Increasing consumer engagement is one of the biggest challenges marketers face; this video examines some strategies to boost involvement.
- Imagine this conversation between two shoppers…at a car dealership.…The first consumer says, I want the one I read about…in the latest issue of Car and Driver magazine.…The one with the 6.3 liter V8 engine,…a double clutch transmission, rear wheel drive,…with a 10:1 compression ratio.…The second consumer says, I want a red one.…Pretty big difference, right?…As this contrast shows,…buyers often display varying levels of interest…in a particular product.…
Think of a person's motivation level as a continuum…that ranges from absolute lack of interest at one end,…to obsession at the other.…Inertia describes consumption at the low end of involvement…where we make decisions out of habit,…because we lack the motivation to consider alternatives.…At the other end, cult products…like Apple or Harley Davidson,…command fierce consumer loyalty,…devotion, and maybe even worship by consumers.…
The sad truth is that there are a lot more products…at the low end than at the high end.…However even in the case of boring categories,…
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