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
