INTERDISCIPLINAIRE CONSUMENTENTHEORIE
INHOUDSOPGAVE
algemene kennismaking ................................................................................................................................... 5
Communicatiemanagement: ............................................................................................................................... 5
zo wetenschappelijk mogelijk .......................................................................................................................... 5
doel ...................................................................................................................................................................... 5
Conclusie: ............................................................................................................................................................. 6
Introductie: paradigms for exploring the consumer mind ................................................................................ 7
kuhn: de structuur van de wetenschappelijke revoluties .................................................................................... 7
depth psychology: the mind is a boiling barrel of unconscious drives ................................................................. 7
Diepte-psychologie (psycho-analyse) .............................................................................................................. 7
Diepte-psychologie samengevat ...................................................................................................................... 8
behaviorisme ....................................................................................................................................................... 8
samengevat ...................................................................................................................................................... 8
de cognitieve revolutie (cognitieve paradigma) .................................................................................................. 9
behaviorisme → SSSM SR-model → SOR model ............................................................................................. 9
samengevat ...................................................................................................................................................... 9
modern revisions of SSSm .............................................................................................................................. 10
semiotiek: the mind is a meaning manager ...................................................................................................... 10
fmri – christof koch ........................................................................................................................................ 10
semiotiek........................................................................................................................................................ 11
samengevat .................................................................................................................................................... 11
evolutionaire psychologie .................................................................................................................................. 11
the new science of the mind .......................................................................................................................... 11
Samengevat ................................................................................................................................................... 12
gedragseconomie / behavioral economics: het brein is een cognitieve miser................................................... 12
Gedragseconomie .......................................................................................................................................... 13
Waarom we onderzoek nodig hebben: verborgen verleiders ............................................................................ 14
hidden persuaders ......................................................................................................................................... 14
4 main techniques .......................................................................................................................................... 14
planningscyclus .............................................................................................................................................. 15
HIDDEN PERSUADERS: CONCLUSION ............................................................................................................. 16
implications for communication managers ....................................................................................................... 17
human nature: the standard social science model (sssm) ............................................................................... 18
cognitief, affectief, conatief dimensies + menselijk gedrag ............................................................................... 18
point of departure: the sssm ......................................................................................................................... 18
associatief netwerk, semantisch differentiaal & means-end-chain ................................................................... 19
1
, semantisch differentiaal ................................................................................................................................ 19
Associatief netwerk model (anderson en bower) .......................................................................................... 19
the core concept: goals ...................................................................................................................................... 20
twee types opinies ......................................................................................................................................... 20
MEANS-END-CHAIN MODEL (MEC) (REYNOLDS & GUTMAN)........................................................................ 20
economic and social deliberations ..................................................................................................................... 21
SYNTHESIS: A SSSM OF HUMAN/CONSUMER BEHAVIOUR AND ADVERTISING PROCESSING ........................... 21
a double sssm................................................................................................................................................. 22
implicaties.......................................................................................................................................................... 22
consumer goals, values & emotions: an introduction to evolutionary psychology ......................................... 23
Het doel concept: de klassieke inventaris van freud, rokeach en maslow revisited .......................................... 23
Freud once more… ......................................................................................................................................... 23
Evolutionaire psychologie: van lichamelijke tot mentale organen ................................................................... 26
mentale organen ............................................................................................................................................ 26
evolutionaire psychologie: kernideeën en misverstanden ................................................................................. 27
darwins theorie van natuurlijke selectie ....................................................................................................... 27
darwins theorie van seksuele selectie ........................................................................................................... 27
kin selection ................................................................................................................................................... 28
sociale selectie ............................................................................................................................................... 29
culturele selectie ............................................................................................................................................ 29
The evolutionarily psychological model versus the SSSM .................................................................................. 30
Kern ideeën Van het SSSM ............................................................................................................................. 30
common misunderstandings regarding EP .................................................................................................... 32
The universal goal model ................................................................................................................................... 34
Carving nature at its joints ............................................................................................................................. 34
THE UNIVERSAL VALUE MODEL: THE ECONOMIC VALUE DIMENSION .............................................................. 36
Rokeach revisited: The Nature of Human Values .......................................................................................... 36
The concept of utility in economics ............................................................................................................... 37
The economic dimension of the UVM: defining optimally fitness enhancing opportunities ........................ 38
There is more to life than economics ............................................................................................................ 41
THE AESTHETIC VALUE DIMENSION: AESTHETIC FEELINGS AS PREDICTIVE PRECURSORS OF THE UVM ......... 42
The importance of marketing aesthetics ....................................................................................................... 42
The beauty of faces: Facial traits that we find universally attractive ............................................................ 44
Evolutionary aesthetics: A part of the ‘new science of culture’ (cf. Barkow) ............................................... 46
THE ETHIC VALUE DIMENSION: MORAL FEELINGS AS SOCIAL CORRECTORS OF THE UVM ............................... 47
tabel lezen ...................................................................................................................................................... 48
Evolutionaire niveaus van besluitvorming: .................................................................................................... 48
conclusie ........................................................................................................................................................ 48
a note on happiness: positive psychology and the UGM/ UVM ........................................................................ 49
De UGM en positieve psychologie: ................................................................................................................ 49
a note on identity: SCHIZOPHRENIC BY NATURE: OUR 8 FUNDAMENTAL CONSUMER SUBSELVES ................. 50
2
, Consumentenidentiteiten en de UGM/UVM: ................................................................................................ 50
"Schizofreen van nature" ............................................................................................................................... 50
A NOTE ON EMOTIONS AS SUPER REGULATORS ............................................................................................... 51
De relevantie van emoties ............................................................................................................................. 51
conclusie ........................................................................................................................................................ 55
A NOTE ON MEMORY: WHAT IS WORTH REMEMBERING?............................................................................... 55
WAT IS HET HERINNEREN WAARD? ............................................................................................................... 55
IMPLICATIONS FOR COMMUNICATION MANAGERS ......................................................................................... 55
Als communicatiemanager moet je: .............................................................................................................. 55
perception: the biology of cues & signals ....................................................................................................... 57
JAMES J. GIBSON: ECOLOGICAL PSYCHOLOGY ................................................................................................... 57
Ecologische psychologie (James J. Gibson): het concept van affordances .................................................... 57
JAKOB VON UEXKÜLL: UMWELTLEHRE .............................................................................................................. 58
Umweltlehre or Bedeutungslehre: the foundation of biosemiotics ............................................................. 58
GEOFFREY MILLER: FROM CUES TO FITNESS CUES ............................................................................................ 59
Van cues naar fitness-cues ............................................................................................................................. 59
Cues zijn fitheidscues: synthese ..................................................................................................................... 60
THE BRAIN AS A FITNESS AFFORDANCE MANAGEMENT SYSTEM ..................................................................... 60
Gezichten in advertenties trekken onze aandacht. ....................................................................................... 60
CONCLUSIE: .................................................................................................................................................... 61
Signaleren = betekenis stimuleren in de geest van ontvangers .................................................................... 62
SUPERNORMALE PRIKKELS: de hedonische dimensie van consumptie in overdrive ......................................... 62
Moderne massamedia zitten ook vol met supernormale prikkels. ............................................................... 63
Costly signals: de symbolische dimensie van consumptie in overdrive ............................................................. 64
The handicap principle: costly signals ........................................................................................................... 64
Gedrag, en met name dom gedrag, is vaak een vorm van kostbare signalering. .......................................... 64
Mensen die kostbare signalen consumeren: ................................................................................................. 64
Thorstein veblen: conspicious consumption: ............................................................................................... 65
Samenvatting: ................................................................................................................................................ 65
Implicaties voor communicatie managers ..................................................................................................... 65
VAN INFORMATIE PROCESSING TOT BETEKENIS MAKING: SEMIOTIEK ........................................................... 67
Van informatie verwerker naar consumptie verwerker ..................................................................................... 67
Christof Koch - fMRI ....................................................................................................................................... 67
Van cues naar gestalts naar woorden (NV → V meaning making) ................................................................... 67
Reading cues: are we cue-reading animals too like the tick ? ....................................................................... 67
Van cues naar gestalts ................................................................................................................................... 67
van cues naar gestalts naar woorden ............................................................................................................ 68
Enkele aspecten van cue lezing.......................................................................................................................... 68
Cue reading transformeert de (objectieve) biosfeer in een (subjectieve) semiosfeer. ................................. 68
Small cues can make a huge difference ......................................................................................................... 70
semiotiek: DE WETENSCHAP VAN TEKENS EN BETEKENISPROCESSEN (SEMIOSIS) ........................................... 70
3
, The double nature of signs: meaning and representation............................................................................. 70
3 functies van signs ........................................................................................................................................ 71
De tekenmodellen van de grondleggers van de semiotiek ............................................................................ 72
INDICES, ICONS & SYMBOLS: FROM SIGN TYPES TO SEMIOTIC SYSTEMS.......................................................... 73
Three sign types ............................................................................................................................................ 73
From semiotic modes to levels of semiosis ................................................................................................... 74
From semiotic levels to semiotic systems ...................................................................................................... 75
An evolutionary perspective .......................................................................................................................... 77
CONCLUSION: 3 SEMIOTIC SYSTEMS ............................................................................................................. 78
ARCHETYPES AND STEREOTYPES: ON NATURAL AND CULTURAL ICONIC GESTALTS ......................................... 79
NATURE VERSUS CULTURE ............................................................................................................................. 79
NATURAL versus CULTURAL SEMIOSIS .......................................................................................................... 79
Archetypen: de meest fundamentele, ingebouwde, natuurlijke semiotische prototypes ............................ 80
Implications for communication managers ................................................................................................... 83
FROM ARCHETYPES AND STEREOTYPES TO STORIES ......................................................................................... 83
Storytelling: de verbale route om merken te verbinden met archetypen/stereotypen ................................ 83
IMPLICATIONS FOR COMMUNICATION MANAGERS ......................................................................................... 84
from information processing to meaning making: an introduction to semiotics ............................................. 86
consumer decision making: an introduction to behavioral economics ........................................................... 86
Het SSSM model van consumentenbesluitvorming opnieuw bekeken: de rationele consument ...................... 86
Geïntegreerd model ....................................................................................................................................... 86
Dual Systems Theory.......................................................................................................................................... 87
Voorlopers van het denken in meerdere systemen ....................................................................................... 87
Systeem 1 en Systeem 2 ................................................................................................................................ 87
Meer dan alleen besluitvorming .................................................................................................................... 88
Heuristische besluitvorming: de intuïtieve consument ...................................................................................... 89
Persoonlijke gewoonten ................................................................................................................................ 89
Universele cognitieve vooroordelen .............................................................................................................. 89
Rationaliteit of irrationaliteit? ....................................................................................................................... 89
Van 2 naar 3 besluitvormingssystemen in het consumentenbrein .................................................................... 89
Implicaties voor communicatiemanagers .......................................................................................................... 89
models of advertising processing ................................................................................................................... 90
towards a typology of advertising strategies .................................................................................................. 90
market & consumer research methods .......................................................................................................... 90
conculsion & booster session ......................................................................................................................... 90
4
INHOUDSOPGAVE
algemene kennismaking ................................................................................................................................... 5
Communicatiemanagement: ............................................................................................................................... 5
zo wetenschappelijk mogelijk .......................................................................................................................... 5
doel ...................................................................................................................................................................... 5
Conclusie: ............................................................................................................................................................. 6
Introductie: paradigms for exploring the consumer mind ................................................................................ 7
kuhn: de structuur van de wetenschappelijke revoluties .................................................................................... 7
depth psychology: the mind is a boiling barrel of unconscious drives ................................................................. 7
Diepte-psychologie (psycho-analyse) .............................................................................................................. 7
Diepte-psychologie samengevat ...................................................................................................................... 8
behaviorisme ....................................................................................................................................................... 8
samengevat ...................................................................................................................................................... 8
de cognitieve revolutie (cognitieve paradigma) .................................................................................................. 9
behaviorisme → SSSM SR-model → SOR model ............................................................................................. 9
samengevat ...................................................................................................................................................... 9
modern revisions of SSSm .............................................................................................................................. 10
semiotiek: the mind is a meaning manager ...................................................................................................... 10
fmri – christof koch ........................................................................................................................................ 10
semiotiek........................................................................................................................................................ 11
samengevat .................................................................................................................................................... 11
evolutionaire psychologie .................................................................................................................................. 11
the new science of the mind .......................................................................................................................... 11
Samengevat ................................................................................................................................................... 12
gedragseconomie / behavioral economics: het brein is een cognitieve miser................................................... 12
Gedragseconomie .......................................................................................................................................... 13
Waarom we onderzoek nodig hebben: verborgen verleiders ............................................................................ 14
hidden persuaders ......................................................................................................................................... 14
4 main techniques .......................................................................................................................................... 14
planningscyclus .............................................................................................................................................. 15
HIDDEN PERSUADERS: CONCLUSION ............................................................................................................. 16
implications for communication managers ....................................................................................................... 17
human nature: the standard social science model (sssm) ............................................................................... 18
cognitief, affectief, conatief dimensies + menselijk gedrag ............................................................................... 18
point of departure: the sssm ......................................................................................................................... 18
associatief netwerk, semantisch differentiaal & means-end-chain ................................................................... 19
1
, semantisch differentiaal ................................................................................................................................ 19
Associatief netwerk model (anderson en bower) .......................................................................................... 19
the core concept: goals ...................................................................................................................................... 20
twee types opinies ......................................................................................................................................... 20
MEANS-END-CHAIN MODEL (MEC) (REYNOLDS & GUTMAN)........................................................................ 20
economic and social deliberations ..................................................................................................................... 21
SYNTHESIS: A SSSM OF HUMAN/CONSUMER BEHAVIOUR AND ADVERTISING PROCESSING ........................... 21
a double sssm................................................................................................................................................. 22
implicaties.......................................................................................................................................................... 22
consumer goals, values & emotions: an introduction to evolutionary psychology ......................................... 23
Het doel concept: de klassieke inventaris van freud, rokeach en maslow revisited .......................................... 23
Freud once more… ......................................................................................................................................... 23
Evolutionaire psychologie: van lichamelijke tot mentale organen ................................................................... 26
mentale organen ............................................................................................................................................ 26
evolutionaire psychologie: kernideeën en misverstanden ................................................................................. 27
darwins theorie van natuurlijke selectie ....................................................................................................... 27
darwins theorie van seksuele selectie ........................................................................................................... 27
kin selection ................................................................................................................................................... 28
sociale selectie ............................................................................................................................................... 29
culturele selectie ............................................................................................................................................ 29
The evolutionarily psychological model versus the SSSM .................................................................................. 30
Kern ideeën Van het SSSM ............................................................................................................................. 30
common misunderstandings regarding EP .................................................................................................... 32
The universal goal model ................................................................................................................................... 34
Carving nature at its joints ............................................................................................................................. 34
THE UNIVERSAL VALUE MODEL: THE ECONOMIC VALUE DIMENSION .............................................................. 36
Rokeach revisited: The Nature of Human Values .......................................................................................... 36
The concept of utility in economics ............................................................................................................... 37
The economic dimension of the UVM: defining optimally fitness enhancing opportunities ........................ 38
There is more to life than economics ............................................................................................................ 41
THE AESTHETIC VALUE DIMENSION: AESTHETIC FEELINGS AS PREDICTIVE PRECURSORS OF THE UVM ......... 42
The importance of marketing aesthetics ....................................................................................................... 42
The beauty of faces: Facial traits that we find universally attractive ............................................................ 44
Evolutionary aesthetics: A part of the ‘new science of culture’ (cf. Barkow) ............................................... 46
THE ETHIC VALUE DIMENSION: MORAL FEELINGS AS SOCIAL CORRECTORS OF THE UVM ............................... 47
tabel lezen ...................................................................................................................................................... 48
Evolutionaire niveaus van besluitvorming: .................................................................................................... 48
conclusie ........................................................................................................................................................ 48
a note on happiness: positive psychology and the UGM/ UVM ........................................................................ 49
De UGM en positieve psychologie: ................................................................................................................ 49
a note on identity: SCHIZOPHRENIC BY NATURE: OUR 8 FUNDAMENTAL CONSUMER SUBSELVES ................. 50
2
, Consumentenidentiteiten en de UGM/UVM: ................................................................................................ 50
"Schizofreen van nature" ............................................................................................................................... 50
A NOTE ON EMOTIONS AS SUPER REGULATORS ............................................................................................... 51
De relevantie van emoties ............................................................................................................................. 51
conclusie ........................................................................................................................................................ 55
A NOTE ON MEMORY: WHAT IS WORTH REMEMBERING?............................................................................... 55
WAT IS HET HERINNEREN WAARD? ............................................................................................................... 55
IMPLICATIONS FOR COMMUNICATION MANAGERS ......................................................................................... 55
Als communicatiemanager moet je: .............................................................................................................. 55
perception: the biology of cues & signals ....................................................................................................... 57
JAMES J. GIBSON: ECOLOGICAL PSYCHOLOGY ................................................................................................... 57
Ecologische psychologie (James J. Gibson): het concept van affordances .................................................... 57
JAKOB VON UEXKÜLL: UMWELTLEHRE .............................................................................................................. 58
Umweltlehre or Bedeutungslehre: the foundation of biosemiotics ............................................................. 58
GEOFFREY MILLER: FROM CUES TO FITNESS CUES ............................................................................................ 59
Van cues naar fitness-cues ............................................................................................................................. 59
Cues zijn fitheidscues: synthese ..................................................................................................................... 60
THE BRAIN AS A FITNESS AFFORDANCE MANAGEMENT SYSTEM ..................................................................... 60
Gezichten in advertenties trekken onze aandacht. ....................................................................................... 60
CONCLUSIE: .................................................................................................................................................... 61
Signaleren = betekenis stimuleren in de geest van ontvangers .................................................................... 62
SUPERNORMALE PRIKKELS: de hedonische dimensie van consumptie in overdrive ......................................... 62
Moderne massamedia zitten ook vol met supernormale prikkels. ............................................................... 63
Costly signals: de symbolische dimensie van consumptie in overdrive ............................................................. 64
The handicap principle: costly signals ........................................................................................................... 64
Gedrag, en met name dom gedrag, is vaak een vorm van kostbare signalering. .......................................... 64
Mensen die kostbare signalen consumeren: ................................................................................................. 64
Thorstein veblen: conspicious consumption: ............................................................................................... 65
Samenvatting: ................................................................................................................................................ 65
Implicaties voor communicatie managers ..................................................................................................... 65
VAN INFORMATIE PROCESSING TOT BETEKENIS MAKING: SEMIOTIEK ........................................................... 67
Van informatie verwerker naar consumptie verwerker ..................................................................................... 67
Christof Koch - fMRI ....................................................................................................................................... 67
Van cues naar gestalts naar woorden (NV → V meaning making) ................................................................... 67
Reading cues: are we cue-reading animals too like the tick ? ....................................................................... 67
Van cues naar gestalts ................................................................................................................................... 67
van cues naar gestalts naar woorden ............................................................................................................ 68
Enkele aspecten van cue lezing.......................................................................................................................... 68
Cue reading transformeert de (objectieve) biosfeer in een (subjectieve) semiosfeer. ................................. 68
Small cues can make a huge difference ......................................................................................................... 70
semiotiek: DE WETENSCHAP VAN TEKENS EN BETEKENISPROCESSEN (SEMIOSIS) ........................................... 70
3
, The double nature of signs: meaning and representation............................................................................. 70
3 functies van signs ........................................................................................................................................ 71
De tekenmodellen van de grondleggers van de semiotiek ............................................................................ 72
INDICES, ICONS & SYMBOLS: FROM SIGN TYPES TO SEMIOTIC SYSTEMS.......................................................... 73
Three sign types ............................................................................................................................................ 73
From semiotic modes to levels of semiosis ................................................................................................... 74
From semiotic levels to semiotic systems ...................................................................................................... 75
An evolutionary perspective .......................................................................................................................... 77
CONCLUSION: 3 SEMIOTIC SYSTEMS ............................................................................................................. 78
ARCHETYPES AND STEREOTYPES: ON NATURAL AND CULTURAL ICONIC GESTALTS ......................................... 79
NATURE VERSUS CULTURE ............................................................................................................................. 79
NATURAL versus CULTURAL SEMIOSIS .......................................................................................................... 79
Archetypen: de meest fundamentele, ingebouwde, natuurlijke semiotische prototypes ............................ 80
Implications for communication managers ................................................................................................... 83
FROM ARCHETYPES AND STEREOTYPES TO STORIES ......................................................................................... 83
Storytelling: de verbale route om merken te verbinden met archetypen/stereotypen ................................ 83
IMPLICATIONS FOR COMMUNICATION MANAGERS ......................................................................................... 84
from information processing to meaning making: an introduction to semiotics ............................................. 86
consumer decision making: an introduction to behavioral economics ........................................................... 86
Het SSSM model van consumentenbesluitvorming opnieuw bekeken: de rationele consument ...................... 86
Geïntegreerd model ....................................................................................................................................... 86
Dual Systems Theory.......................................................................................................................................... 87
Voorlopers van het denken in meerdere systemen ....................................................................................... 87
Systeem 1 en Systeem 2 ................................................................................................................................ 87
Meer dan alleen besluitvorming .................................................................................................................... 88
Heuristische besluitvorming: de intuïtieve consument ...................................................................................... 89
Persoonlijke gewoonten ................................................................................................................................ 89
Universele cognitieve vooroordelen .............................................................................................................. 89
Rationaliteit of irrationaliteit? ....................................................................................................................... 89
Van 2 naar 3 besluitvormingssystemen in het consumentenbrein .................................................................... 89
Implicaties voor communicatiemanagers .......................................................................................................... 89
models of advertising processing ................................................................................................................... 90
towards a typology of advertising strategies .................................................................................................. 90
market & consumer research methods .......................................................................................................... 90
conculsion & booster session ......................................................................................................................... 90
4
