This video explains that product functionality often is less important than the feelings a brand creates.
- Sure, it's great when a product works.…But many of our purchase decisions…are driven more by our emotional responses…than by objective evaluations…of whether the item functions or not.…That explains why so many marketing activities…and messages focus on altering our moods…or linking their products to an effective response.…This makes sense to anyone who has ever teared up…during a sappy TV commercial or written an angry letter…after getting shabby treatment at a hotel.…
Our feelings also conserve as a source of information…when we weight the pros and cons of a decision.…But simply, the fact that the prospective…owning a specific brand will make a person feel good…can give that brand a competitive advantage.…Even if it's similar on a functional level…to other competing brands.…That helps explain why many of us…will willingly pay a premium for a product…that on the surface seems to do the same thing…as a less expensive alternative.…
Whether it's a pricey tech item or a designer garment.…Extreme emotions such as happiness, anger, and fear…
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