Marketing 2, Hoorcollege 4 t/m 6

Hoorcollege 4
Regulatory fit: overeenstemming tussen het doel en je oriëntatie, we ervaren iets als ‘het voelt goed’, men raakt
betrokken, betrokkenheid zorgt ervoor dat men het product aan gaat bevelen. ; People experience an increase in
motivational intensity when their manner of goal pursuit matches their self-regulatory orientation.
 More intense reactions are experienced
 Goal pursuit activity ‘feels right’
 People become more engaged
This ‘feeling right’ experience generates value and leads to greater persuasion

Nurturance needs (het heeft er meet e maken dat men iets wil bereiken)  promotion goal

Security needs (savety zaken)  prevention goal (zorgen dat de dingen niet van je af worden genomen)

Te maken met self-regulatory goals.




Promotion focus: (prospect theory!!)
 Strive toward achievements and growth
 Sensitive to positive outcomes (gains & nongains)
 Focus on ideals, hopes and aspirations
durf te denken en durf te ontwikkelen

Prevention focus:
 Strive toward safety and security
 Sensitive to negative outcomes (nonlosses & losses)  hygiene controles
 Focus on duties, obligations and responsibilities
verplichtingen die we hebben, de aarde doorgeven

Promotion appeal Prevention appeal
Gain framed Get energized – Drink Welch’s Grape Prevent clogged arteries – Drink Welch’s Grape Juice
Juice
Loss framed Don’s miss out on getting energized Don’t miss out on preventing clogged arteries – Drink
– Drink Welch’s Grape Juice Welch’s grape juice (Zorgen dat iets wat negatief is niet
gebeurd)




Perceived risk:
 Performance
 Financial
 Physical (or safety)
 Social