This video explains how a consumer's attitudes toward brands and messages shape their product preferences over time.
- Consumers have attitudes toward a wide range of things,…from product-specific behavior…such as you use Crest toothpaste rather than Colgate,…to more general consumption-related behaviors…such as how often you should brush your teeth.…When Subaru of America began work…on a new marketing strategy,…the automaker discovered that even though…most auto buyers had heard of the brand,…few had strong emotional connections to it.…
However, current Subaru owners…experienced strong passion and even love for the brand.…To ramp up this emotional connection for non-owners as well,…the new campaign targets people…who are in three different stages of buying a car,…what Subaru calls the heart, the head, and the wallet.…The heart stage focuses on the love…that owners show for their cars.…Commercials share personal stories of their attachment.…
The head stage ads, in contrast,…present the rational side of specific models…as they emphasize how the cars…benefit their owners in terms of reliability,…economy, and so on.…Then the wallet ads deal…
First, learn the importance of consumer behavior in helping us understand when, why, and how purchasing decisions are made. Michael shares how factors such as color, shape, and sound influence our perception of brands and products. He discusses gender identity and products geared towards different genders, as well as how consumer lifestyles, values, and attitudes affect product preferences. Michael also goes into external influences on consumer behavior, covering how groups make decisions and how ideas spread. Finally, Michael explores the role emotion plays in purchase decisions, and how you can structure messages to maximize persuasion.
- Sensory marketing as a strategic tool
- How gender identity can affect product choice
- Personality and brand image
- Decision-making in groups
- Retailing as theater
- How ideas spread through the market
- Persuasive communications
- Influencing consumer behavior