The document outlines the psychological cognition rules of common users and super users. It discusses theories of human motivation from Freud, Maslow, and Herzberg. For common users, it examines cognitive processes like selective attention and memory formation. For super users, it describes a 5-stage buying process involving information searching, experience comparison, purchase decisions, comments, and epidemic diffusion of products. Marketers are advised to understand consumer behaviors by considering who, what, when, where, how, why and we to improve marketing strategies.
The document outlines the psychological cognition rules of common users and super users. It discusses theories of human motivation from Freud, Maslow, and Herzberg. For common users, it examines cognitive processes like selective attention and memory formation. For super users, it describes a 5-stage buying process involving information searching, experience comparison, purchase decisions, comments, and epidemic diffusion of products. Marketers are advised to understand consumer behaviors by considering who, what, when, where, how, why and we to improve marketing strategies.
The document outlines the psychological cognition rules of common users and super users. It discusses theories of human motivation from Freud, Maslow, and Herzberg. For common users, it examines cognitive processes like selective attention and memory formation. For super users, it describes a 5-stage buying process involving information searching, experience comparison, purchase decisions, comments, and epidemic diffusion of products. Marketers are advised to understand consumer behaviors by considering who, what, when, where, how, why and we to improve marketing strategies.
The document outlines the psychological cognition rules of common users and super users. It discusses theories of human motivation from Freud, Maslow, and Herzberg. For common users, it examines cognitive processes like selective attention and memory formation. For super users, it describes a 5-stage buying process involving information searching, experience comparison, purchase decisions, comments, and epidemic diffusion of products. Marketers are advised to understand consumer behaviors by considering who, what, when, where, how, why and we to improve marketing strategies.
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The Marketing Law of
Super Users Ivan Tshivhidzo Introduction
Psychological Cognition Rules of Common Users
• I. Motives: Freud, Maslow, and Herzberg • II. Marketing Insights: How to Win People’s Heart Psychological Cognition Rules of Super Users • I. Information Searching • II. Experience Comparison Introduction, cont...
• III. Choosing to Purchase
• IV. Making Comments • V. Epidemic Diffusion Psychological Cognition Rules of Common Users I. Motives: Freud, Maslow, and Herzberg
• At any one time, we have a wide range of needs..
• Biogenic needs • Psychogenic needs • When the need is great enough, it becomes the motivation for taking action. The driving force is the motivation.. Famous human motivation theories
• The Theory of Freud – Stated that most psychological
elements influencing human conduct are unconscious. • The Theory of Maslow - Explained why people's needs change throughout time. He believed human needs are prioritized. • The Theory of Herzberg - Introduced the Two-factor Theory to identify dissatisfiers from satisfiers. Customer Psychology
• Cognition - Motivated people behave whenever they
choose, inspired by their environment. There are 3 cognitive processes; selective attention, selective distortion, and selective retention. • Emotion - Consumers' reactions are often emotional and not necessarily reasonable. Customer Psychology, Cont...
• Memory - Psychologists classify memory into short-term
(temporarily stored information) and long-term (persistently retained information). • Memory Process -Since we cannot recall everything, memory is constructive. • Association - Association is a mirror of reproductive and creative imagination from one presentation to another. II. Marketing Insights: How to Win People’s Heart • The abbreviation "SUCCES" can be used to describe six characteristics of excellent conceptions; Simple; Unexpected; Concrete; Credibility; Emotion and Stories. • Instead of emerging out of thin air, great conceptions are developed based on the characteristics listed above. Psychological Cognition Rules of Super Users
• Consumers' final buying decisions are heavily influenced by
the aforementioned fundamental psychological process. • Who, what, when, where, how, why, and we, are the major questions marketers should ask about the consumer behaviors. • As seen in the accompanying slides, marketing researchers have established a 5-stage model of the buying process. I. Information Searching
• We can divide the participation levels of searching into two
kinds: the medium searching status and the high searching level. • Four types information sources; Personal, Commercial, Public and Experience source II. Experience Comparison
• Experience consumption is a marketing innovation that is
well-received by consumers. • There are 3 diversified methods for experience comparison; Giving away; Free Use and Trial Use III. Choosing to Purchase
• The involvement level and brand difference of customers
affect their buying decision-making process. • Buyer participation and brand distinctiveness determine four purchase behaviors.; Complex Purchasing Behaviors; Habitual Purchasing; Diversity-seeking Purchasing, Incongruity-solving and Purchasing Behaviors IV. Making Comments
• Good products are always participated by the users. Super
users have participated in the creation process of the products. • There are 4 methods of the psychological process of common users: Contrast; Exclusion; Priority; Quantity orientation and Location choice V. Epidemic Diffusion
• Common users' purchasing behavior rule is "cognition
purchase assessment," whereas super users' is "cognition purchase diffusion.“ • Cultural identify, Sense of participation, and Emotions cause super users to act as "free spokespersons" or "free agents." Conclusion
• Marketing and surroundings stimulate the buyer, who
subsequently makes a purchase decision based on psychological processes that reflect their characteristics. Marketers must determine what occurred in the consumer's mind between the exterior marketing stimuli and the ultimate buy decision. Conclusion, Cont…
• The four key psychological processes, i.e., cognition,
emotion, memory, and association, influence the response of the consumer fundamentally. • The following are the major questions the marketers should ask about the consumer behaviors, i.e., who, what, when, where how, why, and we. Conclusion, Cont…
• The most astute businesses make an effort to comprehend
the full range of their consumers' interactions with the product before, during, and after the sale.
Self-Consistency, A Theory of Personality - Lecky, Prescott, 1892-1941 Taylor, John F - A - 1945 - New York, N - Y - , Island Press - Anna's Archive Copy 2
Self-Consistency, A Theory of Personality - Lecky, Prescott, 1892-1941 Taylor, John F - A - 1945 - New York, N - Y - , Island Press - Anna's Archive Copy 2
