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journal article Journal of Marketing Vol. 43, No. 2 (Spring, 1979) , pp. 37-53 (17 pages) Published By: Sage Publications, Inc. https://doi.org/10.2307/1250740 https://www.jstor.org/stable/1250740 Read and download Log in through your school or library Alternate access options For independent researchers Read Online Read 100 articles/month free Subscribe to JPASS Unlimited reading + 10 downloads Purchase article $41.50 - Download now and later Abstract This paper reviews research and theory on human memory, emphasizing key findings and concepts of importance to marketing and consumer choice. Several implications for promotional decisions are discussed. It is hoped that this review will stimulate further research on, and applications of, memory principles in marketing. Journal Information The Journal of Marketing (JM) develops and disseminates knowledge about real-world marketing questions relevant to scholars, educators, managers, consumers, policy makers and other societal stakeholders. It is the premier outlet for substantive research in marketing. Since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline? Publisher Information Sara Miller McCune founded SAGE Publishing in 1965 to support the dissemination of usable knowledge and educate a global community. SAGE is a leading international provider of innovative, high-quality content publishing more than 900 journals and over 800 new books each year, spanning a wide range of subject areas. A growing selection of library products includes archives, data, case studies and video. SAGE remains majority owned by our founder and after her lifetime will become owned by a charitable trust that secures the company’s continued independence. Principal offices are located in Los Angeles, London, New Delhi, Singapore, Washington DC and Melbourne. www.sagepublishing.com Rights & Usage This item is part of a JSTOR Collection.
How do you get a person to buy a product or service? Psychology holds answers to questions that have preoccupied marketing departments for decades, particularly surrounding how to influence people and how people respond to attempts to influence their behaviors. “Persuasion is no longer just an art; it’s an out-and-out science,” said Robert Cialdini, professor emeritus of psychology and marketing at Arizona State University, at the 125th Annual Convention of the American Psychological Association. “Indeed, a vast body of scientific evidence now exists on how, when and why people say yes to influence attempts.” What is consumer behavior?Consumer behavior refers to the study of what causes individuals and organizations to purchase certain products and support certain brands. This area of study focuses primarily on behavior, motivations and psychology.
How can marketing affect consumer behavior and decisions?Marketing can be highly effective in influencing consumer behavior. Here are some of the factors that contribute to that success.
What are current consumer behavior trends?It’s easier to know how to influence consumer behavior when you know consumer trends. As businesses evolve, so do consumers’ habits and priorities. Customers’ tastes 10 years ago were different from their present tastes, and they will be different 10 years from now. When trying to create and enhance your marketing strategy, always keep in mind that consumer behavior trends change. With that in mind, here are some of the customer behavior trends informing actions in 2021: TransparencyOver the last few years, customer demand has increased for transparency in the businesses they support. Consumers now boycott and quickly dismiss companies that have questionable practices or are run by CEOs they politically disagree with. Customers are more likely to support companies that align with their personal beliefs and values. Companies need to be transparent about their histories and practices to gain their consumers’ trust. Online buyingThe COVID-19 shutdowns forced people to stay inside their homes, leading to an increase in online spending. Even with restrictions being lifted, that trend is likely to continue. Companies need to meet consumers where they are, and now more than ever, that’s online. That means launching an intuitive e-commerce site that offers a positive customer experience. When developing strategies to influence customer behavior, brainstorm ways influence consumers both in person and online. AnonymityWith so much business being done online, many consumers are concerned with the security of their personal information. Consumers are demanding more anonymity; they don’t want a company to know too much about them aside from the necessary details for the business exchange. Companies need to meet consumers halfway and accommodate the ones who refuse to provide any information besides what is needed for a transaction. This may make it more difficult to influence a specific person, but showing that your company follows this trend could influence their spending. Clean and green companiesClimate change is a major fear for many people. Consumers want to do their part to reverse the damage to the planet. They are demanding more environmentally friendly companies and will push that demand further in the future. With an eye toward clean and green practices, consumers are often influenced by companies with sustainable products. Key takeaway: Consumers’ expectations of brands are rising, and companies need to meet those expectations to maintain and improve brand loyalty among their target audience.6 principles of influenceCialdini synthesized years of research on social influence into six universal principles for understanding attempts to influence human behavior. Both businesses and consumers can use these principles to better understand the inner workings of purchasing behaviors and to determine which strategies are most likely to succeed.
Armed with these six principles of influence, companies can more adeptly navigate their potential consumers and convert more to sales. However, Cialdini warned against crossing the line between influence and manipulation, as the latter could spell disaster in the long run. “People, companies and marketers need to ask themselves whether the principle of influence is inherent in the situation – that is, do they have to manufacture it, or can they simply uncover it?” he said. “No one wants to be a smuggler of influence. Claiming to be an expert when they’re not, exploiting power – those eventually will have negative consequences. “We can focus too heavily on economic factors when seeking to motivate others toward our offerings and ideas,” Cialdini added. “We would do well … to consider employing psychological motivators such as those we have covered here.” Business News Daily editorial staff contributed to the writing and reporting in this articles. Source interviews were conducted for a previous version of this article. How does memory influence consumer behavior?It is well-known that memory affects our buying behavior. For example, if you have fond memories of a sweet that you loved as a kid, for example, Dumle, you most likely still like that sweet. The scent and the taste of that sweet bring back memories, experiences, and comfort from your childhood.
What is learning and memory in marketing?The idea is that when consumers acquire knowledge through their own information-processing, they learn and remember in their buying decisions. For example, if you have acne problems and use a product that helps resolve them, you have learned through experience to purchase that product again.
What is short term memory in consumer behavior?Short-Term Memory (“STM”) also stores information for a limited period of time, and it has limited capacity. This is similar to working memory in a computer; it holds the information we are currently processing.
Why is consumer memory important to marketers?Recall and recognition are often used to measure explicit memory. Finally, recognition and recall are often critically important to marketers because they serve as objectives for marketing communications such as advertising effectiveness, influence consumer choice, and have important strategic implications.
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