Consumer Behaviour Flashcards
Why do users log in?
Affinity impulse:
social networks enable participants to express an affinity, to acknowledge a liking or relationship with individuals and reference group. To stay in touch with people we like and or admire.
Personal utility impulse:
a major motive for social media activity is utility, such as information seeking, incentive seeking, entertainment seeking, or convenience seeking. At the base of utility
impulse is the question “what’s in it for me”.
An utilitarian sense to find information, expertise and support, and an entertainment sense.
Contact comfort and immediacy impulse:
people have a natural drive to feel a sense of psychological closeness to others. Immediacy also links to feeling a sense of relief when the contact is without delay: do you keep on checking FB or other to see if you got a response?
Curiosity impulse: people may feel a curiosity about others and want to feed this interest. This is also referred to as prurient impulse. People tend to watch more than to engage.
Altruistic impulse: some participate in social media as a way to do something good or to ‘pay it forward’. This also has led to ‘slacktivism’: supporting good causes just with a like or a retweet.
Validation impulse:
Social media focuses intently on the individual, feeding one’s ego. If I’m not on social media, do I really exist?
The Social Technographic Ladder
Creators Conversationalists Critics Collectors Joiners Spectators Inactive
Social consumption versus social creation matrix
Attention seekers
Devotees
Entertainment chasers
Connection seekers
The social currency ….
measures the ability of brands to fit into how consumers manage their social media centric lives and it is based on the premise that social consumers are defined by the extensive use of technology and social media, limited desire time and attention for decision making and desire for value and utility.
It’s 7 dimensions are:
Personal identity Social identity Self expression Conversation Affiliation Information Utility
