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Block 2 Week 7 Consumer Invovlement - Coggle Diagram
Block 2 Week 7 Consumer Invovlement
see invovlement as a continuum
low
Inertia
willingness to listen
interested in anything about the product
active search for infoamtion
total commitment
3 Types of Invovlement (Accord Solomon)
product
consumer interest in product- interest increases as price goes up
Types of percieved risk
monetary
cost
functional risk
will the product perform its tasks
physical risk
to health
social risk
what will others think
psychological risk
what does say about self image
time risk
time required to learn to use
message
Solomon (2018, pp. 191–192) way to improve engagement
novel stimuli
-such as unusual cinematography, sudden silences or unexpected movements
prominent stimuli
-such as loud music and fast action to gain attention
including
celebrity endorsers
bad behaviour - damage brand
vloggers unethical advertisements
providing
value that customers appreciate.
For example, offering samples of toothpaste to consumers when visiting their dentist (detailed examples are provided in the next activity)
inventing new media platforms
to grab attention, such as advertising inside holes on golf courses
encouraging viewers to
think about actually using the product
creating
spectacular events
where the message itself is a form of entertainment
depends if we pay attention
situational
dependant on physcial or virtual event
concert
4th typle - ego (BLYTHE)
BYLTHE ‘the importance of the product to the individual’s self-concept’.
Szmigin and Piacentini (2015, p. 424) define self-concept as ‘the beliefs that a person holds about his/her attributes and how he/she evaluates those qualities.’
could increase self esteem
Customer Experience
is defined as ‘the cumulative impact – both emotional and practical – of all the encounters and interactions that a customer has with a company’ (Soudagar et al., 2012, p. 3). Good customer experience ‘differentiates a company from their competitors, is difficult for competitors to replicate … [and] leads to profitability’ (Soudagar et al., 2012, p. 5).
Ladder of Loyalty
partners
members
advocates
tells other about good cust serv (word of mouth)
clients
repeat customers
first time customers
prospects
suspects
Gibbs reflective cycle covered in LB170 books
Stewart and Furse - Techniques to encourage invovlement
appeal to hedonic (pleasure) needs
use unusual stimuli to attract attention
use celebrity endorsements
develop an ongoing relationship with customers.
Hedonic needs
products acquire hedonic meaning when associated with specific feelings or when they facilitate or perpetuate feelings - "Arnould"
check hedonic quandrant of needs by Arnould 2004
Contentment
excitment
stress
depression
more cost effective to retain cust not get new ones
way to maintain/build relationship with exist custs
customer loyalty schemes, e.g. supermarket reward cards
ongoing communication that meets customer needs, e.g. targeted emails giving us information or news relevant to our needs and wants
rewards, e.g. a money off voucher on our birthday, additional special offers, free delivery
invitations to exclusive events, e.g. sale previews, exclusive fashion shows
money off vouchers if we haven’t made a purchase for some time
product trial, e.g. test drives, free samples of new products.
Hyper choice
confusion - too many options