Onderzoeksartikel

Wat beweeg en beleeft de consument?: onderzoek naar de effectiviteit van marketingstimuli

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Abstract

Why do consumers respond on marketing stimuli in certain situations and don’t respond in others? In practice this is a difficult question for marketing managers. But also theoretically it is a complex problem. This article introduces a general Disposition-Stimulus-Response model regarding the marketing mix, the needs, motivations, feelings, and emotions of consumers in a leisure context. The dynamics of leisure experiences and motivations are discussed. In addition Gardner’s (1985) model of the role of mood states in consumer behavior is presented and a review about the literature on this issue is provided.

How to Cite:

Goossens, C., (1996) “Wat beweeg en beleeft de consument?: onderzoek naar de effectiviteit van marketingstimuli”, Tijdschrift voor Communicatiewetenschap 24(2), 152–180.