Consumer behaviour: Drivers of behaviour, motivation...

 

Three different theoretical perspectives (nostalgia, cognitive decline, socioemotional selectivity) lead us to hypothesize that preference for a product should depend on the age a consumer had when th ...

Most researchers and business executives are content with the widespread and broad definition of customer-centricity as the capacity to understand and respond to the customer’s needs. In an increasing ...

While engineers and operators have clear issues regarding 3G as a technology and investment, the consumer is rarely interested in “Gs” but rather is focused on the benefits it may bring relative to co ...

The mobile telecoms market place is relatively new, very large and considered of major importance to economies across the world. However, marketing and sensitive research have not yet been embraced by ...

In today’s fast changing mobile handset market, do consumers pay attention to brand? How easily will consumers give up their current handsets to adopt newer models? The authors analyze consumer prefer ...

This paper details the deep emotional connection young adults have with movies and the distinct actions, behaviors and attitudes involved in their movie selection process. It demonstrates that young a ...

Morphological psychology leverages the theory of Gestalt to understand the underlying fundamental, and often unconscious, motivating forces behind brand and product decisions. The Morphological concep ...

This article is a tribute to Ernest Dichter, whose introduction of motivation research (MR) left a legacy of ideas that shaped advertising practice and study in the twentieth century. His pioneering c ...

There have been a number of recent surveys on consumer's awareness of a wide range of environmental concerns, almost without exception demonstrating concern for the issues. They even generally show th ...

More and more companies talk about the idea that putting people at the heart of their marketing is fundamental to the success of their business. Fewer admit how hard it is to get a grip on what really ...

The paper introduces an actionable way of understanding how brands express their core values to address consumers' fundamental motivations. We believe there are a set of universal needs that brands ca ...

The Being John Experience research project carried out by Added Value for internet bank Egg in 2003 drew as its inspiration the film Being John Malkovitch. The project aimed to gain a deeper insight i ...

The dream economy throws up challenges in terms of how to do research. It also offers new forms of data that we must get to grips with if we are to understand the economy: current cultural phenomena s ...

This paper describes how Unilever Bestfoods integrated and totally changed the role of market research within its organisation in order to align with its business growth strategy. To drive growth, the ...

Argues (in some detail) that the model which underpins all current theories of the brand, that it is a representational image or memory inside the heads of individuals which is modified by information ...

This ‘Best Practice’ looks at ‘why we buy what we do’. Although consumer motivation is an extremely complex field, this paper briefly guides the reader through the psychological and need state theori ...

Dr Joseph Plummer, director of research and insight at McCann-Erickson WorldGroup, describes 'McCann Brand Clout', a proprietary research tool used to evaluate seven universal marketing drivers for br ...

This paper offers a new, innovative approach to ‘weak signal detection’. The goal is to discover coming trends or latent consumer needs. Building on the sciences and principles of ‘information theory’ ...

Reviews `The M-Bomb' by Geoff Webb (John Wiley & Sons, 2000). This book questions traditional thinking about marketing, and argues that business models must be changed, or companies will fail. In futu ...

Segmentation using values related variables is increasingly being used in Asia to help in the positioning of brands and to drive marketing communications. This paper addresses some of the drawbacks an ...

This paper presents an experimental case of the application of online motivational research, using an interactive link via email between the researcher and the sample. The case described (an experimen ...

Discusses the concept of `consumer' - a term we all think we understand, but which has different meanings in different places and contexts, and is subject to subtle changes. Six current `models of thi ...

Rethinks what is meant by a `consumer', which means different things to different people (often making communication difficult). Six `models of thinking' about consumers are identified and described: ...

This paper examines the concept of Need.States, a framework for understanding consumer behaviour and attitudes. It describes their role in the development of brand imagery, advertising, store layouts, ...

In this paper we propose to consider the approach to the subjectivity of consumers on the assumption that there is now a true consumption culture which inspires their behaviour and ideology, strongly ...