Drawing in the Curtains: Concluding Our Deep Dive into Consumer Behavior
In our previous article, we embarked on an exploratory journey into the myriad applications of artificial intelligence. That finally coalesced into a workshop of sorts on Friday night. (I hope that was helpful btw). This week, I'd like to draw our current series on consumer behavior to a close. Over the past 10 weeks and 20 insightful sessions, we've not only covered the breadth of the subject but also ventured deep into its nuances, understanding consumer behavior from a detailed scientific vantage point.
What has been particularly enlightening for me is the re-acquaintance with consumer behavior in the context of our rapidly changing world. This series served as a catalyst, prompting me to look at the subject anew and actively integrate its foundational principles into my everyday experiences. For instance, during a recent visit to a camera store, as the salesperson enthusiastically introduced a 2.8 aperture 28-75 mm lens tailored for my Sony Alpha 68 (A mount), I experienced the tug of impulsive buying first-hand. The marketer's pitch was persuasive, and the lens, undeniably tempting. However, the teachings from our course made me introspect: Was my desire to buy immediate or should I evaluate further? What's the market stance on a discontinued lens? Is there room to negotiate, given the product’s status?
Moreover, the series has transformed my problem-solving methodology. Confronted with challenges, especially those that call for 'admin intervention', I've found myself instinctively categorizing issues based on Motivation, Ability, and Opportunity. It's a nuanced approach that refrains from immediate disciplinary action. For instance, if a student's disruption stems from a genuine lack of Ability or a missed Opportunity, empathy becomes the response over immediate correction.
What this journey underscores is the vastness and depth of consumer behavior as a subject. My postgraduate studies introduced me to its foundations, and my two years of teaching enriched that understanding. Yet, it remains a dynamic field. Established theories undergo revision, some are phased out in favor of newer, sharper insights that resonate with the times. The beauty lies in the fact that every emerging trend or shift brings forth a fresh lens to view and reinterpret age-old principles.
It's been an absolute privilege to walk this path of discovery with you. I trust that this course, enriched with both academic rigor and real-life applications, has been as illuminating for you as it was invigorating for me to share. For those of you who would walk the marketing road, I hope this helps you in your work. For those of you who would take the road not taken (from the perspective of the CB class), I hope the course provided you with some idea of how consumers think. Given that we have completed the ‘Choice’ and ‘Use’ stages, and are slowly moving towards the ‘Post Purchase Dissonance’ stage, it's only natural that I do everything in my power to counter it! (just kidding)
Below, I've provided links to several articles I've authored, which delve deeper into the key concepts, encouraging a more critical exploration. If you haven't had a chance yet, I encourage you to peruse the articles.
Consumer Behavior Insights:
- Consumer Behaviour: Taking a Step Back
- Consumer Behavior: Taking a Step Back II
- The Power of Persuasion: From Consumer Behavior to National Policy
- Unveiling the Counter-conditioning Tactics of Our Canine Friends
- B2B Consumer Behavior
Marketing Studies and Strategies:
Psychological Concepts in Marketing:
- Motivation, Ability, and Opportunity (MAO)
- Attitudes and the Art of Changing Them
- Reciprocity of Learning and Motivation: A Bidirectional Relationship
Looking forward to seeing you on the 14th for the exam! I shall be sending over the case to you on the 13th, as discussed.
Signing off for now,
DrKB
