Consumer Behavior Notes Prelim 2 Notes

Consumer Behavior Notes Prelim 2 Notes - Subliminal...

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Subliminal Influence Derren Brown Video o Combination of hypnotic technique and priming o Illustrates priming (uses words in his conversation to emphasize BMX) o Associates the positive feeling with the touch on his shoulder at appropriate times o Breaks up routine (disengages you and makes you more open to suggestion) Outline o Mirroring o Priming- influencing a specific behavior without the person knowing it o Pre-conscious processing o Scents o Subliminal audio messages o Backward audio messages o Subliminal visuals o Embedded visuals o Backwardly masked visuals The Chameleon Effect: The Perception—Behavior Link and Social Interaction Researchers have discovered that when we interact with other people, we naturally mirror their non-verbal behavior Process that goes on outside of conscious awareness Ex. If someone is tapping their feet, you’re more likely to tap your feet When someone mirrors your non verbal behavior, you tend to like them more because you feel in sync with them Obvious implications for sales (want to mirror consumer’s nonverbal behavior so that you can increase sales) Priming
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o Video- money and food are linked by the same basic needs to survive Money makes you more self reliant Pain-reducing effects of money Less likely to ask or give help Terror Management o “In every calm and reasonable person there is a hidden second person scared witless about death.” o Thinking about your own death o Immediate conscious reaction is to deny our own vulnerability by putting it out of your mind or thinking that it’s not going to happen any time soon Consciously tell yourself things to minimize concerns o At a subconscious level, we activate parts of our brain to remind us that we will exist still when we are gone Interest in Buying High SPF Sunscreen (Study) o How likely do you intend to wear sunscreen on a 9 pt scale? People with conscious thoughts of death were more likely to buy sunscreen At a subconscious level, people who were primed to think about their own death would want to boost their self-esteem and would want to tan and less likely to use the sunscreen Helps illustrate that conscious defense mechanisms are different from unconscious defense mechanisms Death Primes Increase o Spending intentions Want to spend more and become more materialistic due to the materialistic culture in our society o Liking for national currency over Euro o Preference for national vs. international travel o Preference for national vs. foreign products
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o Attraction to high status, but not low status, brands o Liking for classic, but not new, automobiles Classic cars are timeless; source of immortality (will remain valued by people in my society long after I am gone) Priming and Promotion o Study shows that a wine store, they sold more French wine when playing French music Music primed certain nationalities, causing people to buy more wine of that nationality o
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