This video explains the different ways consumers learn about products and services and how to maximize the likelihood they will form favorable associations with a brand.
- If I say Bounty,…you might immediately think, the Quicker Picker Upper.…Or M&Ms: melt in your mouth, not in your hands.…Congratulations, you've learned a brand association.…Learning is a relatively permanent change…in behavior caused by experience.…It's an ongoing process.…Our knowledge about the world…constantly updates as we're exposed…to new stimuli and as we receive…ongoing feedback that allows us…to modify our behavior when we find ourselves…in similar situations at a later time.…
Much of what we learn occurs due to simple associations…between a stimulus, that is some event we experience,…and the reaction we observe to it.…In a lot of ways, this process is very similar…to the way we train our pets.…When a dog rolls over, we reward it with a treat.…Similarly, we respond to brand names,…scents, jingles, and other marketing stimuli…because of the learned connections…that we have formed over time.…
People also learn that the actions they take…result in rewards and punishments.…This feedback influences the way…
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