Understanding consumer – Module 1, Appunti di Marketing

Scarica Understanding consumer – Module 1 e più Appunti in PDF di Marketing solo su Docsity! Understanding consumer – Module 1 Lesson 1: introduction to CB and how to understand CB Why does understanding consumer matter? • People we target • Understand how to interact with people • Behavior is irrational • Understand needs and wants of the people • Consumers are different from each other • “We are all consumers” What does it mean to study consumer behavior? To study set of value seeking activities that take place as people go about addressing their realized needs. Consumer behavior = totality of all the decision that you made like acquisition, consumption, and dispositions of offerings (e.g., goods, services, time, and ideas) by decision making units over time. (it involves more than buying) NEEDS DECISIONS in order to satisfy the needs VALUE by satisfying our needs Consumption = process by which goods, services or ideas are used and transformed into value Marketer and the consumer interact to produce value. Consumption outcomes affect consumer well being by affecting quality of life. Consumption process = NEED WANT EXCHANGE (ex. Laptop I exchange my time to see all the alternatives in the market place) COST AND BENEFIT REACTION VALUE If I’m happy with my decision I stop, otherwise the consumption process stat again. What is between depends on the consumption style. Major purchase we go through all these steps Ex. Consumption of the master program Minor purchase it an automatic behavior Ex. Drink water MARKETING BLACK BOX OF THE CONSUMER RESPONSE (it is impossible to have a conceptual model for consumer behavior, we are all different, one idea could not fit for everyone) Understanding consumer is important for all these stakeholders: Recall: Marketing 101 Framework Understanding consumer is important to give value to the consumer and to bring back this value to the company by revenues. Best global brands 2017: Apple, Google, Microsoft, Coca Cola, Amazon, Samsung they bring value to the individuals and so they bring back value high marketing activities they know how to build a relation with people and to understand them loyal customer consider desire and needs at every step knowledge of their customers listen carefully to all costumer market research data is only a tool to guide strategies How can we use Consumer insights? • Better choose a target segment (segmenting/targeting) 40 ✓ Experiments: cause and effect relationship, independent variables manipulated, effect of independent variable on the dependent variable is observed. Ex. Do how you look affect how you are treated? Video: The Halo effect Domino’s has to change all the position of the brand they change the logo CASO: SONY Ex. Sony How a brand could use a marketing research? Problem: too much data They used a study that segmented consumers at a global level How do consumers perceive Sony globally? • A “statement computer” and a “high-end niche product that attracted consumers for whom style and design were a top priority” • Distinguished by its software, particularly multimedia software • A premium offering • A computer for individuals, rather than an enterprise brand • Attractive to those who highly value not only functional attributes but also more intangible benefits How do consumers in China perceive Sony Vaio? • Some Chinese consumers place particular value on foreign/Japanese brands • Some Chinese consumers prefer knockoffs, while others prefer the real thing • The Sony brand is viewed as being “young and trendy” • The VAIO brand is much less well-known than Sony; VAIO is called a “Sony computer” How did they get Consumer Insights? Three market research reports, including a study on consumer values, qualitative interview data, and a segmentation study. Recently the vice president of global marketing had encouraged all product managers to utilize a new corporate study that segmented consumers at a global level. Lesson 2: Exposure and Attention We want to UNDERSTAND/CHANGE behavior this is a result of learning process we first need to perceive Perception = awareness and interpretation of reality (SUBJECTIVE REALITY!) how each of us perceive things are different Ex. People think that the smaller plate has more food than the bigger. In the luxury restaurants most of the foods is served in big plates in order to make consumers demand psychologically more plates because their needs are not satisfied. Ex. Most people prefer to drink hot chocolate in a ceramic mug. People have this precedence because ceramic transform the perception that the chocolate is warmer. Ex. Coca cola decided to offer their drink in smaller tin. This is because people consider coca cola has something not healthy but they want to consume it. Also could be because is manageable in an easer way. Or from the producer point of view it is because consumer order more tin in the future because they feel they have done something virtuous. Elements of Consumer Perception: • EXPOSURE • ATTENTION • COMPREHANSION EXPOSURE • Bring the stimulus to the consumer • Sensation by one of the senses Can be: • 1st hand experiences (you has consumer can see, touch, directly) • 2nd hand experiences come from WOM, Reviews, Advertising (without physically see or experience the product) How do we process the information we are exposed to? (automatically) 1. Sensing: immediate response 2. Organizing: assembling sensory evidence into something recognizable • Assimilation share the same characteristics. Fit to the category. ex. Coffee fits in the category you consume in the morning • Accommodation share some but not all characteristics. Need an adjustment for fit. ex. Ice coffee you accommodate that because share some information but does not fit the category of things you consume in the morning. • Contrast does NOT share any characteristic. Not fit to the category. ex. Wine in the morning not fit to the category of product you consume in the morning 3. Reacting: physical and mental responses to the stimuli One of the problem of exposure: IS SELECTIVE (ex. Multitasking when people watch TV, people do many things like use mobile phone) as a company you can spend lots of million in a marketing campaign but if you are not able to keep the attention the campaign fails. Consumers are not willing to be exposed to a commercial. • 60% of men and 70% of women use DVRs to skip commercials (zipped: fast forwarding the commercials in recorded programs) • 1/3 of commercials are zapped (skipping the commercial) why zipping, zapping and muting is concern? • Exposure is controlled by the consumer (selective exposure) • Growing number of customers are cutting the cord (cancelling their subscriptions to multichannel subscription television services available over calbe) Companies continue to use commercial in order to get the attention/perception of the consumer (also if it is only for 1 minute) we never forget and information, whenever we see something it will be in out memories. Ex. No commercial on Netflix and Amazon prime video. If you sign up for Netflix means you don’t want commercial, this is a need that consumer have. Ways to increase exposure: • sound • at the commercial break end the consumer attention is higher • bring the stimuli next to the consumer • signs (ex. Sales signs) if many things are in sale signs lose their effectiveness When we detect stimuli? 40 Ex. Picture you don’t see the man is subliminal facebook home page In 1950 it was found that subliminal message helps to change behavior. But after it was found that only in some conditions. When? When you have that particular need. But if it is not in your consideration set the subliminal thing will not influence you. When Do We Detect a Difference? • When the difference exceeds Just Noticeable Difference (JND) • Recognizing that the two stimuli are not the same • Sometimes you want to stay ABOVE the JND (quality improvements) • Sometimes you want to stay BELOW the JND (price increases) JND Ex. FedEx logo subliminally give the sense of movement (ABOVE the JND) wanted to change the perception Ex. Google logo (BELOW the JND) Ex. Starbucks logo the first (ABOVE the JND) than (BELOW the JND) doesn’t want to get the consumer confused Ex. JCP (ABOVE the JND) change the consumer perceptions but it has created a lot of confusion in the mind of the consumer Customers complain about also the new store layout create confusion in their mind consumers don’t like confusion association with apple they have nothing in common WE DO EXPECT THINGS STAY THE CHANGE if a company change has to do that in a clear way Marketing implications: • Consumers do not notice small changes • Consumers have preferences about what they perceive • Don’t assume people see what you do • Implications for pricing, quantity changes, quality improvements, change in product design ATTENTION Devoting cognitive resources to the stimuli. Assumptions: Consumers evaluate all products using the attributes listed along the axis of the PM These attributes are the most important of all possible attributes a consumer might use for comparison The points depicted on the map are accurate representations of consumers’ view of the marketplace 1. Collect ratings for each product for each possible attribute 2. Generally, use of Likert scale survey instrument Ex – Nike is a fashionable athletic footwear brand (1= strongly disagree and 5 = strongly agree) 3. Generally N (products) X M (attributes) of questions 4. Compute mean of each attribute score for each product/brand/behavior 5. Place each product in the appropriate position on the map Distance between the points represent perceptual similarity Short summary of the perceptual maps: • Determine attributes • Create a survey to collect data • Analyze consumer’s rating of how well each behavior/product/brand does on each attribute • Pilot consumers’ perceptions Take away from the group project: Perceptual maps are good to understand you offering however you have to understand the limitations you have to use other tools 40 Lesson 3: Memory and Knowledge Comprehension Importance of leave a meaning with that message comprehension Ex. Advertising on the floor with the phone • Good for attention • Not good for comprehension Ex. Lo sai che libro? • Good for attention • They give an answer most of the time you see advertisement but you do not remember that. What can visual properties activate? ▲ Visual cues trigged cognitions that can become associated with the offering or brand that can activate our memories Memory = psychological process by which knowledge is stored and recorded retrieval is the (automatic) process of remembering or accessing what was previously stored in memory ex. Facebook asked to find friend or relatives that you don’t have seen since many time visually recognize How is information stored SPREADING ACTIVATION MODEL OF MEMORY: • Information is encoded in an all-or-none manner into cognitive units • The strength of these units increases with practice and decays with delay (If you use the information a lot you don’t have to struggle retrieving that information, if you don’t use it you think you forget it) • The cognitive units form an interconnected network (links) and that retrieval is performed by spreading activation throughout the network Ex. Nike logo – all the things that come to our mind are connected – when you have an information it is spread all over the other information that are in our mind – information is forget by time 1. Everything you are fist exposed to is in your sensory memory ex. Picture just for a second 2. Than if it is important for you it goes to your working memory ex. Picture is for the exam the information that we can store here are limited and short lived you just stat to organize it 3. Than you start to give meaning to that information ex. Picture sensation of relax or is keep to later use and goes to long-term memory Ex. Supermarket, 12 items, you can remember all the prices of all the 12 items our memory is limited. If you have to remember the price of (3-7) items, you can do that. How can you improve remembering? ✓ Repetition mentally repeat, but cognitive interference ex. Even if you show the same advertisement many times, the consumer is not alone in the market ✓ Dual coding 2 different sensory traces (mental thoughts) ex. Music and logo of McDonalds ✓ Meaningful coding pre-existing knowledge used to remember new information ex. 1989s pop rock and phone number association ✓ Chunking grouping stimuli by meaning ex. Group phone numbers ex. H&M Long Term memory = store of all the information that you have, here the stimuli are converted into meaning, it has no limit, it has unlimited capacity and unlimited duration. WHERE INFORMATION IS SOTRAGE PERMANENTLY is like a mess, that’s why we think we can’t remember many things How to retrieve from long term memory? • Mental tagging: small peace of coded information, if not tagged meaningful, you cannot find. • Rumination: unintentional, memory of long ago events, nostalgia. How can we activate episodic long-term memory? • Empathy and identification (ex. Tear resistant) • Cue episodic memories (ex. Photo books) • Rituals and past experiences (ex. Oreos) Visual activation cues SEMANTIC MEMORY 40 Information intensity amount of info in the environment Framing (ex. WE (group) are not the same as YOU and I (distance us) better WE in the communication) Timing amount of time the consumer has, point in time at which the consumer receives the message (ex. Coffee ads in the morning) INFERFERENCES What do consumers infer from an offering’s visual properties? ▲ Disorganization as a cue disgust, popularity, variety Few and disorganized what interferences can consumers draw form seeing just a few items of a particular type in a disorganized way? $ positive (the item must be really popular) and negative (too many people touched this product) it matters a lot for food but for the fabric softener this means the items could be popular ▲ Image location as a weight cue ex. Ritz ▲ Location as a cue price, quality, popularity Ex. Wine example researches show all these will change depending con culture ▲ Area Height tends to be the most influential dimension in predicting people’s area estimates. Ex. Two bottle of beer, same amount but one is higher people think there is more beer ▲ Visual cues to infer volume People drink more when is offer a drink with a short and wide glass rather than with a tall and slender glass. Both Female and Male. Changes appear smaller when they happen in two dimensions than when they happen in one dimension. Rationing effect: the larger the perceived volume, the faster consumer uses the offering Ex. Cooking oil, water, floor cleaner, spaghetti, m&m’s Volume perception drive choice larger tends to be preferred over smaller …USE INFORMATION TO MASTER YOUR ENVIRONMENT… consumers drive meaning Lesson 4: Motivation and Emotions Ex. Michael Phelps faced some problems clinic and decided to come back Motivation = the inner reasons or driving forces behind human action as consumers are driven to address reals needs. find motivation to satisfy that need • Need creates tension • Tension creates the desire to reduce/meet need • Desired end state becomes the goal • Products/services provide the desired end-state Ex. Water the wider the gap – the more motivated you are 40 Motivations are oriented around: HOMEOSTASIS • To maintain a constant, normal bloodstream (shivering wear a coat; blood sugar blow hunger; bad weather drop in dopamine or serotonin hedonically rewarding products) SELF IMPROVEMENT • Changing one’s current state to an ideal (improve health and well being exercise) Marketers? Emphasize the need ex. Strong nails Highlight the gap Offer to resolve the gap ex. Head and shoulders Since Maslow people tried to find how they could satisfy their needs. Maslow’s Hierarchy of Needs 1. Physiological needs basic needs that all the individuals has to satisfy ex. Products that are relates with eat, sleep, drink 2. Safety and security ex. Car that show are safe, air companies 3. Belongingness and love ex. Chew gum campaign 4. Esteem recognized as a person of worth, valuable ex. Audemars piguet, Audi 5. Self-actualization personal fulfillment ex. Airfrance achieving the end state In general, this order might make sense... But as people we can have many different needs at the same time it depends on you culture, job, family depends on the social context THE SAME PRODUCT CAN SERVE DIFFERENT NEEDS! Ex. Budweiser satisfy utilitarian need, physiological, ego need. VS Ex. Heineken satisfy self actualization (uniqueness) Needs are not stable they are interacted as a company you have to stay updated Motivation: UTILITARIAN • Functional related to maintain the current state Ex. Instagram and companies Ex. Uber aim is about transportation HEDONIC • To get pleasure, instant gratification, make you happier Ex. Instagram to stalk other Ex. Uber became Uber X or black At the end of the day all the individuals will have some to utilitarian and some hedonic motivation that’s way companies try to satisfy both utilitarian and hedonic motivation Each individual can have high or low motivation SYSTEM 1 LOW MOTIVATION = peripheral route Shortcuts: • Source attractiveness • Mood/feelings • Message length • Number of features • Number of arguments (strength of the arguments is not always relevant) Having a large number of arguments is persuasive Appealing, image-rich messages Simple messages Appealing and familiar spokespeople Can positive and negative emotions co-exist? Yes Ex. Uncle ill and give you money How to measure emotions: • Eye tracker – assess pupil dilution • Galvanic skin response – swear measures • Panas – positive affect negative affect scale Problems? ■ Is not clear what these emotions mean ■ Is not easy to rationalize how you feel ■ Emotions are changing at any moment ■ They have only identified 20 emotions People judge an experience largely based on how they felt at its peak (the most intensive point) and at its end, rather than based on the total sum or average of every moment of the experience. Emotions experience as a benefit for the consumer • Movies • Extreme sports • Rollercoaster rides … But sometimes things give you emotional reduction as a benefit • Home security system • Insurance • Messages • Anti- depressants • “I am sorry” greeting cards CASE: THE HUNGER GAMES What is real and what is not real is not clear. Leveraged digital and social media for BRAND STORYTELLING hedonic motivated Attract people who already watched hunger games (core customers) Campaign as to be: • Persistent – remain coherent and connected to the overall storytelling • Pervasive – multiple channel • Participatory – audience actively participated • Personalized – identity cards, victors’ contests, access to limited information … they make people to imagine Brand storytelling: • use of emotional and authentic story to connect with customers • create personal and unique consumer experiences • content connects with the audience’s imagination and evokes powerful emotions • uses character and injects personality, humor, and emotion to keep the audience engaged • evoking emotions = powerful way to connect with the audience … other examples of brand story telling ex. AirBnB – 2015 new years’ eve – statistics for brand storytelling – make a connection with anyone who used the service ex. Google – campaign love is out there – campaign how to – they make people to be engaged – create a unique consumer experience – each of us seeing this video can see something related with self – make something personal ex. Huggies – to compete with pampers – the concept of hugging someone 40 .. but remember that is very difficult to convey the emotions that you would like to convey! NB: difficult to make people engaged with emotion – emotions are complex moreover, we only used 1 type of marketing strategy, the advertisement – we don’t know their level of motivation – with an advertisement is very unlikely that you create excitement because are stable Lesson 5: Personality and Lifestyles PERSONALTIY: • unique to individual • each of us have a combination of traits • traits are stable • but traits interact with situation • that is why behavior vary across time Approaches to study personality Psychoanalytic approach: our personality is in • ID: always looks for pleasure, motivated hedonically, immediate gratification • SUPEREGO: societal norms, societal expectations • EGO: balance between ID and SUPEREGO we as individuals have many needs to satisfy so it is a very limited definition of what our personality is in marketing this approach is not really used Trait approach: we have different traits that interacts with the situation distinguishable characteristic that describes one’s tendency to act in consistent manner this approach is used in marketing 1. Value consciousness: maximizing what is received in marketing highest quality product with lowest price as a marketer you try to satisfy the need of people 2. Materialism: material goods are important what they have in their hands is more important than the general experience 3. Innovativeness: open to new ideas look for unique and innovative products and services 4. Need to cognition: engage in effortful cognitive processing compare different alternatives and your decision process is longer pay lots of attention in the information they received 5. Competiveness: strive to be better than others they will be looking for limited edition products try to be different form others … but remember that there are millions of traits, but these 5 are the most important from a marketing prospective BRAND PERSONALITY: • competence: responsible and reliable Ex. the Washington post • excitement: daring and spirited Ex. Apple • ruggedness: tough and strong Ex. Ford Truck or Van • sincerity: honest and genuine Ex. Coca Cola • sophistication: glamorous and charming consumer can believe that brand has personality not enough 5 although brand can be humanized they do not convey in the same way as individuals CASE: UNDER ARMOUR Campaign I WILL WHAT I WANT ballet Campaign I WILL Campaign I WILL WHAT I WANT Giselle Campaign Nike excitement: both difficult situations Sincerity: both there has to be some common traits (similarities) but they also have to be different (they have different personality). LIFESTYLE = the way consumers live and spend their time and money also brand can have some kind of lifestyle only few brand in the market ex. Harley Davidson lifestyles – only people that have a particular kind of lifestyle - tense for action, long hair in the wind, beards and bandanas • independent clubs with their own unique identities • prospective members had to overcome barriers • Harley owners group – paid dues, social events, rides, and rallies PSYCHOGRPHICS = the way consumer lifestyles are measured ex. Anthropologie – adult women, 20s or 30s, with money to spare, prestigious job, hefty salary, do care about the design, culture and educated, appreciation for art and aesthetics, free spirit with an independent mind, one way to attract consumer is measuring their lifestyles depending on our personality our lifestyle will change most good way to define values and lifestyle of the consumer US VALS Survey any limitations? is more focused on fashion DEMOGRAPHICS change how you behave in the market place • Age ex. yogurt • Gender ex. shampoo 40 can be classified into: 1. Membership whether the individual identify himself as a member of a group or not 2. Strength of the social tie closeness and intimacy of the group (ex. Family is the closest) 3. Type of contact whether the interaction of the group is direct or indirect (ex. In a Family is more direct than indirect) it is not about the medium 4. Attraction desirability that membership in a given group has for the individual Based on membership: Ingroup: person identifies with as a member VS Outgroup: group with which person does not identify Why group influence consumers? Remember that group have different type of expectations, needs that want to satisfy as a consumer if you are part of a group, an outgroup could be a group to which you want to enter. Based on the strength of social ties: Primary groups: most influence you as an individual in general (ex. Family) few primary groups that the individual have • Frequent contact • Direct contact • Social ties strong • Most influence • Family VS Secondary groups: not really strong the influence (ex. Social class, brand community, CB1 class) you have more secondary groups in your life than primary • less frequent contact • influence not very strong • social ties not strong • social clubs • brand communities Formal group: (ex. CB1 class) • formally become a member • set of rules • set of accepted values • codes of conduct VS Informal group: • no membership • no application required Based on attraction Aspirational group: consumer desired to become a me (ex. Marketing managers groups) VS Dissociative group: consumer does not want to belong (ex. Finance groups) Both are outgroup Reference group influence: Group of individuals who have significant relevance for a consumer and have an impact on the consumer’s evaluations, aspirations, and behavior. The influence of course is subject to the situation, context. Information influence: opinion leader/experts Normative Influence: in order to be accepted socially you try to imitate them Identification Influence: you start to internalize the expectations/behavior of certain group (ex. Religion) Peer pressure (video): pressure to behave in accordance with other people in the group in order not to be unassociated from the group. Reference group influence on product selection: Whether the product is public or private, luxury or necessity, the influence of the group on the consumer changes. 40 Public necessity: you need that particular product so we don’t have to ask other opinion to whether we need it or not, but due to the fact that is something that we have to show in public we have an influence for the brand and could evoke something about us. • influence low for the product selection • influence high for the brand selection Public luxury: evoke something about your lifestyle, they are not necessities • influence high for the product selection and brand selection Private necessities: things that people don’t see in public, socks that we wear • influence low for the product selection and brand selection Private luxury: not necessities that you have at home • influence high on product selection • influence low on brand selection …those who care about product selection for public necessities have better probabilities to become successful… when are we influenced by the reference groups? • Visible usage • High relevance of product to group • Low individual purchase confidence • Strong individual commitment to group • Non necessity item (not the only but few of the times) Four types of social influence: ✓ Reciprocation ✓ Social proof ✓ Authority ✓ Scarcity Reciprocation The principle of reciprocation 0 25 9 0 2 5 9(ri-sipr -kāSH n) – noun Responding to a gesture or action with a corresponding or complementary gesture or action Quid pro quo? Afavorforafavor Widely used in market (ex. I gave you a sample so you buy my product) Reciprocity influence ex. When you give money for a survey high number of people complete it in respect of a promise ex. Women drinking at a bar and a man buy that more likely to have sex The Door-in-the-Face Technique • Making a big request expecting to be rejected, so that one may follow up with a smaller request 
 • By moving from the big request to the small request, the asker is making a concession 
 • Reciprocity demands that the request also make a concession (now that you have rejected the bigger request, you have to accept the smaller request) ex. House rent ex. Fundraising, donations ex. Supervise a group of young people in the zoo Social proof Lesson 6: Culture & Context Effects What is culture for you? Set of values that a group have in common all the groups can be considered as subcultures What is your culture? Italian, north of Italy, What is the effect of culture in our behavior? Companies care a lot about the culture of the customers. The way you dress. For every culture there are some socially acceptable and socially not acceptable behavior. Culture can change? Certain time to change, adapt yourself to a certain culture, try to identify what is socially acceptable and what is not. Culture is another social influence source Commonly held societal beliefs that define what is socially gratifying within a specific society. Something that is important for our culture can be not important for another culture. Ex. Dunkin Donuts “America runs on dunkin” this slogan would be meaningless in Italy you don’t go there to have an experience, not pleasurable places really fast service the idea is “rub and go” they position themselves as a place in which you go in the morning very quickly American will be able to understand the meaning of this slogan works in the US but not in India Why culture is important? It provides meanings, it provides signals about the lifestyles of people Dimensions of Cultural Values (CSV) 40 Individualism • US is defined as an individualistic culture less likely to share responsibility with other people • Majority of the world has a collectivist culture Influence on the behavior: • Individualistic: they prefer to come up with their own decisions less influenced by other people opinion • Collectivistic: great influence of group on individualistic behavior more looking for reviews more attention on what other people say Power distance • North America little power distance less acceptable that there are social difference among people • South America more acceptance for power distance Influence on the behavior: • The higher the distance the more luxury consumption will be reflect self presentation • The more power distance the more materialistic the culture would be Masculinity • Only in a little part of the world there is less masculinity Influence on the behavior: • More gender discrimination in masculinity more defined roles • Brand personality in a masculine culture products will show success brand should convey that the brand is strong, is powerful, have control Uncertainty Avoidance • East cultures try to avoid uncertainty prevention oriented they will not take risk Influence on the behavior: • Insurance works good in uncertainty avoidance • Otherwise stock options, innovations where there is low uncertainty avoidance Short term orientation • East more long term orientation (Russia) • The majority of the world is more short term orientation Influence on the behavior: • Short term oriented will save less spending more in the present more likely to buy non durable goods • Long term durable goods Indulgences • Majority of US is indulgent hedonic motivation Influence on the behavior: • In indulgences cultures more impulsive purchase, experiential consumption, consumption of luxury products, pleasurable activities Can brand have cultures? A brand represents a culture! In the mission statement their will show their values and beliefs. Be perceived to have their own culture. Can brand create cultures? Yes. By rituals. Ex. Coca cola perfect example about how a brand tried to create its own culture. The culture for consuming their own product. CASE: COKE FIFA world cup What do music and sports have in common? • Excitement • Engagement • People • Being a group • Passion • Unify people • Fans • … What do music, sports, and soda have in common? Coca cola sells different beverages and try to create culture with use of culture for sports activities. Many people go engaged. Every country has a national anthem, they do try come up with an anthem reflecting the culture. Russia failed in doing this. Opportunity to connect people in a better way. Contextual effect 40 The option not to choose Ex. 2 cameras • When the option to NOT choose is salient, more comparisons are made WITHIN an option (i.e., more compensatory decision making). 
 • Easy-to-compare attributes become relatively LESS important in choice. Lesson 7: Sensory Effects Non conscious behavior that effect consumer behavior there is no effort from the consumer point of view he is not aware that is influenced by this factors Almost all of them are related with the choice environment REASON BASES CHOICE AND CHOICE SET COMPOSITION influence the buying decision CHOICE ENVIRONMENT influence perception process This effects are related with our 5 senses high influence on how we perceive things perception process directly influence the exposure element of the perception process Music • Tempo • Music go fast – people go fast • Cognitive load • Cognitive resources to understand the meaning – maybe this could make the decision maker harder • Remember • Remember the message • Emotions • Depends on the mood Music has an unconscious effect on consumer behavior can you use the results of this study for every product category? No • Gym • Different brand – different brand Store design • Narrow aisles lead to more variety seeking – seeking freedom through variety • Butt-brush effect: People (and especially women) do not like to be bumped from behind and will abandon their browsing when crowded • Some customers hate to go to Ikea because you have to follow a predetermined path – influence the consumption process Scent • Scents can activate appetites, desires and goals • Ex. Cinnabon, Mrs Fields • Direct influence in need triggering more related to exposure (not on evaluation of alternative or information search) • Majority of the brand are related with cosmetics • Ex. Abercrombie the scent become part of their positioning CASE: DEHODORANT Company who don’t know if to keep the scent or to change it It was more a problem with the association with the brand Perceived as a brand for old people and they targeted young segments From a consumer point of view repositioning is related4 with the perceptions They rename – rebranded the product – in order for the consumers to forget 40 They renamed the scent for young people