Consumer Behavior Final Flashcards
the emotional button
Amygdala/Limbic system (emotional brain)
Marketing & Research implications
We don´t sell products/services/brands… we sell emotions
The main basic emotions
We tell relevant & emotional stories (storytelling)
Brands which better emotional connection, grow more
Emotional linkage:
Low +32%
Intermediate +110%
High +191%
How to connect our brands, products & services to the reward system (motivations)
DOPAMINE
REWARD SYSTEM
directly determines brand growth
Brand experience:
Low -8%
Intermediate +92%
High +188%
Consumer mind has brake & throttle (accelerator) for decision making
Frontal lobe
Limbic system
we are trying to understand how “buy bottom” works
true
Brain/mind is saturated a way to catch attention…;
innovation
Innovative brands achieved better shareholder return
Invest more on advertising
At able to grow 7x
The average brand scores > 100 Disney, Apple, Microsoft, IKEA, Pampers
Emotional braib
Limbic system
Brands have to be ……………..to get room in the consumer mind
MEANINGFUL, DIFFERENT &; SALIENT,
Spotify / Google / Whatsaap / Apple / ZARA / NEtflix /Instagram
Motivations (positive valence)
comes from the Latin word “movere”, which means “to move”
is an “inner state of arousal”, with the aroused energy directed to achieving a goal
evokes a psychological state in consumers called “involvement”
Motivation has to do with the reward system
Barriers (Negative valence barrier)
is an “inner state of arousal”, with the aroused energy going in an opposite direction regarding a determined object
In a consumer behavior context the result of a barrier is avoiding a determined product, service, brand, experience, packaging, advertising campaign
Marketing and Research implications (Motivations and Barriers)
Marketing team support its product, service, brand… on motivations and try to avoid every barrier (having in mind the consumer perception & experience)
Similar terms with Motivation and barriers
Motivations barriers Drivers brakes Gains pains Advantages disadvantages Likes dislikes
Determines the brand growth
Brand experience
Gap Between motivations and Barriers
Neutral (indifference)
Ambivalence
Motivations (individual differences)
The motivations and barriers of a consumer depend on her/his personal learning history about pleasure or displeasure experiences
How to distinguish Motivations
Level of motivation
Direction of the motivation (object)
Things related to dopamine and reward system
Meditation Series Reading books Music Running Football Sports Fashion Beer Coke Cheese Hamburger Coffee/tea Chocolate
What affect motivations?
- Personal relevance
- Values
- Needs (desires, impulses…)
- Goals
Business, Marketing and Research implications of motivations
- To segment and target specific markets
- Enhance motivation to process communication
- Product development and; positioning (R+D)
Motivations and; sorroundings
Values
Needs
Goals
Beliefs
Attitudes and; sorroundings
Personality
Lifestyle
Behavior and; sorroundings
Habits
Routines
Rituals
6 Basic emotions
Happyness Sadness Fear Surprise Anger Disgust
Where do emotions play a key role
in the customer experience
Emotions are used everyday in Marketing, Communication and Commercial actions
Definition of Attitude
A state of mind in the sense of “settle behavior, an representing feeling or opinion
A psychological tendency, model or framework to assess the world
A kind of “glasses” to relate and assess the external reality
An attitude implies the collaboration of 3 levels as they Express a judgement
Cognitive level
Affective level
Behavioral level
An attitude implies…
A way of thinking (cognitive) thoughts about something
A way of feeling (affective) emotions toward something
A mode of behavior (behavioral) actions regarding something
Attitudes examples…
…are “positions” toward the external reality (world, market, category, product…)World Ideology Religion Market Category Product Technology Food
Attitude
Mental entitty that charatherizes a person
Complex and acquired by experiences
Predisposed stated of mind / responsive
Uses and; Attitudes studies
U and A
Segmentation
Consumer typologies
Attitudes past vs today
Past (social class)
Today (attitudes, personality, lifestyles)
how is built Personality from a biological approach
Temperament (genetic dimension) + Character (Cultural dimension and how we react)
“It is not the strongest of the BRANDS that survives, nor the one with the best business intelligence,
but the one most responsive to change”
It is the last evolution of the nervous system
Frontal Lobe
Responsible for basic functions
Cerebellum (Present/TO DO)
Basic function: rituals routines habits behavior uses
Responsible for learning
Lymbic system
Responsible for emotions and memory
Amigdala Hippocampus
Responsible for motivations & barriers
Reward system
Less complex activities of the brain (related to actions & Behavior
Behavior / Habits/routines/rituals / uses
Perception /attention/senses/ motivations & barriers/emotions
Responsible for empathy
Mirror neurons
Human mind main 4 functions
To Do (present/reptiles) To Feel (learning from past/mammals) To communicate /to say To think (managing the future/ human being)
Hardware and software of the human mind
hardware: brain
software: mind
Brain & mind role
Innovation (what are we going to do newer)
Learning (what are we going to do better)
Two hemispheres linked by corpus callosum
Left (logic, math, language, reading, writing, analysis)
Right (personality, creativity, intuition, music, art, spatial abilities)
Biochemistry and personality trait Eysenck
Introvert vs extrovert
Emotionally unstable vs emotionally stable
Difference vs introvert and; extrovert
Introvert (high arousal level, don’t look for social stimuli)
Extrovert (low arousal level, look for social stimuli)
The brain is not a digital computer, its a juicy gland
Robert Zajonc
The brain as a computer
Physics
Electricity
Nerve impulses
The brain as a cocktail
Chemistry
Neurotransmitters
Hormons
Biological approach application in marketing research
Neuroscience and; Neuromarketing
Tools to track emotions:
FMRI Limbic system Brainwaves (EEG) Brain Cortex Facial coding Face Skin Conductance Skin Biometrics Eye tracker
Part of the brain related to system 1
Limbic system (emotional connection)
Part of the brain related to system 2
PRefontal lobe (a good reason why)
Personality Frameworks
Biological approach (Charles Darwin)
Trait approach (Gordon Allport)
Psychoanalysis (Significant Freud, Anna Freud, Eric Berne, Carl Jun)
Humanism ( Rogers and Maslow)
Cognitivism (Skinner, Bandura and Mischel)
Origins of the trait approach (personality)
Gordon Allport 1936 Looking for a factor → a cluster of items The factor analytic method Statistical analysis (quant) To explain & predict behaviors
the trait approach today (personality)
The Big five (most widely accepted factor analytic solutions) Open (smart or dumb) Conscientious (coun on) Extravert (bully) Agreeable (warm) Stable(neuroticism) (crazy?)
Which is the trait most controversial
Open
Questions related to the Extraversion trait
Is active & dominant, or passitve & submissive? (can I bully or will bully me)
Questions related to the Agreebleness trait
Is agreeable (warm & pleasant) or disagreeable (cold & distant)
Questions related to the Conscientiousness trait
Can I count on (is responsible and conscientious or undependable and negligent)
Neuroticism
Is crazy (unpredictable) or sane (stable)?
Openness or intellect
Is smart or dumb (how easy will it be for me to teach him)
The father of psychoanalysis approach
Sigmund Freud
Marriage to Understanding consumer behaviour
Psychology
Business Marketing Research
Types of motivations
NEgative Balance (barriers) Neutral Balance Positive Balance (motivations)
Psychoanalysis approach (personality)
Excessive complexity
Case study method
Clinical environment (Psychopathology)
Untestability
STRENGHTS AND APPLICATIONS TO THE MRCB:
psychoanalysis approach
The unconscious world
The emotional level
Application to Market Research and Consumer Behaviour
psychoanalysis approach
Free association (Through the language to the mind The emotional level) Qualitative Research (2 levels: manifest and; latent level)
Freud: first model about the mind
Conscious level (conscious mind 10%) Pre-conscious level (Subconscious mind) 50-60% Unconscious level (30/40%)
Freud: second model about the mind
Superego (moral and rules / ideas and moral concept
Ego (conflict)
ID (needs and wishes) /stimuli
The Psychoanalytic ApproachApplication to the MRCB
(Consumer typologies
Extroverted versus
Introverted
Responsibility of Hypothalamus
basic functions
Responsibility of Reward system
motivations & barriers
Responsibility of amygdala
emotions
Responsibility of Mirror neurons
For empathy
Responsibility of limbic system
learning
The Psychoanalytic Approach Carl Jung - consumer typologies
Extrovert vs introvert
Collective unconscious
It refers to structures of the unconscious mind which are shared among beings of the same species.
The human collective unconscious is populated by instincts and by archetypes universal symbols
universal symbols for collective unconscious
The Great Mother The Wise Old Man The Shadow The Tower The water The Tree of Life, and many more
3 approaches fo thr collective unconscious
Ego
Personal unconscious
Collective unconscious
The Psychoanalytic Approach by Anna Freud
Mechanism of defence
Mechanism of defence Application to the MRCB
Consumer psychological mechanisms:
Projection
Introjection (identification)
Rationalization
Consumer psychological mechanisms of the Psychoanalytic Approach
Projection
Introjection (identification)
Rationalization
Whta is projection mechanism about
Attributed an unwanted impulse or attribute in oneself to other people (association with friends going to some places)
What is Introjection (identification) mechanism about
A person incorporates into his/her own psychic aparatus the characteristics of another person. (association with other People)
What is Rationalization mechanism about
Create a seemingly logical reason for doing something emotionally (channel example)
Transactional analysis Eric Berne
Parent (Superego)
Adult (Ego) here and now
Child (id) replayed from childhood
Transactional analysis Eric Berne - PAC model
Parent Ego State: behaviors copied from parents
Adult Ego: behavior as responses to the here and now
Child Ego: behavior replayed from childhood
Differences between personality approaches
Biological approaches: body and personality
Trait approach: individual differences, Quantitative and factorial
Psychoa- nalysis: complexity , clinical , unconscious, sexual, aggression
Humanism: introspection, awareness, unique, positive, self, motivations and creativity
Cognitivism: behavior research, experimental, science, objective, environment
What is the Biological approach about
The body and the personality (genetic, physiology, anatomy…)
What is the Trait approach about
Individual differences
The average of many behaviors performed over time and across situations.
Quantitative approach
Factorial analysis
What is the Psychoa- nalysis approach about
Complexity Clinical approach (psychotherapy) Unconscious Sexuality Aggression
What is the Humanism approach about
Introspection Awareness Unique person The positive part of the personality Self actualization Motivation Creativity
What is the Cognitivism approach about
Behaviour Research (data) Experimental design Objective Science Tight theoretical reasoning Environment
The Humanistic Approach
- unique view of reality
- PHENOMENOLOGY: THE BASISC OF FREE WILL
- OWN OPINIONS
- Qualitative research: active listening and acceptance
- consumer perspective
- different views of reality and difference in cultures
- no selfish or meaningless
- cheerful perspective
- PHENOMENOLOGical principle: reality is what you make it
- experience
Phenomenology
The present now and here
Most important that the world it self
The pillars of Qualitative Research are (The Humanistic Approach):
-To connect with the consumer point of view (to put oneself in someone else´s shoes).
-Unconditional listening and acceptance of the other´s perspective.
-Empathy.
-To be 100% here and now the present.
-Completely consumer centric.
What is shared by some/all of them
What is unique from a cluster (gender, age, kind of consumption, country, city, etc)
Out of control and extreme motivations and rewards
Addictions
Carl Rogers humanistic approach
8 elements of humanistic Humanistic humans study Holistic human system Historic person while history from birth to death Phenomenological focus on personality Real life person in nature Positivity joy Will choices decisions Value. Phisolophy of life
Central insight of both Humanistic approach and qualitative
Ones conscious experience of the world is more important than the world phenomenology
Optimistic humanism
Self Actualization Carl Rogers
The Hierarchy of Needs - Abraham Maslow
Self Actualization Carl Rogers
people have a basic need to actualize, that is, to maintain and enhance life
The Hierarchy of Needs - Abraham Maslow
Pshysiological (breath food water)
Safety (security, employement, morality, health)
Love/Belonging (friends, family, sexual intimacy)
Esteem (confidence, achievement, respect)
Self-actualization (moral, creativity, problem solving)
Leves of the piramid
Pshycological Body
Pshycological Mind
Sociological World
Positive Psychology: Martin Seligman
Rebirth of humanistic Happy and meaningful Study of happiness Inherently optimistic Optimism /human strenghts
Cognitivism Approach
Skinner: operant conditioning
Bandura: social learning
Mischel: cognitivism
Stages of develoipment of cognitivism approach
- Behaviorism: behaviors rewarded become more likely to occur. Power to influence others
- Social learning: learn watching others. This change OUR behavior
- Cognitivism: respond to what is rewarded and expected to be rewarded. MENTAL COGNITIVE PHENOMENA
What is behaviorism approach about:
Radicalism, extremism, reductionism
STIMULI RESPONSE MODEL
What is social learning approach about
Observational lerarning, imitations, celebrities
Ones interpretation, phenomenological imprlications,
about the self and self concept
BRAND ASSOCIATIONS thrue SENSES and BELIEFS
What is cognitivism approach about:
operant conditioning. Loyalty programs!!!
If (thinking, beliefs) …. then (contingences/consecuences)
BEHAVE - OBSERVE - EXPECT
Learning pyramid
Retention Rate Lecture 5% Reading 10% Audio Visual 20% Demostration 30% Discussion Group 50% Practice by doing 75% Teach others 90%
Identity & Personality
Crucial for consumer connection
Identity: who we are, they most difficut question
Self (subject) Me Object
Identity: own sense of shelf
Who is the SELF
reality our identity, name, body, skin, ID, Consisntency a long time and space Builds external reality Theory of the world
Different pieces of the self
Self perception
Self steeem
Self assesstment
Who is the ideal Self
Desieres
What I would like to be
Personality
Set of individual differences affected by development of individuals values attitudes, personal memories, social relationships, motivations, habits etc.
What is Johari Window about
Joseph Luft & Harrington Ingham (
a model used to help people better understand their relationship with self and others.
The zone known to others (customers) and known to self (company)
Open Zone (arena)
The zone known to others (customers) but not known to selff (company)
Blind ZOne (blind spot) /
The zone not known to others (customers) and known to selff (company)
Hidden ZOne (facade)
The zone NOT known to others (customers) but not known to selff (company)
Unknown zone
Generation
all people born and living same time collectively
avg period of 30 years
historical perspective
each develops new novelties and differences
Generation concept has to do with:
New values
new lifestlyes
