Class 4 4H1CDC Past Paper PDF

4. INTERNAL factors Consumer Behavior GBBA 2024 - 2025 WHO are the consumers and the buyers ? Socio-demographics Personality and self Lifestyles  Gender and identity  Gender : biological mark  Gender : identity m...

4. INTERNAL factors Consumer Behavior GBBA 2024 - 2025 WHO are the consumers and the buyers ? Socio-demographics Personality and self Lifestyles  Gender and identity  Gender : biological mark  Gender : identity mark Sources : etreloin.blogspot; electro-gn.com PGE L3 – Comportement du consommateur 2019-2020  Gender and identity Gender – remembers social norms? PGE L3 – Comportement du consommateur 2019-2020  Gender and identities Gender / social norms / roles Sources : blog.alerti; amazons.sitew; blogs.crdp-limousine.fr PGE L3 – Comportement du consommateur 2019-2020  Gender / social norms / roles PGE L3 – Comportement du consommateur 2019-2020 Gender and identity Sources : picotcamille.canalblog; lavie.fr; tpe-femmes-publicite.blogspot; violenceverbale.hypotheses.org  Gender and identity Importance in marketing – segmentation and targeting Sources : aufeminin.com; vincentabry.com; hellocoton.fr STEREOTYPES STEREOTYPES https://www.youtube.com/watch?v=XjJQBjWYDTs Run like a girl https://www.youtube.com/watch?v=XjJQBjWYDTs&t=75s Without Gender?  Age and generation Chronological age //  Subjective/ perceived age A classic socio-demographic variable in marketing Related to resources and family situation Sources : jeunesse-ternelle.net; gettyimages.fr Which evolves towards taking into account the generation (development in a particular political, economic and cultural context) Useful for market segmentation PGE L3 – Comportement du consommateur 2019-2020  Age and generation PGE L3 – Comportement du consommateur 2019-2020  Age and generation Marketing application: segmentation and targeting WHO are the consumers and the buyers ? Socio- demographics Personality and self Lifestyles  Personality – what is it? 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: Situational factors may play an important role in how we behave We are not always consistent in our behaviors Most of us tend to become more stable by the age of 30  CLASS INDIVIDUAL ACTIVITY TAKE THE TEST: https://bigfive-test.com/ 1. Choose one of the BIG FIVE traits 2. Which are its 6 components? 3. How does this trait define YOU? 4. How can this personality trait influence purchase or consumption? UPLOAD DOCUMENT ON BRIGHTSPACE – INDIVIDUAL!!  PERSONALITY Description Measurement Items (examples) The Big Five 1 Openness to The degree to which a person is open to new ways of doing “Love to think up new ways of doing things” experience things The level of organization and “Am always prepared” 2 Conscientiousness structure a person needs How well a person tolerates “Talk to a lot to different 3 Extroversion stimulation from people people at parties” The degree to which we defer “Take time out for others” 4 Agreeableness to people How well a person copes with “Get upset easily” 5 Neuroticism stress Mass persuasion by targeting on Facebook (Matz et al. 2017) 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) Mass persuasion by targeting on Facebook (Matz et al. 2017) 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 Mass persuasion by targeting on Facebook (Matz et al. 2017) +45% +75%  BRAND PERSONALITY A brand personality is a set of traits people attribute to products as if they were a person  Brand personality 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  BRAND personality Anthropomorphism  BRAND personality Endorsement  BRAND personality « Story telling »  Self-Concept 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  Self-Concept DIMENSIONS: 1. Content 2. Positivity 3. Intensity and stability 4. Accuracy People’s perception of content may be distorted (especially for physical appearance) Our perceptions of stability may not be very accurate either  Self-esteem Refers to the positivity of a person’s Self-Concept PGE L3 – Comportement du consommateur 2019-2020 Marketers can use advertising messages to influence self-esteem Self-confidence https://www.youtube.com/watch?v=WYP9AGtLvRg&t=3s In marketing  Ideal Selves and Advertising Apple Watch— Better You: https://www.youtube.com/watch?v=0cBJBj_tbHM  Ethics - discussion Is it ethical to use personality traits to target consumers? Is it ethical to use advertising to influence consumers self-esteem. Are there some better practices than others? WHO are the consumers and the buyers ? Socio- demographics Personality and self Lifestyles  Lifestyles … or “way of life” = arises from the interaction between 3 levels of proximity: 1. Values and personality (stable level) 2. Attitudes and activities (intermediate level) 3. Behaviors (ephemeral peripheral level) Lifestyle approaches Approach by values Approach by the A (activities) O (opinions) I (interests)  Lifestyles How to identify Values For each of the following elements indicate the importance it has in your life (1 = not at all important, 7 = very important) PGE L3 – Comportement du consommateur 2019-2020  Values https://www.youtube.com/watch?v=-DEc16dEMns  Lifestyles How to identify AIOs (activities, interests and opinions)? Indicate whether you agree (1 = totally disagree, 7 = totally agree) with the following statements: PGE L3 – Comportement du consommateur 2019-2020  Lifestyles In marketing PGE L3 – Comportement du consommateur 2019-2020  Why is HAPPINESS important? 1. Happiness makes employees: More creative More collaborative More flexible in their problem solving 2. In social settings happiness makes people: More liked by others Like others more More outgoing and in tune with others’ feelings More prosocial More willing to volunteer 3. It is good for your health because happiness : Makes people more likely to follow treatment regimes Increases the immune functioning Increases people’s threshold to pain  What makes people HAPPY? https://www.ted.com/talks/robert_waldinger_what_makes_a_good_life_lessons_from_the_longest_study_on_happiness?ref errer=playlist-what_makes_you_happy&autoplay=true&subtitle=en&lng=fr&geo=fr In class team work Prepare the final presentation ADD on Brightspace the draft of the final presentation – as far as you managed to work during this session!