Digital Marketing

CONSUMER PSYCHOLOGY AND BEHAVIOUR - A3

Internal And External Influences

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Table of Contents

DETAILED INSTRUCTION

A/ Assignment recap

 

●      Choose a brand

●      Analyze internal and external factors that brand marketers used to influence target customers

●      Provide recommendation to the brand to improve the consumer behavior

 

Suggested structure:

 

I/ Introduction (Suggested 8 Slides)

II/ Internal influences

1)     Learning (Suggested 8 Slides)

2)     Motivation (Suggested 5 Slides)

3)     Attitude (Suggested 4 Slides)

III/ External influences

1)     Cultural value (Suggested 8 Slides)

2)     Demographics (Suggested 2 Slides) 

3)     Group Influences (Suggested 2 Slides) 

IV/ Recommendations (Suggested 6 Slides) 

 

 

B/ Keyword Explanation

 

  1. Classical conditioning: Classical conditioning is a learning process where a previously neutral stimulus becomes associated with a naturally occurring stimulus. Over time, the neutral stimulus comes to evoke the same response as the natural stimulus.

Example: Brand Associations, Packaging, Celebrity Endorsements, Jingles and Slogans

 

  1. Operant conditioning focuses on the consequences of a behavior to influence future behavior (Rewards and Punishments, Feedback and Reviews, Product Customization, Social Media Engagement)

 

  1. Iconic rote learning:

●      Memorizing through repetition

●      Association between two or more concepts in the absence of conditioning

●      Achieved by repeated advertising messages

 

  1. Vicarious learning: Learn by observing others' behavior and adjusting our behavior

Accordingly

 

  1. Reasoning: Brand contents using this approach usually provide the information necessary to allow the learning to take place.

 

  1. Motivation: The underlying psychological processes that influence consumer decision making steps.

 

  1. Affective component: Emotion or feelings about specific attributes or overall object

 

  1. Cognitive component: Beliefs about specific attributes or overall object

 

  1. Behavioral component: Behavioral intentions with respect to specific attributes or overall object

 

  1. Other-oriented cultural value: Appropriate relationships and behaviors with others

 

  1. Environment-oriented cultural value: Prescribes a society’s relationship with its economic, technical, physical environments

 

  1. Self-oriented cultural value: Reflects objectives and approaches to life that are desirable for an individual of a society.

 

  1. Informational influence: Behaviors and opinions of reference groups are used as

useful pieces of information

 

  1. Normative influence: A person satisfies group expectations to gain a reward or avoid a punishment. Approval or Disapproval

 

  1. Identification influence: Value-expressive influence. A person uses group norms and values to guide their own attitudes or values. Self-concept & identity

 

C/ Detailed guidance:

 

I/ Introduction

 

●      You should follow this flow:

Nature of company (when & where it was established) → industry introduction, main products → primary target market → major rivals → market share/sales

 

Example: LaRoche Posay

 

Nature of the company:

+       Year of establishment: 1975

+       Location: A small village of La Roche-Posay

+       History: Nestled in the heart of France, the distinctive Thermal Spring Water of La Roche-Posay has gained recognition within the scientific community for its curative and protective qualities, owing to its abundant Selenium content, a potent natural antioxidant.

+       → This remarkable spring water serves as a fundamental component in the formulation of all La Roche-Posay skincare products, and its attributes are expertly harnessed at the La Roche-Posay Thermal Center – Europe's pioneering hub for thermal dermatology. Here, it is instrumental in the treatment of various skin conditions such as atopic dermatitis, psoriasis, severe burns, and post-cancer therapy.

Key products:

LRP's history

-        14th century: Bertrand Du Guesclin - a French nobleman - discovered the thermal springs of La Roche-Posay. His horse's eczema was completely cured after submerging in the water.

-        17th century: Pierre Milin (known for treating both Henry IV and Louis XIII) concluded that the water in La Roche-Posay was actually thermal water which was rich in selenium.

-        19th century: Napoleon Bonaparte had a hospital built at La Roche-Posay to treat his soldier’s skin diseases.

-        1897: La Roche-Posay was officially recognised by the French Academy of Medicine.

-        1905: The first Thermal Centre was opened for the management of skin disorders.

-        1912:  French Academy of Medicine declared the town La Roche-Posay and recognised the unique skincare properties of the Thermal Spring water.

-        1975: La Roche-Posay Laboratoire Dermatologique was founded with the mission of developing skincare products using the unique thermal water from Thermal Spring Water of La Roche-Posay

-        2006: The company created their innovative sunscreen, Anthelios that contained the only sun filter to protect against both short and long UVA rays, revolutionizing the sunscreen market

-        2008: La Roche-Posay created Anthelios sunscreens with Cell-Ox Shield with the ability to protect users from not only UVA and UVB rays, but also from free radicals caused by the sun.

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