Chapter 8 - Step 5: Audience Insights (TEST 1 INCLUSIVE) Flashcards
Five audience insights (PDPTI)
Perceived barriers
Desired benefits
Potential motivators
The competition
Influential others
eg: working out
Competition = TV time
Influential others = celebrities promoting working out
Perceived barriers
Barriers may be related to a variety of factors, including knowledge, beliefs, skills, abilities, infrastructures, tech, economic status, or cultural influences
Desired benefits
What’s in it for me?
The priority audience wants/needs benefits
They must value these benefits
Potential Motivators
Ideas shared with social marketers
Responses from users fall into one of the 4P categories
eg: free gym membership
The competition
Behaviour your priority audience is doing instead of the one you are promoting
Behaviours they have been doing forever such as a habit they would have to give up (long showers)
Organizations and individuals who send messages that counter or oppose the desired behaviour
eg: watching TV instead of going to the gym
McKenzie-Mohr framework
Change the ratio benefits to barriers to make the target more attractive
4 ways:
1. Increase the benefits for target behaviour
2. Decrease the barriers (costs) of the target behaviour
3. Decrease the benefits of the competing behaviours
4. Increase the barriers (costs) of the competing behaviours
Influential others
Midstream audiences - social group that priority audience belong to, coworkers, classmates, neighbours, family members, etc
They may also be individuals the priority audience finds trustworthy, likable, and as having expertise
Social comparison theory
We look to others’ behaviour to inform us about reality
eg: left side of escalator for passers
Group effects on individual behaviours
Support groups (weight watchers, peloton)
Bandwagon effect
Group types
Close-knit (neighbourhood, friends/family, tribe, professional)
Diffused (effects spread virally through loose social networks, general community)
Informational & normative social influence
Publicize a norm (people feel that its a generalized thing)
Countering misperceptions (descriptive norms = majority is doing, injunctive norms = majority is thinking)
Make support for behaviour visible
Deindividuation
Individual identities become submerged within a group
eg: binge drinking at college parties
Social loafing
People don’t devote as much to a task when their contribution is part of a larger group
eg: We tend to tip less when eating in groups
Risky shift
Group members show a greater willingness to consider riskier alternatives following group discussion than if members decide alone
Diffusion of innovations
The spread of adoption from a few to many (like the PLC)
