. Traditonele reclame.............................................................................................................. 33
15. Geïntegreerde reclame ......................................................................................................... 33
16. Interactieve reclame ............................................................................................................. 33
16. Gepersonaliseerde reclame .................................................................................................. 34
17. Real-time aankopen ............................................................................................................. 34
Kenmerken ................................................................................................................................ 34
18. Ad Creativity ......................................................................................................................... 35
Case Red Bull — “Gives you wings” ............................................................................................ 35
19. Crossing the line? ................................................................................................................. 35
Voorbeelden .............................................................................................................................. 35
20. Maatschappelijk debat rond reclame..................................................................................... 35
Controversiële voorbeelden ....................................................................................................... 35
21. Kritiek op reclame................................................................................................................. 36
22. Kritiek op marketing (breder dan reclame).............................................................................. 36
23. PERCEPTIE VS. REALITEIT ..................................................................................................... 36
24. COLLECTIEVE EFFECTEN VAN RECLAME ............................................................................... 37
25. MATERIALISME ..................................................................................................................... 37
26. RECLAME EN MATERIALISME ................................................................................................ 37
27. SCHULDENLASTEN & LENINGRECLAME ............................................................................... 38
28. ZELF- EN LICHAAMSBEELD ................................................................................................... 38
29. RECLAME EN LICHAAMSBEELD (STUDIE) .............................................................................. 38
30. OBESITAS EN VOEDINGSGEWOONTES ................................................................................. 39
31. DAAROM… ETHIEK CRUCIAAL............................................................................................... 39
32. ZELFREGULERING – AD STANDARDS..................................................................................... 39
, 33. ICC-CODE – PROBLEEMGEBIEDEN ....................................................................................... 40
34. VERANTWOORDE RECLAME ................................................................................................. 40
35. EMPOWERED CONSUMERS & ‘GEMIDDELDE’ CONSUMENT .................................................. 41
36. Hoe kan je weerstaan aan reclame? ...................................................................................... 42
37. Weerstand tegen reclame ..................................................................................................... 42
37.2 Reclamewijsheid (Hudders et al., 2017) ............................................................................... 43
38. Reclamewijsheid als leerproces ............................................................................................ 43
39. Verwerking van reclame ........................................................................................................ 43
Central Route ............................................................................................................................ 43
Peripheral Route ........................................................................................................................ 43
40. Ethiek, regulering & zelfregulering .......................................................................................... 43
VOORDELEN van zelfregulering .................................................................................................. 43
NADELEN van zelfregulering ....................................................................................................... 44
VOORDELEN van regulering ........................................................................................................ 44
NADELEN van regulering ............................................................................................................ 44
41. EU Pledge – vorm van zelfregulering ....................................................................................... 44
42. Europese consumentenbescherming .................................................................................... 44
Les 3 – Ethisch redeneren I ...........................................................................................................45
1. Gemiddelde consument ......................................................................................................... 45
2. Low Literate Consumer (LLC) .................................................................................................. 45
3. Consumentensocialisatie ....................................................................................................... 47
4. Socialisatieagenten ................................................................................................................ 48
5. Consumentencompetenties ................................................................................................... 48
6. Kritiek op socialisatietheorie ................................................................................................... 48
7. Spanningsveld rond (zelf)regulering ......................................................................................... 48
8. Wat is ethiek?......................................................................................................................... 49
9. Ethische dilemma’s ................................................................................................................ 49
10. Wetten blind volgen? ............................................................................................................ 49
11. Belang van ethisch redeneren ............................................................................................... 49
11.4 Ethische dilemma’s ............................................................................................................ 50
Vier typische dilemma-paradigma’s: ........................................................................................... 50
12. Ethische besluitvorming........................................................................................................ 50
13. Waarom ethische theorieën nodig zijn ................................................................................... 51
14. Deontologie (Kant) ................................................................................................................ 51
15. Utilitarisme (Bentham, Mill, Singer) ....................................................................................... 53
16. Deontologie vs utilitarisme — vergelijking .............................................................................. 54
17. Deugdenethiek ..................................................................................................................... 54
18. Contracttheorie .................................................................................................................... 55
Voorbeeld .................................................................................................................................. 56
19. Contracttheorie & Online Privacy .......................................................................................... 56
20. Kritiek op contracttheorie...................................................................................................... 56
21. Ethics of Care ....................................................................................................................... 56
Voorbeeld .................................................................................................................................. 57
22. Intuïtief ethisch redeneren .................................................................................................... 57
Voorbeeld .................................................................................................................................. 57
23. Fast & Slow Thinking (Kahneman) .......................................................................................... 57
Ethiek-link ................................................................................................................................. 58
24. Bounded Rationality ............................................................................................................. 58
Voorbeeld .................................................................................................................................. 58
25. Relatie tussen fast & slow thinking ........................................................................................ 58
26. Intuïtie vs. logisch redeneren (Haidt) ..................................................................................... 58
27. Eigenbelang ......................................................................................................................... 59
28. Waarom is eigenbelang complex? ......................................................................................... 59
29. Ozempic-case ...................................................................................................................... 60
30. Data Ethics – kernidee .......................................................................................................... 60
, 31. Data Ethics Issues ................................................................................................................ 60
32. Vier kernprincipes van Data Ethics ........................................................................................ 61
33. Perceptie van ethisch te zijn .................................................................................................. 61
34. Cognitieve misvattingen (heuristics & biases) ........................................................................ 62
Omission bias ............................................................................................................................ 63
Commission bias ....................................................................................................................... 63
35. Ethische intuïties .................................................................................................................. 63
36. Ethisch gedrag: spanning tussen normen en egoïsme............................................................. 64
Overzichtschema – Ethische Theoretische Benaderingen ................................................................ 65
1. Deontologie (plichtenethiek – Kant) ......................................................................................... 65
2. Utilitarisme (gevolgenethiek)................................................................................................... 65
3. Deugdenethiek (karakterethiek – Aristoteles) ........................................................................... 65
4. Contracttheorie (Rawls – rechtvaardigheid) ............................................................................. 66
5. Ethics of Care (relationele ethiek – Gilligan) ............................................................................. 66
Vergelijking in één tabel ...............................................................................................................67
Krachtige meta-samenvatting ..................................................................................................... 67
Les 4 – Ethisch redeneren II ..........................................................................................................68
1. Weight-of-Reasons (WoR) Framework – overzicht .................................................................... 68
2. Het WoR-framework als “common sense” denkkader .............................................................. 69
3. Ethische theorieën achter het WoR-framework ........................................................................ 70
4. Vragen die doorheen het WoR-framework lopen ...................................................................... 71
5. Stap 1 – Identify the issue........................................................................................................ 71
6. Stap 2 – Getting the facts ........................................................................................................ 72
7. Stap 3 – Identifying options for action ...................................................................................... 73
8. Stap 4 – Assessing the consequences ..................................................................................... 73
9. Stap 5 – Applying principles..................................................................................................... 75
10. Stap 6 – Taking a course of action .......................................................................................... 76
11. Stap 7 – Van short-term fix naar long-term solution ................................................................ 76
12. Stap 8 – Learning from experience ......................................................................................... 84
13. Case Study – Medical Products ............................................................................................. 85
14. Marketing van Gezondheid & Farma-ethiek ............................................................................ 89
15. Strikte regulering in België ..................................................................................................... 92
16. Zelfregulering (pharma.be) .................................................................................................... 92
17. Samenvatting van de kernprincipes ....................................................................................... 93
Les 5 — Gastles Foodmarketing ...................................................................................................94
1. Introductie ............................................................................................................................. 94
2. Hoe werkt food marketing? (REFCAM-model) .......................................................................... 96
Assumptie 1: Advertising werkt via een two-step process ............................................................. 97
Assumptie 2: Message factors bepalen de sterkte van het effect .................................................. 97
Assumptie 3: Individuele factoren modereren effecten ................................................................ 97
Waarom REFCAM belangrijk is voor marketingethiek ................................................................... 97
2.3 Empirische context uit slides ................................................................................................ 97
2.4 Gezondheidspercepties (illustratieve oefening uit de les) ....................................................... 98
3. Message Factors – Level of Integration (HOE marketing wordt ingebed)..................................... 98
(a) Afbeeldingen van het product ................................................................................................ 99
(b) Portiegrootte ......................................................................................................................... 99
(c) Kleurgebruik .......................................................................................................................... 99
(a) Front-of-pack labels ............................................................................................................ 100
(b) Gedetailleerde vs. overzichtslabels ...................................................................................... 100
(c) Claims ................................................................................................................................ 100
(a) Verpakkingsmateriaal en duurzaamheid ............................................................................... 100
(b) Verpakkingsvorm en -grootte ............................................................................................... 101
