This video explains how situational cues often play a significant role in guiding purchase decisions.
- Today we can buy virtually anything…by sitting at home in our pajamas…and making a few mouse clicks.…Why should we bother going to brick and mortar stores?…This very question is why old-school retailers…need to innovate to survive.…The good news is they can do this…by enhancing the physical environment…to make it interesting, educational, or even fun.…In fact, we know that a very large percentage…of buying decisions don't happen…until the point of purchase,…so it's helpful to think of the retail environment…as theater where we try to engage shoppers…in a marketing play.…
The quest to entertain means that many stores…go all out to create imaginative environments…that transport shoppers to fantasy worlds…or provide other kinds of stimulation.…Innovative merchants make creative use…of design elements to create fantasy experiences…such as the Forum Shops in Caesar's Palace in Las Vegas…that transport shoppers to a Roman forum.…And the sky's the limit in terms of the potential…for exciting new technologies such as augmented reality…
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