2.6 Actitud: modelo de probabilidad de elaboración

Loading...

Из курса от партнера IE Business School

Investigación de mercados y comportamiento del consumidor

109 оценки

IE Business School

Investigación de mercados y comportamiento del consumidor

109 оценки

Курс 1 из 5 — Specialization Estrategia de marketing

El primer curso de este especialización consta de dos bloques que te proveerán de los conocimientos necesarios para comenzar tu trayectoria en Marketing. Aprende las herramientas y técnicas para convertir una decisión en una investigación real, esto lo verás en el primer módulo: Investigación de Mercado. Cómo plantear la investigación, analizar los datos recogidos, interpretarlos correctamente y comunicarlos a través de recomendaciones precisas serán algunas de las cuestiones tratadas en este curso. El segundo módulo se enfoca en el proceso de toma de decisiones por parte del consumidor, resaltando los momentos clave en el proceso de compra y consumo de un producto. Adapta tu enfoque “cliente-céntrico” en decisiones de marketing mediante el análisis de cómo tus clientes toman sus decisiones, reflexionando en qué sucede en sus corazones y mentes al momento de tomar decisiones y analizando las variables que son influyentes para tomarlas.

Из урока

The Consumer Decision Process

El módulo 2 le guiará a través del proceso de toma de decisiones de los consumidores. Aquí explorará cómo un comprador potencial estudia un producto, cómo toma su decisión de compra y cuál es su evaluación después de la compra. También aprenderá la diferencia entre mercados de consumo y mercados de empresas.

2.5 Percepción2:05

2.6 Actitud: modelo de probabilidad de elaboración4:32

Познакомьтесь с преподавателями

Shameek Sinha
Professor
Marketing

[MUSIC]

In the last video, we focused mainly on consumers perceptions.

In this video we are going to cover how attitudes are formed and

how can you maintain attitudes and from the perspective of the marketers,

how can you change these attitudes?

So usually consumers have certain overall impressions about different people,

about objects, about advertisements.

Or certain issues, maybe political, maybe religious, and so on.

And, in a way, consumers mainly try to maintain this attitude.

They are willing to maintain a status quo bias, and

we talked about this in a previous video.

And marketers, from their perspective, want to maintain these attitudes as well,

because if a consumer's attitude changes and if the consumer has a positive

attitude towards the product, then it's not good news for the company, right?

Companies also want to maintain this attitude.

Sometimes they do want to change this attitude and we'll talk about this soon.

But with regards to maintaining attitude,

there are mainly two techniques which the marketers can use.

The first one is called foot-in-the-door technique.

What do I mean by that?

Usually when a consumer has been given a particular message, what the marketer

tries to do is once the consumer has been captured, it's that message.

The repeated message.

Which keeps the consumer hooked to their product.

And this is called the foot-in-the-door technique.

The second one is called dissonance reduction.

What is that?

So dissonance reduction has to deal with the fact that the marketer tries to remove

all the extra noise which might affect the consumer's behavior.

So if there's a particular message focus, the marketer tries to maintain that

focused message and do not interfere that message with other additional messages.

And this is called dissonance reduction.

Now we mentioned earlier that apart from maintaining attitude it's important for

marketers to sometimes change the attitude of the consumers.

Because if you think about the scenario where the consumer might have

a negative attitude toward a product or a service or

a certain brand, it's important that the marketer tries to change that attitude.

This is done with what we call elaboration likelihood model.

So, what does the elaboration likelihood model do?

So, think about the marketer's perspective.

If the product is something which requires high involvement processing from

the consumers point of view,

which is a product, which requires an extensive decision making process.

In that case the marketer tries to put his arguments very clearly and

very articulately to the consumer so that he understands what

the product is about and preferably this way the consumerâs attitude

can be changed towards a favorable one from a unfavorable one.

On the other hand,

if we look at the product, which is a little bit of a low involvement product,

something like you go to a grocery store and buy your milk, eggs and so on.

In that case, of course the marketer doesn't need to be

very focus about the message he is trying to convey.

But he can give certain cues which maybe not focused on the attributes of

the product, but something that is peripheral.

Maybe he's trying to sell a product with certain big adds or

maybe two or catchy slogan and so on.

In this case, for this kind of low involvement processing products,

attitudes can be changed with this peripheral cues.

So this is what we have, our understanding of the attitudes,

tools or products for consumers, and

how attitudes can be maintained or even changed from the marketer's prospective.

In the next video, we are going to talk about more in terms of the business

markets because so far we are been focused on the consumer market solely, but

it's also important to look at the business markets.

And we are going to discuss what are the basic differences between consumer markets

and business markets.

And so I hope we are going to look forward to the next video.

Thanks a lot.

[MUSIC]

Ознакомьтесь с нашим каталогом

Присоединяйтесь бесплатно и получайте персонализированные рекомендации, обновления и предложения.

Coursera делает лучшее в мире образование доступным каждому, предлагая онлайн-курсы от ведущих университетов и организаций.

© Coursera Inc., 2018 Все права защищены.

Загрузить из App Store

Загрузить в Google Play