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Using the evidence: The benefits of passive data collection and e-memory for qualitative research
Robert Cook, ESOMAR, Qualitative, Valencia, November 2013
This paper describes how advances in research and technology are allowing a deeper and more comprehensive understanding of consumer behaviour.
This paper describes how advances in research and technology are allowing a deeper and more comprehensive understanding of consumer behaviour. Traditional interviewing is heavily reliant on recall and reporting accuracy by the subject. New technology such as wearable lifelogging camera technology allows ethnographic information to be captured passively and over long periods of time. This method captures a more accurate record of behaviour and helps to generate insights for future innovation. An example of how these developments in research were used to analyse how people use their smartphones in various situations is explained.
Effects of recommendation systems on consumer inferences of website motives and attitudes towards a website
Hyun Ju Jeong and Mira Lee, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 539-558
Drawing on the theoretical framework of consumer inferences of marketer motives, we explore consumer responses to different types of product recommendation provided by an e-commerce website (i.e.
Drawing on the theoretical framework of consumer inferences of marketer motives, we explore consumer responses to different types of product recommendation provided by an e-commerce website (i.e. recommendation systems, RS). The findings demonstrate that RS for alternative brands only are most likely to lead to the consumer inference of a consumer-serving motive, followed by RS for both alternative brands and additional products, and RS for additional products only. In turn, the consumer inference of a consumer-serving motive has a positive influence on attitude towards the website. However, the consumer inference of a firm-serving motive does not mediate the effect of RS type on attitude towards the website. Further, the effect of RS type on attitude towards the website occurs only for consumers low in interpersonal trust. Theoretical and managerial implications are also discussed.
Presence and effects of health and nutrition-related (HNR) claims with benefit-seeking and risk-avoidance appeals in female-orientated magazine food advertisements
Hojoon Choi, Kyunga Yoo, Tae Hyun Baek, Leonard N. Reid and Wendy Macias, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 587-616
A multi-method study was conducted to, first, establish the prevalence of types of health- and nutrition-related (HNR) claims (nutrient content, structure/function and health claims) with benefit-seeking and risk-avoidance appeals in food advertisements appearing in magazines with large female audiences and, second, determine the effects of the two HNR-paired appeal types on females’ evaluative judgements of food advertisements.
A multi-method study was conducted to, first, establish the prevalence of types of health- and nutrition-related (HNR) claims (nutrient content, structure/function and health claims) with benefit-seeking and risk-avoidance appeals in food advertisements appearing in magazines with large female audiences and, second, determine the effects of the two HNR-paired appeal types on females’ evaluative judgements of food advertisements. Analysis of 633 food advertisements from eight women-orientated magazines found a substantial use of risk-avoidance appeals in food advertising, primarily in association with nutrient content claims. Risk-avoidance appeals were especially present in product categories considered relatively unhealthy and less nutritious. Two experiments conducted to examine appeal-type effects in association with nutrient content claims found that both benefit-seeking and risk-avoidance appeals enhanced perceived healthiness of advertised food products among females; however, risk-avoidance appeals were preferred to benefit-seeking appeals, regardless of food healthiness.
Brain Game: Behavioural economics - the complete picture?
Darren Bhattachary, Mark Francas, George Kyriakopoulos, Adhil Patel and Anjali Puri, TNS, In Focus, November 2013
This article describes behavioural economics as a collection of insights that has much to add to traditional consumer research, but is far from a complete, self-contained answer to why people behave the way they do.
This article describes behavioural economics as a collection of insights that has much to add to traditional consumer research, but is far from a complete, self-contained answer to why people behave the way they do. Through the example of a newly engaged couple buying a ring, it discusses different factors that can influence decisions. These include the use of heuristics, which provide ways of deliberately simplifying choices to make them more manageable; the influence of contextual factors; the relationship between available products; distinction bias and affect. The authors warn against reducing decision-making to a set of contextual triggers and instead encourage marketers to integrate behavioural economics with other forms of insight to get a holistic view of human decision-making.
Point of view: Brand-washed
Byron Sharp, Admap, November 2013, pp. 7-7
This article discusses the hype around the behavioural economics, arguing that the idea that advertising can work a 'hidden magic' on consumers is difficult to substantiate.
This article discusses the hype around the behavioural economics, arguing that the idea that advertising can work a 'hidden magic' on consumers is difficult to substantiate. Research into the psychological effects of advertising has been difficult to repeat in lab experiments, and even harder to substantiate in real-life conditions. It is argued that the idea that consumers are not entirely rational decision makers is not new as limitations in time and resources lead them to make 'good enough' decisions. The shortcuts used to make these decisions present opportunities for marketers to 'frame' and 'nudge' consumers, but marketers should properly test methods rather than believing hype.
Reaching risk-averse shoppers: Insights from the Future Foundation
Emily Barley, Event Reports, nVision Global Client Conference, October 2013
This event report discusses one of the primary themes from the Future Foundation's Global Client Conference: that of growing risk-aversion among shoppers.
This event report discusses one of the primary themes from the Future Foundation's Global Client Conference: that of growing risk-aversion among shoppers. While this habit began to manifest itself during the financial crisis, it appears set to remain a feature of the consumer mindset, offering opportunities for brands able to position themselves as helping customers overcome worries and difficulties in everyday life. Generating deeper insights, and using new technologies, will also be important to engage this new breed of consumer.
How behavioural insight can boost effectiveness
Matthew Carlton, Event Reports, IPA Eff Fest, October 2013
This report examines new insights into consumer behaviour and discusses how they could inform marketing.
This report examines new insights into consumer behaviour and discusses how they could inform marketing. Marketers need to be aware that human decisions are shaped by emotion, expert advice and peers, more often than rational thought, and that different categories are guided by different decision-making methods. The report also looks at the 'pilot and autopilot modes' of our brains, with most functions being carried out in autopilot. It includes the Decode Goal Map, which highlights six goals as a framework to create the desire to purchase: adventure, autonomy, discipline, security, enjoyment and excitement.
Getting to the Truth: The Holy Grail of Implicit Decision Making
Nichola Kent-Lemon, Warc Exclusive, Advertising Research, September 2013
This presentation discusses how traditional market research is seeking to understand implicit consumer motivations through observation of behaviour.
This presentation discusses how traditional market research is seeking to understand implicit consumer motivations through observation of behaviour. It describes the role of implicit processing in decision making, and considers ways of measuring this response through new technologies, including the role of mobile technology. The presentation stresses the importance of context.
Feel Nothing, Do Nothing: Unlocking the emotional secret of online spending
Tom Ewing, Joost Vastenavondt, Koen de Vos and Orlando Wood, ESOMAR, Congress, Istanbul, September 2013
This paper explains how MasterCard, the financial services company, used research to better understand online purchasing and payment behaviour.
This paper explains how MasterCard, the financial services company, used research to better understand online purchasing and payment behaviour. Despite the vast amount of data generated regarding consumer behaviour when purchasing online, the picture is incomplete. This paper identifies two gaps - intention and emotional response - and describes research methods that aim to fill these gaps. The research helped MasterCard to develop the positioning for their online payment services, taking into account how consumers feel and how they buy.
Do Emotions in Advertising Drive Sales?: Use of facial coding to understand the relation between emotional ads and sales effectiveness
Daniel McDuff, Rana El Kaliouby, Evan Kodra and Laurent Larguinet, ESOMAR, Congress, Istanbul, September 2013
This paper examines the impact of ads that evoke emotions and are entertaining or are memorable on product sales.
This paper examines the impact of ads that evoke emotions and are entertaining or are memorable on product sales. Research was conducted to quantitatively measure tacit emotional response to ads through facial recognition, with this information then matched to sales data. Data was collected for over 140 ads in four countries and used to identify the emotional trajectories that are most predictive of sales. It was found that amusement was the strongest predictor of sales. The findings of the research are explained and the ways in which the methods used could be applied to other areas of market research discussed.
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Consumer decision making
Behavioural economics, motivation
Buying and shopping
Consumer moods, feelings and choice
Fashions and trends
Price and pricing effects on consumers
Shopper marketing, path to purchase
Lifestyles and psychographics
Choice and behaviour modelling
Brands and branding
Brand and product choice
Planning and buying
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