Conb Session-5 (Final)

8/8/2019 Conb Session-5 (Final)

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Personality?

Concept of personality helps us understand why people

behave differently in different situations.



What is

Personality?

Unique psychological

characteristics which

determines & reflects how one

responds to one¶s environment.



Compliant

Personality



Aggressive

Personality



Detached

Personality



Freudian Personality Theory

Behaviour is based on Unconscious needs or drives.



ID

System 1

SUPEREGO

System 2

EGO

System 3

Gratification



Id (or libido)

Oriented towards immediate satisfaction / pleasure

³Party animal´ of the mind

Primary desire to maximise pleasure & minimise pain

Superego

Individual¶s conscience. Internal expression of society¶s moral

and ethical codes of conduct

Ego

Individual¶s conscious control that balances the demands of

the id and superego

Based on ³R eality principle´



The ID :

Let loose concept /

pleasure benefit

³Harley Davidson´



The ID :

Basic Instict of Sex in human beings



The Superego :

Being socially

accepted by satisfying

own needs



The Ego :

R ealistic thinking



Marketing Roles«

Several marketing themes (based on psychoanalytical

theory) to influence consumers are

1. fantasy,

2. wish fulfillment,

3. aggression &

4. escape from life¶s pressures

Some examples of product categories:

perfume, hair dye, skincare products, dresses,

motorcycles



How do you know that«

Colgate is associated with tooth decay

and

Lux is connected with beautiful skin.



Consumer Consumer LearningLearning

A process of acquiring

purchase and consumption

knowledge

and experience

that can be applied to

future related behaviour.



The Learning Process

Learning is a relatively permanent change

in behavior caused by experience.

Learning can be

Intentional (buyer driven)

Incidental (seller driven)



Classical Conditioning

Process of associating messages / feelings /

situations with a brand on the assumption that the

feelings/messages get strongly identified with the brand.

Cricket, films, and pranks stand for youth. Pepsi

(targeting youth) has used visuals of these three aspects

in their brand messages.

Kodak associated the brand with the feelings of warmth.



Before deciding to use a specific feeling / situation, following

points should be considered«.

A suitable emotion to be paired with the brand.

The selected imagery to be paired with the brand has to

be relevant. (warmth±nostalgia±photo)

Careful association of jingle/song/visual, otherwise

popularity of tune may take away the novelty of the

brand.

Negative emotions can also be used (insurance)



Pavlovian Model of Classical Conditioning

Unconditioned StimulusMeat paste

Conditioned Stimulus

Bell

Unconditioned Response

Salivation


Bell

Conditioned Response

Salivation over sound

AFTER REPEATED PAIRINGS

Meat is an UCS as it was naturally capable of causing the response



Analogous Model of Classical Conditioning

Unconditioned Stimulus

Beautiful woman


Automobile say Skoda car

Unconditioned Response

Emotional arousal inMales

Conditioned StimulusSkoda car

Conditioned ResponseArousal

AFTER REPEATED PAIRINGS



Strategic Applications of Classical Conditioning

Repetition: increases strength of associations between a CS

& US and slows forgetting or decay.

Stimulus Generalization: is the ability of individuals to

generalise. Salivation of dog due to jangling keys. ³me-too´

products.

Stimulus Discrimination: selection of a specific stimulus

from similar stimuli. The basis of positioning strategy (to

establish a unique image for the brand in consumer¶s

mind).



Stimulus Generalization and Marketing

Product Line Extensions: Variations of the same product.

Lux in different coloured packs, Maggi in different flavours.

Product Form Extensions: Same product in different

physical forms. Lifebouy soap & Lifebouy liquid soap.

Medicine in forms like tablet, syrup, injections etc.

Product Category Extensions: Diversifying into different

categories but using same brand name. Maggi noodles &

Maggie tomato chilli sauce; Omfed into dairy products, sauce

& spices; Zed soap & perfumes.

Family Branding: Marketing entire product mix of the

company under same family brand name. E.g., Tata, Maggi



Consumer Attitude

Summary statement of his assessment about

anything, i.e., it is a way of thinking or feeling about

someone or something.

For e.g., a consumer may have a negative attitude for

the products made in China.



Attitude Formation

Positive reinforcement (satisfaction from a brand

trial)

Family branding (using the same brand name for a

host of products) Videocon, Apple etc.

Celebrity endorsement (Lux, Samsung, Kissan Jam,

BPL)



Attitude functions

1. Utilitarian Function: used to obtain rewards

and avoid punishments i.e, it is benefit driven, e.g., Coldarine, Nizoral . Sabki

pasand Nirma.



Attitude functions

2. Value-Expressive Function: express identify to

others, e.g., Wearing khadi; Charms cigarette¶s

³freedom & rebellion´ attitude; Raymond¶s CompleteMan; Royal Enfield Bullet 500 cc. ³Kyon ki kuch hi

log Tata Sumo Chalate hain.´



Attitude functions

3. Ego-Defensive Function: Self-protection, i.e.,

protecting self image e.g., personal & cosmetics

which guard consumers against embarrassment in

a social situation. Positioning of Clorets as a

chewable after anything. Deo, mouthwash,

prestige products. ³Kya aap Close-up karte hain.´



Attitude functions

4. Knowledge Function: simplifies decisions,

reduces uncertainties e.g., informative ads

about new brands or new characteristics of

existing brands. Colgate Total is positioned on

several benefits (however protection was

communicated)



ATTITUDE CH ANGE



Attitude Change thro¶ Communication

(Persuasion)

Two variables influencing

Attitudes are,

1. Source:

2. Message:



Attitude Change

THE SOURCE:

± Source Credibility: Source¶s perceived expertise, or

trustworthiness.

± Source Attractiveness: Source¶s perceived social

value (physical appearance, personality, social status, or

his/her similarity to the receiver). E.g., Celebrities (e.g.,

Priyanka Chopra) or simply beautiful people (e.g., ³what is

beautiful is good´).



Attitude Change

Source Credibility

(trustworthy and expert)



Attitude Change

Source Attractiveness

(Celebrities)



AttitudeChange

Source

Attractiveness



Attitude Change

1. Perceptual aspects

± Pictorial elements/Vivid descriptions:

± Verbal elements/Concrete descriptions:

2. Learning and Memory aspects

± Comparative & RepetitiveAdvertising

± One vs. Two-Sided (positive & negative) Arguments:

3. Affective Aspects

± Emotional Appeals ( Ads with sex appeals / humorous

appeals / fear appeals)



Fear Appeal



Happy ConBing

Conb Session-5 (Final)

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Transcript of Conb Session-5 (Final)