Complete samenvatting van het vak psychologie en consumentengedrag

Psychologie &
Consumentengedrag

Samenvatting




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, Inhoudsopgave
Vakbeschrijving..................................................... 4

Relatie van psychologie en consumentengedrag
tot neuromarketing.................................................4

Introductie consumentengedrag............................6

De psychologie van emoties..................................9

Operante conditionering........................................ 11

Somatische stempel theorie.................................. 12

Framing..................................................................12

Emoties en consumentengedrag...........................13

Aandacht en nieuwsgierigheid...............................14

Sociale invloed.......................................................16

Conformeren......................................................... 18

Overredingstechnieken......................................... 18

Automatisme......................................................... 18

Sociale bewijskracht..............................................18

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, Schaarste.............................................................. 19

Wederkerigheid..................................................... 20

Autoriteit en merken...............................................20

Commitment en consistency................................. 21

Labeling................................................................. 21

Likeability............................................................... 22

Adverteren............................................................. 22

Celebrity endorsement...........................................24

Branding................................................................ 25

Country of Origing Effect (COO)............................ 26




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