This video explains how consumers weigh the pros and cons of competing options within a product category in order to choose a winner.
- How many products did you decide to buy…within the past day or two.…In each case, essentially you were solving a problem.…That's because every consumer decision we make…is a response to a problem.…Of course the type and scope…of these problems varies enormously.…Your needs range from simple physiological priorities…such as quenching your thirst,…to whether you'll spend your hard earned money…on a television to abstract intellectual…or aesthetic quandary such as choosing a college major.…
Or perhaps what to wear to that Beyonce concert…on Saturday night.…Because some purchase decisions…are more important than others,…the amount of effort we put into each differs.…Sometimes the decision making process…is almost automatic.…We seem to make snap judgements…based on very little information.…At other times, it resembles a full time job.…A person may literally spend days…or weeks agonizing over an important purchase…such as a new home, a car…or even an iPhone versus a Samsung Galaxy.…
Given the range of problems we all confront in our lives,…
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