Introduction to CB; Motivations and Emotions Flashcards
What is Consumer Behaviour?
The mental and physical activities undertaken by consumers to acquire and consume products to fulfill their needs and wants.
Mental activities: in the mind - Thinking, feeling, knowing/
Physical activities: Acts of the human body – Visiting stores, surfing the internet…
Consumers: Anyone engaged in acquisition and use of products and services available in the marketplace.
Products: Broad definition – Any physical or non physical product or service that offers some benefit to the consumer.
Group Influences – Asch conformity experiments
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What are needs and wants and does marketing create needs?
A need is any motivator that encourages a behavioural response - Can be for necessities like food, but also for social and psychological reasons (need to belong).
- Marketing doesn’t create needs, but uses them by reminding us of salient (important, prominent) needs at the right time.
- Marketing encourages us to want brand X by associating its acquisition with the satisfaction of a need.
- Wants are specific manifestations of the needs and are linked to a specific goal object.
A model of consumer motivation:
Biogenic needs:
Conditions of discomfort stemming from our biology: hunger, thirst, tiredness, oily hair, food intolerances…
Psychogenic needs:
Stem, not from our bodies but from our psychological make-up, the way we think about ourselves and about the world (look cool….)
Maslow’s Hierarchy of Needs
Limitations of Maslow’s Hierarchy of Needs:
- Little evidence to support the theory’s hierarchical aspect: Some individuals appear to place social needs before any others.
- Difficulty explaining cases such as the “starving artist”, in which a person neglects lower needs in the pursuit of higher ones.
- Little evidence to show that people are motivated to satisfy only one need level at a time.
Motivational conflicts
Because a purchase decision can involve more than one source of motivation, consumers often find themselves in a situation where different motives conflict with one another.
Three general types of conflicts:
- Approach-approach
- Approach-avoidance
- Avoidance-avoidance
Approach-Approach Conflict:
When we have to choose between two or more equally desirable options, an approach-approach conflict results
Approach-Avoidance Conflict:
When we feel a goal is both desirable and undesirable, we feel an approach-avoidance conflict
Avoidance-Avoidance Conflict:
When we have to choose between two or more equally undesirable options, an avoidance-avoidance conflict emerges
The issue with consumers’ motivations:
- Why did research into mobile phones not anticipate that social value rather than work usage would drive their success?
- Why did research into the concept of herbal tea on UK tea drinkers indicate they would never take to ‘funny tea’, when they did?
People don’t say what they mean or mean what they say
Steve Job’s advice on consumers’ motivations:
“It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.”
BUT: He later stated:
“You’ve got to start with the customer experience and work backwards to the technology…I’ve made this mistake probably more than anybody else in this room…As we have tried to come up with a strategy and a vision for Apple, it started with ‘What incredible benefits can we give to the customer? Where can we take the customer?’…I think that’s the right path to take”.
How Jobs’ advice can be used?
“Jobs’ initial advice has limited application, but there is a lot of insight to be gained from his words, particularly in regards to not drowning out your own innovative ideas with customer feedback gathered from poorly framed questions…”
“Find out what customers want without directly asking them”
Projective techniques and consumer research - ony Bravia TV Ad ‘Paint’: II
“ To which group of people would the brand, as portrayed by the ad, most appeal?
- Brand image: ‘vibrant colour’, ‘lively’, ‘outgoing’, ‘dynamic’ and ‘cool/trendy’ – exactly where communication strategy wanted to be.
- Campaign succeeded in pushing SONY’s preferred choice status from 37% to 57%
What is neuromarketing?
Neuromarketing applies the principles of neuroscience (scientific study of the nervous system) to marketing research, studying consumers’ brains responds to advertising stimuli.
- Neurometrics: The measurement of an individual’s underlying brain activity [e.g., functional Magnetic Resonance Imaging (fMRI)].
- Biometrics: Measurement of an individual’s biological characteristics that reveal something about emotional arousal (e.g., heart-rate monitoring and eye- tracking).
Example: Coke vs. Pepsi
- First fMRI test: Blind test (Coke and Pepsi): Orbitofrontal cortex activated (‘reward’ center – Pepsi had somewhat more appealing taste – no strong results);
- Second fMRI test: Knew the brands – Hippocampus and dorsolateral prefrontal cortex activated (centres for memory and emotion): People preferred Coke based on memory of past experience and emotional connections.
Example: De Hypotheker
- Dutch mortgage advisor. High brand awareness but had to increase preference
- Mortgage: Complex, significant life decision
- Used fMRI (30 participants)
- Ads that criticized competitors or focused on stress received badly; reassuring ads that evoked sympathy received highest brain rating.
- Preference rose by 42% since launch.
- For the first time, De Hypotheker became market leader, scoring 16% higher on preference than its closest rivals.
Measuring emotions
The John Lewis Christmas Advert (Monty!)
- Emotion analytics - Beginning, middle and end scores.
- End score critical - shows viewer is engaged.
- Compared the emotion engagement (all expressions observed on the face) of the last 10 seconds of the ad to the last 10 seconds of 3,449 ads tested in US and UK combined.
- Ending ranked 5th out of 3,449.
- No. 1 when looked at 60 seconds ads tested in the UK.
- One of the strongest, most engaging emotions in an ad ending.
