Listerine, dettol, boroline, nirma bath, tomco, gorgia…. Context, training, reinforcement, and cue are the four steps to behavioural marketing, says Neale Martin in Habit: The 95% Behavior Marketers Ignore ( www.ftpress.com ). Context holds the key to the why and where of behaviour. For instance, users can access music in many different ways, including listening to a radio, playing a CD, and using Internet radio, satellite, and MP3 players, the author explains. The wireless carrier and handset manufacturer have to, therefore, create a new context or replace habitual use in an existing context to get you to listen to music on a cell phone! Talking about training, the author advises that the lure of sexy new applications should be tempered with the knowledge that companies are looking for relationships with their customers, not one-night stands. Reinforcement is the feedback mechanism that alters the firing patterns of neurons in the part of your brain that is learning unconsciously, Martin
Motivation spurs learning. based on needs and goals. Cues: stimuli. (Ads) give direction to motivation. serve to direct consumer drives when they are consistent with consumer expectations. each action of marketing mix must reinforce the others if cues are to serve as stimuli. Response : how individual may react to cue. Rein enforcement: increases the likelihood that a response will occur in future as a result of particular cues or stimuli.
e.g pen slide superstore Body shop Line extentions
Pavolian bell, conditioned response to similar objects like jingling sound of the keys. maggie soups, noodles , pickles , sauce etc. Calvien klien , Christan Doir- licence to sheets to shoes , perfumes
It is difficult to unseat the brand leader.once the stimulition dis’n has occurred.leader has first mover adv to teach the target mkt Longer te period of learning the more likely the cr will discriminate.
Q why we frequent the same barber?perfect hair cut Q Why we eat green veg? even when they are not to our tases? Good for us. B. F Skinner1953 harvard univ -A favorable experience is instrumental in teaching the individual to repeat a specific behavior. Reinforcement Positive Reinforcement : Positive outcomes that strengthen the likelihood of a specific response Example: Ad showing beautiful hair as a reinforcement to buy shampoo Negative Reinforcement : Unpleasant or negative outcomes that serve to encourage a specific behavior Example: Ad showing wrinkled skin as reinforcement to buy skin cream Free test drive and gifts.
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