session 3 a framework consumer analysis
TRANSCRIPT
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8/10/2019 Session 3 a Framework Consumer Analysis
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A Framework for Consumer AnalysisAffect, Cognition and Behaviour
Session 3
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Recap Session 1
Actionable insights for marketing Could be untested assumptions, generalizations theory of marketers that drive action
to marketing persuasion
What do we know about teenagers? How do we learn?
The power of embarrassment
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Recap Session 2 Consumption Roles
Complex nature of consumption There are many diverse consumption phenomena
beyond functional and utilitarian Hedonic Symbolic Impulsive Habits , Rituals, conditioning and buying Inertia Herd behaviour and Imitation , Vicarious consumption Consumers can develop relationships with brands
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Recap Session 2 Contd.
Marketings Influence on Society Consumption is very pervasive and Marketing is a
powerful social force Blurred boundaries between marketing efforts
and the real world What is the influence of marketing on the Society?
Is it all positive? Consumer addictions, materialism
Anti-Consumption Does consumption enhance happiness
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Consumption and society
Marketing is a most potent social force Compulsive consumption Consumer addictions
Consumer objectification Consumerism Consumer activism Anti-consumption
1- 5
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Consumer Behavior
There is no ONE Insight There are many Different people may choose same product for
different reasons Different people may choose different products for
the same reason People are different and their consumption
patterns and preferences are also different Many marketers can be equally successful with
different approaches
Look at differences and Look at similarities
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Consumption Consumption is certainly Utilitarian
Maximizing utility Consumption is an Experience
Process is equally important as the outcome
Consumption is a social process of belonging
Consumption is Classification We are what we consume
Consumption is Play A game
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Affect and Cognition and Behaviour
Types of mental responses to stimuli and eventsin the consumer environment
Affect A state of Mind
ee ng responses Cognition
Mental process Thinking responses
Behavior Overt or Covert
Cognition and Affect : Are they independent?
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Affect
Emotion to Mood Joy, Love, Fear, Guilt, Anger, Warmth, Disgust,
Sadness, Calm, Blue, Boredom, Dislike,
Melanchol Positive and negative Strong or Weak Innate or learned
Mental Biases
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Affect
Largely Reactive Cannot plan and direct
Little direct control over affect
Manage emotions
Often experienced physically Anxiety, adrenalin
Directed towards different stimulus Brands, people, own behaviors, own thoughts
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Cognition
Awareness of Cognition Cognition as information processing
Cognitions of
Social stimuli Symbolic meanings Sensations
Interpretations of behaviors Analysis of affect states
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ABC Model Affect: the way a consumer feels about an
object. Behavior: persons intentions to do
something with regard to an object. Cognition: beliefs a consumer has about an
object.
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Hierarchies of Effects
How do you fall in Love?
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Hierarchies of Effects
Cognition > Affect > Behaviour Cognition > Behaviour > Affect Affect > Behaviour > Cognition
Affect > Cognition > Behaviour Behaviour > Affect > Cognition
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Cognition > Affect > Behaviour
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Cognition > Behaviour > Affect
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Affect > Behaviour > Cognition
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Affect > Cognition > Behaviour
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Behaviour > Affect > Cognition