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14 Cards in this Set
- Front
- Back
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Consumption - Rational vs. Emotional |
Traditional model of consumer decision-making assumes consumers are rational (motivated to invest effort to search for/process information) - in reality humans are cognitive misers (seek to reduce cognitive effort) - use rules of thumb - consumers passion is seldom cultivated through rational arguments about tangible benefits Traditionally assumed that cognition mediates emotion (through cognition emotion is brought about) - Zajonc (1980) argued emotion is a separate processing system which does not involve cognition, and is also the primary influence on the development of preferences and sometimes actually precedes cognition Affect Choice Model (Mittal, 1988) - applies to highly expressive purchases - suggests emotion-based choice is hollistic, self-focused and not capable of being verbalised |
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Emotional Choice |
Emotion-driven choice motivated by the interpretation of symbolic meaning and construction of self/social-identity - learn culturally appropriate rules about feeling through socialisation - brand personality congruence with self-perception Emotionalizing - linking products to emotions where have little rational connection to strong emotions (e.g. Kleenex - traditionally positioned about control - repositioned as there to clean up when things got emotionally/physically messy - encouraged people to cry/shout/laugh - let emotion out) Sensory branding - forge emotional associations in customers' minds by appealing to their senses (e.g. Singapore Airlines - introduced aroma forming scent of flight attendants' perfume, blended into hot towels served and generally permeated entire fleet of planes - became distinct/unique trademark of brand) |
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Think vs. Feel |
Use different decision-making process based on type of product and level of cognition (classic, impulse, emotion, habitual) Only 20% of decisions are rational Foote, Cone & Belding Product Classification System - High vs. Low involvement, Thinking vs. Feeling |
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Consumer Motivations |
Maslow's Hierarchy of Needs - physiological, safety, belongingess, esteem, self-actualisation - people seek to satisfy fundamental needs before moving up hierarchy Sheth et al.'s Consumption Values (1991) - functional value (functional performance), social value (association with specific social groups), emotional value (arouse feelings), epistemic value (arouse curiosity/provide novelty), conditional value (result of specific situation/circumstances) |
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Social Contexts |
Opinions - cognitive (based on thoughts) - quick responses - typically held with limited conviction - often not yet formed or fully developed an underlying attitude on the issue Attitudes - affective (linked to emotion states) - held with greater degree of conviction and over a longer duration - more likely to influence behaviour Values - conative (linked to motivations/behaviour) - held even more strongly than attitudes - underpin attitudinal and behavioural systems - linked to our conscience - developed through familial socialisation process, cultures etc. |
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Social Differentiation - 4 Groups in Relation to Luxury Items (Jee Han et al.) |
Individual choice between brands will be partly determined by historical social background rather than recent marketing Particians - quiet signals of status - pay more for inconspicuous brands - more interested in associating with each other than disassociation from other groups (E.g. Edward Green Shoes) Parvenus - wealthy but crave overt signals - primary motivation is disassociation from other classes (e.g. Rolex) Poseurs - high need for status but low wealth (counterfeit versions of Patricians' favourite brands e.g. Bangkok Rolex) Proletarians - low need for status, low wealth (e.g. Lonsdale) |
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Brand Communities |
A specialised, non-geographic set of relationships that develop among admirers of a brand Share common identity - conscious of being different from others Brand meanings collectively forged among members (e.g. Macintosh brand community members use overt opposition to Microsoft as source of unity) |
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Tribes |
Act as ambassadors for brands Co-create deeper meaning promoting the brand through their own invocative, personalised brand stories Generate insights for NPD, design improvements and innovations Tribal tourism - growing trend where teens no longer join one tribe but pledge allegiance to a number of different groups simultaneously - su-cultures more fluid Brand transgression - harms process of co-creation - formerly loyal communities can create significant backlash (e.g. Ipod's dirty secret - iPod batter died, refused to help as out of warranty - film maker produced film amassing over 6 million views) |
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Anti-Brand Activists |
Raise consumer consciousness about excesses/exploitations of corporate capitalism - creates brand image that directly competes with corporate brand image (e.g. Adbusters) Culture jamming - using advertising tools/techniques subversively to cast a critical light on marketing practices - anti-marketers who use guerrilla tactic to uncool iconic brands (e.g. Nike posters - 'just do it' child working in factory - Nike tried to sidestep by claiming competitive disadvantage/no grounds for interfering in politics of foreign nations - mounting pressure forced Nike to take action to improve reputation and salvage brand |
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Implications |
Need to consider emotional and symbolic dimensions in addition to rational Brands cannot be fully controlled - need to be responsive - exploit naturally occurring social influences - monitor cultural cues for signs brand is beginning to develop negative images/symbolic meanings - catch during underground phase - understand which aspect being subverted and what alternative symbolic brand meanings are/can be created Adapt emotional story before it goes stale and precipitates a full-blown crisis Brand revitalisation strategy must fit with prevailing cultural conditions - particularly given corporate transparency now available on internet |
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Relationship Theory (Fournier, 1998) |
Brand as a relationship partner - not as a passive object but an active, contributing member of the relationship dyad Showed brands serve as powerful repositories of meaning, employed in reproduction of concepts of the self A matter of perceived goal compatibility between consumer and brand Consumers don't choose brands, they choose lives - what matters in the construction of brands is what consumers do with brands to add meaning to their lives |
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Brand Experience (Brakus et al., 2009) |
Brand experience creates brand personality associations which can influence consumer satisfaction/loyalty 4 dimensions evoked by brand-related stimuli Sensations (Apple - 'I love the touch and feel of the products) Feelings (BMW - 'Makes me feel young') Behavioural responses (Nike - 'Makes me want to work out') Social context (Apple - 'I feel part of a smarter community) |
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Les Binet - Adam&EVE |
Urged not to rely on big data - useful for short-term functional goals that are anti-emotion - emotive advertising is key for long-term success John Lewis advert wouldn't have been possible with big data approach |
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Increased desire for experience among younger generations |
18-34 year olds less materialistic - feel a growing affinity for brands that offer worthwhile experiences rather than mere possessions More concerned with what brands stand for and what experiences they offer |
