This video explains the role of the consumer's self-concept in determining the brands that will appeal to him or her.
- When was the last time you took a selfie and posted it?…There are more than 35 million selfies…posted on Instagram alone.…Suffice to say a lot of people are sharing theirselves…especially when they're in glamorous places…or doing cool things with anyone who cares to look.…The self-concept describes the beliefs a person holds…about his or her own attributes…and how he or she evaluates the self on those qualities.…
Although your overall self-concept may be positive,…there certainly are parts of it…you evaluate more positively than others.…You may feel great about your tennis game…but wish you could be more fun at parties for example.…We choose many products from cars to cologne…because we want to highlight or hide…some aspect of the self.…Self-esteem refers to the positivity…of a person's self-concept.…
So how do marketers influence self-esteem?…Exposure to ads can trigger a process of social comparison…in which the person tries to evaluate her appearance…by comparing it to the people…depicted in these artificial settings.…
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