Transcript 影響注意的刺激因素
The Consumer Audience Model of Buyer Behavior Factors Influencing Consumer Behavior Culture Culture is the most basic cause of a person's wants and behavior, and it includes basic values, perceptions, wants, and behaviors. Chinese: 孝順、風水、4 or 10 Taiwan: appreciation of the hair → PANTENE Pro-V Esso in Japan & Thailand 中國白象牌(white elephant)電池 → India & USA Tokyo Disney vs. Europe Disney 東京迪士尼成功的原因 歐洲迪士尼為文化融合所做的努力 法文及英文為正式語言，但是，荷蘭文、西班牙文、 德文及義大利文的多國語言導覽也隨處可見。 依據法國作家Jules Verne科幻小說來興建「發現樂 園」。 總裁的老婆是法國人。 歐洲迪士尼的疏忽 Subculture Subculture: Groups of people with shared value systems based on common life experiences. Hispanic market (42 million), e.g. Sears. African-American market (39 million), e.g. Hallmark’s Mahogany. Asian-American market (12.5 million), e.g. WalMart in Seattle, Firstrade. Case: Mattel 1959 – Barbie 1968 – Christie (African-American) 1988 – Theresa (Latin-American) 1990 – Kira (Asian-American) Social Factors Reference Groups Family Roles and Statuses Reference Group A person’s reference groups consist of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior. Reference group Opinion leader Membership group: primary group & secondary group Non-membership group: aspirational group & dissociative group 1/10 Buzz marketing, e.g. Hebrew National; Hasbro Games; Big Fat Promotions for beer. Balance Theory (Heider, 1958): P-O-X Case: Cadillac V Series Cadillac V系列在推出時與Xbox合作，推出知名電玩PGR3 的擴充包，企圖讓Cadillac V系列成為年輕世代的夢幻車款。 玩家只要下載，就可以在原有的遊戲中增加體驗Cadillac V 系列車種的奔馳快感。 Cadillac在美國著名的E3電玩展期間，提供10大電玩雜誌編 輯每人一輛V系列車款代步，獲得意想不到的報導效應。這 些編輯紛紛在雜誌上給予Cadillac V系列好評，而這些雜誌 的讀者就是Xbox的玩家。 Xbox同時對超過300萬的玩家發出email，介紹新增遊戲，並 且在Xbox相關雜誌及網站介紹。 結果， Cadillac V系列擴充包的下載次數超過16萬，圓滿達 成行銷方案的任務。 Family Whereas women make up 40% of drivers, they influence more than 80% of car-buying decisions. In all, women make almost 85% of all purchases, spending 6 trillion each year. Lowe’s Anti-smoking campaign in Thailand Children’s influence Roles and Status A role consists of the activities people are expected to perform according to the people around them. Each role carries a status reflecting the general esteem given to it by society. People often choose products that show their status in society. Marketers must be aware of the status-symbol potential of products and brands. Examples: Singapore’s 5 Cs (Career, Condominium, Car, Credit card, County club membership); Mitsukoshi. Personal Factors Age and life-cycle stage Occupation Economic situation Lifestyle Baby boomers, generation X or Y Family life cycle SRI’s VALS, e.g. Iron City Beer. Personality and self-concept Brand personality, e.g. sincerity, excitement, competence, sophistication, ruggedness. VALS Psychological Factors Motivation Perception Learning Beliefs and Attitudes Motivation A motive (or drive) is a need that is sufficiently pressing to direct the person to seek satisfaction. Freud’s theory, Maslow’s hierarchy of needs, and Herzberg’s two-factor theory. Freud’s Theory Assume that people are largely unconscious the real psychological forces shaping their behavior. Motive research: qualitative research designed to probe consumers’ hidden, subconscious motivations, e.g. archetype research (原型研究). Tools: free association, inkblot interpretation. Chrysler PT Cruiser Ads with Sexual Hint 性銷永遠有效？ 就大部份的案例來看，性銷是可以當作救火隊 的，當品牌狀況不好，或者新品牌想要竄紅， 在在不乏精彩的故事。 Examples: Tom Ford, Calvin Klein, Carl's Jr., Abercrombie & Fitch. Maslow’s Hierarchy of Needs Human needs are arranged in a hierarchy. A person tries to satisfy the most important need first. Herzberg’s Two-Factor Theory Dissatisfiers of hygiene factors (factors that cause dissatisfaction) & satisfiers of motivation factors (factors that cause satisfaction) Sellers should do their best to avoid dissatisfiers. Sellers should identify the major satisfiers or motivators of purchase in the market and then supply them. Perception Perception is the process by which people select, organize, and interpret information to form a meaningful picture of the world. E.g. Country-of-origin effect, Beer in China. Subliminal advertising Selective attention, selective distortion (e.g. the influence of expectations), and selective retention. Subliminal Persuasion Jim Vicary’s “DRINK COKE and EAT POPCORN” → Coke↑18%, Popcorn↑52% Wilson Barry Key：廣告中色情的潛意識線索 會潛在的引起性慾。 零售賣場因所播放的音樂，常在潛移默化中鼓 勵員工，並防止顧客偷竊。 反對論點 (Counter Argument) 影響注意的個人因素 需求／動機, e.g. increasing intrinsic self-relevance (for example, Sure deodorant). 態度 認知一致性理論：人們試圖去維持信念和態度間的一致。 消費者擁有不喜歡的態度會分配較小的注意。 適應水準 注意的幅度 將注意或思想集中在單一事件的時間是相當有限的 → 較短 的廣告時間 影響注意的刺激因素 尺寸大小 (Size) → 廣告版面、戶外廣告、貨架空間 （衝動性產品）。 顏色 (Color) 強度 (Intensity) 在報紙的廣告中，彩色的比黑白的多出了41%的銷售量。 紅色較引人注意。 Konica的色彩環商標較以前的櫻花引人注意。 對比 (Contrast) 黑白 vs. 彩色；有聲 vs. 無聲。 通路陳列促銷活動 影響注意的刺激因素 位置 (Location) 主力商品放在走道盡頭，或將貨架上之物品放在眼睛看得到 之高度。 雜誌：首頁＞末頁；右頁＞左頁；封面、封底及其內頁均較 引人注意。（∵消費者翻閱的習慣） 報紙：第一版、最後一版、外報頭以及內報頭。 方向性 (Direction) 移動 (Motion) 隔離 (Isolation) → 孤島廣告 (Island Ad) 新奇 (Novelty), e.g. Araldite adhesive. Ad Examples of Direction and Motion 影響注意的刺激因素 學習引起注意的刺激 電話鈴聲、火車氣笛聲或門鈴聲常用於收音機和電 視廣告的背景以獲取注意。 吸引人的代言人 (Attractive Spokesperson) 背景轉換 (Scene Changes) 透過背景快速的變動，來增加大腦的活動力。 Note：快速的廣告較步調慢的廣告不易被記憶及不 具說服力。 Learning Learning describes changes in an individual’s behavior arising from experience. Classical Conditioning Operant Conditioning Methods Reinforcement schedules Cognitive Learning Rehearsal and Elaboration Operant Conditioning Methods Name Operation Performed after Behavior Effects Positive reinforcement Present positive consequences Increases the prob. of behavior Negative reinforcement Remove aversive consequences Increases the prob. of behavior Extinction Neutral consequences occur Decreases the prob. of behavior Punishment Present aversive consequence Decreases the prob. of behavior Reinforcement Schedules Three types of schedule Continuous reinforcement schedule Fixed ratio reinforcement schedule Variable ratio reinforcement schedule For approximately one-third the cost of the continuous schedule, the same amount of behavior was sustained. Beliefs and Attitudes A belief is a descriptive thought that a person has about something. Attitudes describe a person’s relatively consistent evaluation, feelings, and tendencies toward an object or idea. E.g. National Milk Processors Education Program – 01, 02, 03. Adopter Categorization on the Basis of Relative Time of Adoption of Innovations Characteristics of Innovators Relatively younger, better educated, higher income. More receptive to unfamiliar things, rely more on their own values and judgment, more willing to take risk Less brand-loyal, more likely to take advantage of special promotions such as discounts, coupons, and samples. Forrester Research Inc. Influence of Product Characteristics on Rate of Adoption Relative advantage: Is the innovation superior to existing products? E.g. cellular phone, color television, Wii. Compatibility: Does the innovation fit the values and experience of the target market? E.g. Dvorak keyboard vs. QWERT keyboard;秘魯村 落燒開水計畫;在天主教國家推廣保險套. Influence of Product Characteristics on Rate of Adoption Complexity: Is the innovation difficult to understand or use? Divisibility: Can the innovation be used on a limited basis? E.g. iPod. E.g. 垃圾不落地→再資源回收→資源分類→購買專 用垃圾袋. Communicability: Can results be easily observed or described to others? Counterexample – walkband Do you think that 7-11’s icash card is successful? Why or why not?