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Class 4 Consumer Behaviour

The document discusses consumer behavior, focusing on the importance of gender, personality traits, and social norms in marketing segmentation and targeting. It highlights the application of personality traits in advertising effectiveness, particularly through tailored Facebook ads. Additionally, it explores concepts like brand personality, storytelling, and self-concept, emphasizing their roles in influencing consumer perceptions and behaviors.

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shahtiaa6
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5 views40 pages

Class 4 Consumer Behaviour

The document discusses consumer behavior, focusing on the importance of gender, personality traits, and social norms in marketing segmentation and targeting. It highlights the application of personality traits in advertising effectiveness, particularly through tailored Facebook ads. Additionally, it explores concepts like brand personality, storytelling, and self-concept, emphasizing their roles in influencing consumer perceptions and behaviors.

Uploaded by

shahtiaa6
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Consumer behavior

YOUR PRESENTATIONS !
WHO are the consumers and
the buyers ?
 
Gender – remembers social norms?
Gender / social norms / roles
Gender / social norms / roles
Importance in marketing – segmentation and targeting
.

Run like a girl


Chronological age // 

•
Marketing application: segmentation and targeting
WHO are the consumers and
the buyers ?
PERSONALITY: a person’s unique psychological makeup
and how it consistently influences the way a person
responds to his or her environment

Psychologists recognize however that a person’s


underlying characteristics are only ONE part of the puzzle:

Most of us tend to become more stable by the age of 30


PERSONALITY

Les Big Five


Session 4: E-commerce Marketing and Advertising
E-Commerce & E-Tailing
Concepts

Question: Can we use peoples’ personality traits (i.e., extraversion vs. introversion) to make ads on
Facebook more effective?

Researcher used an existing list that gives information about Facebook likes and
1
personality traits (mypersonality.org – was shut down in 2018)
Session 4: E-commerce Marketing and Advertising
E-Commerce & E-Tailing
Concepts

2 Researcher tailored an advertising that suits better to extroverted vs. introverted persons

3 Launched that advertisement on Facebook for 7 days


(campaign reached 3,129,993 users, attracted 10,346 clicks, and resulted in 390 purchases on the beauty retailer’s website)

Investigated: Are people more likely to purchase after viewing an ad that matched their
4
personality
E-Commerce & E-Tailing
A brand personality is a set of traits people attribute to products as if they were a
person
Brand story telling

Give the product a story and a rich background

History and experience

Consumers do not only listen to the story, but they also fill in the blanks
and participate in the story

Underdog brand biography


The story of how a business succeeded (in generally starting very low)

E.g.: Apple, Google, HP : started in a garage

Anthropomorphism
Attributing human characteristics to products
The beliefs that a person holds about his or her
own attributes and how she or he evaluates
the self on these qualities

Your overall self-concept may be positive but


there are certainly some parts that you
evaluate more positively than others
DIMENSIONS:

People’s perception of content may be distorted (especially


for physical appearance)
Our perceptions of stability may not be very accurate either
Refers to the positivity of a person’s Self-Concept
In marketing
WHO are the consumers and
the buyers ?
… or “way of life” = arises from the interaction between
3 levels of proximity:

Lifestyle approaches
How to identify Values
How to identify AIOs?

Indicate whether you agree (1 = totally disagree, 7 = totally


agree) with the following statements:
GRADED individual report
TAKE A TEST

Understand YOUR personality

Pick any ONE of the 5 traits – the one that describes you
the most if you want – and answer the questions on
BRIGHTSPACE

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