,Hoofdstuk 1 ............................................................................................................................................................. 4
Wat is neuromarketing?...................................................................................................................................... 4
2 definitiestromen bij neuromarketing. .............................................................................................................. 4
Centrale uitgangspunten:.................................................................................................................................... 5
Centraal doel ....................................................................................................................................................... 6
Opkomst van Neuromarketing:........................................................................................................................... 6
Is neuromarketing een hype? ............................................................................................................................. 6
Neuromarketing & de kloof van rogers .............................................................................................................. 7
Hoofdstuk 2 ............................................................................................................................................................. 7
Waarom Neuromarketing? ................................................................................................................................. 7
De rol van het onbewuste ................................................................................................................................... 7
De rol van emotie ................................................................................................................................................ 9
De rol van het geheugen ................................................................................................................................... 10
Hoofdstuk 3 ........................................................................................................................................................... 11
Hoe werkt het zenuwstelsel? ............................................................................................................................ 11
Hoofdstuk 4 ........................................................................................................................................................... 13
Welke neuro-onderzoekstechnieken zijn voorhanden ..................................................................................... 13
Neuromarketingtechnieken .............................................................................................................................. 14
Online neuromarketing ..................................................................................................................................... 15
Hoofdstuk 5 ........................................................................................................................................................... 16
evaluatie onderzoekstechnieken ...................................................................................................................... 16
Aard van het onderzoek .................................................................................................................................... 17
Hoofdstuk 6 ........................................................................................................................................................... 18
Toepassingen bij marketing? ............................................................................................................................ 18
Neuromarketing en strategische marketingplanning ....................................................................................... 18
Hoofdstuk 7 ........................................................................................................................................................... 21
Toepassingen bij communicatie ........................................................................................................................ 21
Neuro-onderzoek & communicatie................................................................................................................... 21
Neuro-onderzoek & marketingcommunicatie .................................................................................................. 22
Neuro-onderzoek & corporate-communicatie ................................................................................................. 22
Neuro-onderzoek & interne communicatie ...................................................................................................... 23
Hoofdstuk 8 ........................................................................................................................................................... 23
Neuromarketing en het ontwikkelen en vermarkten van innovaties ............................................................... 23
Innovaties & gedrag .......................................................................................................................................... 24
Innovatiespiraal................................................................................................................................................. 24
Neuro onderzoek in het innovatieproces ......................................................................................................... 25
Waarom innovaties vaak floppen ..................................................................................................................... 25
2
, De voorspellende waarde van neuro-onderzoek .............................................................................................. 25
Marketingcommunicatie bij innovaties ............................................................................................................ 26
Iconoclast .......................................................................................................................................................... 26
Subliminal priming ............................................................................................................................................ 27
Decoy effect ...................................................................................................................................................... 27
Hobson +1 ......................................................................................................................................................... 27
Strategieën om keuzes makkelijker te maken .................................................................................................. 28
Nudging ............................................................................................................................................................. 28
Segmentatie van consumenten ........................................................................................................................ 28
Kort samengevat: waarom neuromarketing? ....................................................................................................... 29
3
Wat is neuromarketing?...................................................................................................................................... 4
2 definitiestromen bij neuromarketing. .............................................................................................................. 4
Centrale uitgangspunten:.................................................................................................................................... 5
Centraal doel ....................................................................................................................................................... 6
Opkomst van Neuromarketing:........................................................................................................................... 6
Is neuromarketing een hype? ............................................................................................................................. 6
Neuromarketing & de kloof van rogers .............................................................................................................. 7
Hoofdstuk 2 ............................................................................................................................................................. 7
Waarom Neuromarketing? ................................................................................................................................. 7
De rol van het onbewuste ................................................................................................................................... 7
De rol van emotie ................................................................................................................................................ 9
De rol van het geheugen ................................................................................................................................... 10
Hoofdstuk 3 ........................................................................................................................................................... 11
Hoe werkt het zenuwstelsel? ............................................................................................................................ 11
Hoofdstuk 4 ........................................................................................................................................................... 13
Welke neuro-onderzoekstechnieken zijn voorhanden ..................................................................................... 13
Neuromarketingtechnieken .............................................................................................................................. 14
Online neuromarketing ..................................................................................................................................... 15
Hoofdstuk 5 ........................................................................................................................................................... 16
evaluatie onderzoekstechnieken ...................................................................................................................... 16
Aard van het onderzoek .................................................................................................................................... 17
Hoofdstuk 6 ........................................................................................................................................................... 18
Toepassingen bij marketing? ............................................................................................................................ 18
Neuromarketing en strategische marketingplanning ....................................................................................... 18
Hoofdstuk 7 ........................................................................................................................................................... 21
Toepassingen bij communicatie ........................................................................................................................ 21
Neuro-onderzoek & communicatie................................................................................................................... 21
Neuro-onderzoek & marketingcommunicatie .................................................................................................. 22
Neuro-onderzoek & corporate-communicatie ................................................................................................. 22
Neuro-onderzoek & interne communicatie ...................................................................................................... 23
Hoofdstuk 8 ........................................................................................................................................................... 23
Neuromarketing en het ontwikkelen en vermarkten van innovaties ............................................................... 23
Innovaties & gedrag .......................................................................................................................................... 24
Innovatiespiraal................................................................................................................................................. 24
Neuro onderzoek in het innovatieproces ......................................................................................................... 25
Waarom innovaties vaak floppen ..................................................................................................................... 25
2
, De voorspellende waarde van neuro-onderzoek .............................................................................................. 25
Marketingcommunicatie bij innovaties ............................................................................................................ 26
Iconoclast .......................................................................................................................................................... 26
Subliminal priming ............................................................................................................................................ 27
Decoy effect ...................................................................................................................................................... 27
Hobson +1 ......................................................................................................................................................... 27
Strategieën om keuzes makkelijker te maken .................................................................................................. 28
Nudging ............................................................................................................................................................. 28
Segmentatie van consumenten ........................................................................................................................ 28
Kort samengevat: waarom neuromarketing? ....................................................................................................... 29
3
