mkt3050 – consumer behavior week 2
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MKT3050 – Consumer BehaviorWeek 2 – March 25, 2013
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Why do people buy?
• To get value….– Value = basic benefits + “feel” benefits
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Why do people buy?
• Because they are motivated to address their needs….– Motivations – driving forces behind actions
• People are motivated to either:– Maintain the status quo (favorite pair of
jeans)
OR– Improve (better car)
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4• What are motivations??
Consumer Value Framework (CVF)
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Theories about Motivation
• One of the most common theories: Maslow’s hierarchy of human development
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Theories about Motivation
• A more basic theory:
Purpose Pleasure
UtilitarianUtilitarian HedonicHedonic
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Theories about Motivation
• A more inclusive theory is based on involvement. The level of involvement -- both mental and emotional – affects behavior. Involvement is based on the relevance or importance of the decision.
Low importance High importance
Quicker decisionLonger-term decision
Consider few alternativesMore alternatives
Not much risk of making the Value is strongly ‘wrong’ choice
connected to
making the ‘right’ choice
Low involvementLow involvement High involvementHigh involvement
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How do consumers get involved?
1) With the product – a personal attachment leads to involvement
2) With the shopping experience – seeking the best deals
3) With the situation – involvement is temporary / situational
4) With the emotional benefit(s) of the product – intensity
5) With the long-term relationship to the product – the continuing interest in the product and a desire to remain involved with it through purchase and consumption
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Motivation / Involvement is linked to emotion
Consumers react to their feelings
Which leads to behaviors
To seek value
• NOTE: emotions are different than moods which are temporary and less intense
Behaviors will be pursued if they
Bring value that creates
Desireable emotions
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Can we measure emotions?
1) Autonomic measures (visceral)• GSR / lie detector• Facial recognition patters• Intrusive!
http://www.youtube.com/watch?v=jXytQOkNaq4
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Can we measure emotions?
2) Self-reported, based on recall• PANAS – positive affect – negative affect scale
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Can we measure emotions?
2) Self-reported, based on recall• PAD – pleasure – arousal - dominance
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What’s Next?
• If emotions lead to motivation and involvement, how do
we tap into emotions so consumers behave positively
(they purchase!) toward our product ??
• We need to understand how consumers learn so we can:
• Deliver information they understand
• Deliver information that communicates appropriately
about the benefits (value) of our product
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Learning
• Learning starts with:– 1) Awareness
– We are exposed to information through 5 senses» This is called our ‘sensory memory’ – it has unlimited
capacity but is short term– It captures our attention
Which leads to….– 2) Perceptions or comprehension
– How we interpret information» Easily recognized» And either similar (accommodating) or different (contrasting)
– How we organize it (remember it / memory)
That creates a…..– 3) Reaction
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Learning
Which leads to….– 2) Perceptions or comprehension
– How we interpret information» Easily recognized» And either similar (accommodating) or different (contrasting)
– How we organize it (remember it / memory)
• Memory:– Workbench memory – where we encode information for future use.
This is short term, limited capacity, and affected by our level of involvement
– Long-term memory – where we scan for information. This memory has unlimited capacity and includes an associative network.• We can help consumers remember by making messages
consistent
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How do we improve workbench memory?
• Memory:– Workbench memory – where we encode information for future use.
This is short term, limited capacity, and affected by our level of involvement
• Make Associations!– Repetition– Dual coding – use 2 different senses with the memory– Meaningful encoding – create relationships between new and
existing information– Chunking – grouping information into meaningful groups
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http://www.youtube.com/watch?v=JkD_4zf9Wf0 http://
www.youtube.com/watch?v=rXJ0rAyE_mQ
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How do improve long-term memory?
• Memory:– Long-term memory – where we scan for information. This memory
has unlimited capacity and includes an associative network.• We can help consumers remember by making messages
consistent
• Tap into consumers’ associations• Identify ‘gold standards’
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How do improve long-term memory?Episodic Memory, Social Schemata, and
Elaboration
IMAGE COURTESY OF THE ADVERTISING ARCHIVES
Episodic memory may elicit fond childhood memories of playing
cowboy.
Episodic memory may elicit fond childhood memories of playing
cowboy.
Stetson is relying on the social schema or stereotype of the cowboy to provide meaning.
Stetson is relying on the social schema or stereotype of the cowboy to provide meaning.
Elaboration allows the consumer to picture himself using the cologne
resulting in better recall.
Elaboration allows the consumer to picture himself using the cologne
resulting in better recall.
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How do we improve comprehension?
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How do we improve comprehension?Consider Physical Characteristics of the Message
IntensityIntensity
ColorColor
FontFont
NumbersNumbers
SpacingSpacing
©JO
NAT
HAN
LAR
SEN
/DIA
DEM
IMAG
ES/A
LAM
Y
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How do we improve comprehension?Consider Simplicity/Complexity
Simple phrases such as “fat free” often communicate more clearly than detailed information.
©JAMES F. QUINN/CHICAGO TRIBUNE
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How do we improve comprehension?Consider Congruent or Incongruent Message
Sequences?
PR NEWSWIRE
IMAGE COURTESY OF THE ADVERTISING ARCHIVES
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How do we improve comprehension?
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How do we improve comprehension?Consider Message Source Factors
LikeabilityLikeability
ExpertiseExpertise
TrustworthinessTrustworthiness
AttractivenessAttractiveness
COURTESY OF GEICO INSURANCE, INC.
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How do we improve comprehension?Consider Message Receiver Characteristics
• Intelligence/Ability• Prior Knowledge• Involvement• Familiarity/Habituation – (frame of reference
– what do they expect)• Expectations• Physical Limits• Brain Dominance – right brain (visual) vs left
brain (verbal)
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How do we improve comprehension? Consider Environmental Characteristics
• Information Intensity– How much detail
• Framing– What is the context
• Timing – – How much time consumer has available to
process a message– The point in time when message is
received
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How can we link memory to emotions?(since emotion leads to motivation and involvement)…
• Present information in a way that evokes mild levels of emotions– 1) induce a good mood!– 2) evoke nostalgia– 3) tie into pre-existing schemas OR make it more favorable
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How can we link memory to emotions?(since emotion leads to motivation and involvement)…
• Present information in a way that evokes mild levels of emotions– 4) link message with self-conscious
emotions– 5) boost emotional / product links
• Emotional response / product handling by one person affects consumer response.
http://www.youtube.com/watch?v=7ZdIjnkDpMo
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How can we make sure our messages get through to consumers?
• First need to understand how communication works!– Starts with a ‘source’….– Who delivers a message….– Through some medium…– To a receiver
• So how can we make a message appealing (persuasive)?– Sex appeal / romance– Humor – ‘good mood’ !– Fear
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How can we make sure our messages get through to consumers?
• Building a message to be persuasive– Consider order of the message
• You can either present the conclusion first or allow consumers to reach their own conclusion– Allowing consumers to reach their own conclusion is
persuasive with high involvement purchases– Decide if you are going to use comparative ads– Decide where important information should be placed– Determine if message will be simple or complex– Consider your source – their credibility, attractiveness,
likeability, meaningfulness to the product
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Everyone Communicates, Few Connect
• Practical Skills that apply to Marketers too!– Finding Common Ground – focus on the what’s important to the
consumer, not what you think is important– Making Communication Simple – we’re trying to get consumer’s
attention – you don’t need complex information or big words – use their language!
– Capturing People’s Interest – remember, you want consumers to become engaged with you, so make the experience enjoyable
– Inspiring People – a strong connection will lead consumers to value their relationship with you and your products (think Apple!)
– Being Authentic –tell the truth, own up to (and fix) mistakes, and deliver what you promise
From Everyone Communicates, Few Connect, by John C. Maxwell