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CONSUMER BEHAVIOUR
Stuff we’ll cover this week...
It’s your job to bother with consumer behaviour
Creatives need to understand consumer behaviour
Changing behaviour is the ultimate aim
You need to understand why people do what they do
Cycling Safety
Cycling Safety
The aim of studying consumer behaviour
What factors influence our behaviour?
Common personal factors
Quantifiable Personal Factors
Personal Psychological Factors
Main motivation types: Maslows’ Hierarchy of Needs
Decision Making Difficulty (DMD)
DMD and the FCB Planning Square
Predictably Irrational - common human biases
Personal questions to ask
Common social factors
The Decision Making Unit (DMU)
Decision Making Unit Grid – Holiday Example
Influencing social norms – Behavioural Economics
Social questions to ask
Common environmental factors
Decision Making Process (DMP)
A note on complexity
McKinsey Consumer Decision Journey
Consumer Decision Making Process Model
Putting it together: A 5 Step Process
How to get people to do what you want
Some reading
SOME NEW THINKING
Choice and the modern consumer
Are all decisions made emotionally?
Rational versus emotional advertising
Conscious and Sub-conscious Motivations (Freud)
Are all decisions unconscious?
