This video explains that many purchase decisions are made in concert with others and takes a look at the dynamics that influence these choices.
- If you think you understand how individuals…decide what to buy, you're only part way there.…That's because many of the decisions we make…are collaborative, and these decisions…often include two or more people…who may not have the same level…of investment in the outcome…or the same tests and preferences,…or even the same consumption priorities.…If you've ever debated where to go out to eat…with your friends or perhaps bickered…about whose turn it is to do the dishes,…you get the picture.…
You can read 50 restaurant reviews on Yelp…and still it's like pulling teeth…to reach a consensus.…This collective decision-making is very common…in B2B situations.…It's common for groups or committees…to select goods or services…on behalf of a larger group.…Roughly $2 trillion worth of products and services…change hands among organizations,…which is actually more than end consumers purchase.…
Ironically, we typically pay less attention…to the dynamics of B2B decision-making…than we do to what drives end consumers…to decide what to buy.…
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