2.7B Means-end chains in marketing B1 insights and motivation Flashcards
Consumer motivation is
is an internal state that drives people to identify and buy products or services that fulfill conscious and unconscious needs or desires.
Common ideas in consumer motivational/CB theories
1. Hierarchical
2
a. Means end chain theory is hierarchical in abstractness. From attributes/characteristics to values
b. Maslows hierarchy of needs
Common ideas in consumer motivational/CB theories 2. Level of abstraction
a. Functional/utilitarian
i. Cognitive, rational goal to avoid/solve a problem
b. Symbolic/expressive
i. Emotional, hedonic goal to enhance social or self-image
example functional motivation
portable lightweight etc
example symbolic motivation
perfume johny depp, and not about the ingredients
How to uncover consumer insights?
Zanoli & Naspetti
: the actual motivations of product consumption can hardly be found by just asking straightforwardly to the consumer why. In most cases consumer not aware of his decioson making process.
what is zmet
ZMET is a technique that elicits both conscious and especially unconscious thoughts by exploring people’s non-literal or metaphoric expressions.
ZMET
Deep metaphors: 3 bullet points for explanation
- basic frames or orientations we have toward the world around us. Deep beacuese unconscious and universal.
- Hidden thoughts and patterns
- Shapes out lives, motivation and behaviors (consumer)
how to get deep metaphors (zmet)
unconscious thoughts often include emotions and memories. And are framed in terms of pictures rather than verbally. Based on chosen images, mood boards and interviews
in marketing you can use these deep metaphors to 3
- Analogies/métaphores as communication Methods
- Simplify complex ideas and communicate meaning
- Make positioning, branding, marcom come alive
zmet example balance
o Harmony, adjustment and maintenance, control.
Physical, moral social, psychosocial
