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Consumer Behaviour and the Communication Process
Perspectives on consumer behaviour and the communication process
Curated by Rosaria Gordon
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The Marketer's Guide to Developing a Strong Brand Identity

The Marketer's Guide to Developing a Strong Brand Identity | Consumer Behaviour and the Communication Process | Scoop.it
Learn how you can define your company's brand -- or work with an agency to help them define it for you.
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The Connection Between Shame & Sustainability

The Connection Between Shame & Sustainability | Consumer Behaviour and the Communication Process | Scoop.it
I wrote a blog series exploring whether sustainability should leverage shame and guilt. I was reminded of it while watching Brene Brown’s TED speech this year on shame, and thought it might be time...
Rosaria Gordon's insight:

This article discusses the idea that we use consuming as a way of filling the empty spaces in our lives. The author states that his experience with consumerism started in his childhood when he recalls his dad often saying "he never had enough money to buy shirts. It seemed he always needed shirts. Today, I have way too many shirts in my closet because they symbolize overcoming the scarcity I grew up with. In my head, shirts equal success" and I think if everybody is honest, we can all say we indulge in material possesions to make ourselves feel good. But a good question is posed in this article, how do we overcome the sense of shame that drives overconsumption? do you think this issue can be recitifed or do you think our society has fallen to deep in the consumer behaviour belief of always needing more 'things'?

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Erica George's comment, April 2, 2013 6:31 PM
I can also relate to this article, I realise that I over consumer, although this realization does not stop me from continue to purchase material goods. I think that the sense of shame is often used as a marketing ploy to lure consumers into purchasing more although more is not needed. I think to overcome the shame we need too change the mindset of the western society, where we use the possession of material objects to display our success. I think that consumer behaviour can change, and that we as marketers have the power to make people aware of our shallow over consumption. Although I feel that marketing is often used for the opposite motives, for companies to increase market share consumers must over consume. Do you think that marketers often have a negative affect on over consumption and sustainability?
Rochelle Rhodes's comment, April 2, 2013 6:54 PM
I agree with both of your insights. I too can admit that I often over-indulge in materialistic things to get that 'feel-good' attitude which often only lasts a day or two. I also think that brands we like are constantly reminding us of new products they have and how much we 'need' them and how great we will look/feel once purchasing them, and I think that this is a major driver of the guilt factor we feel. Over-consumption isn't something I think will die down anytime soon and I definitely think marketers are playing a big part in persuading people to over-consume.
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David Pogue: Simplicity sells | Video on TED.com

New York Times columnist David Pogue takes aim at technology’s worst interface-design offenders, and provides encouraging examples of products that get it right. To funny things up, he bursts into song.
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» How to drive customer loyalty with content marketing Dynamic Business

» How to drive customer loyalty with content marketing Dynamic Business | Consumer Behaviour and the Communication Process | Scoop.it
How to drive customer loyalty with content marketing
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Does data collection affect consumer behaviour? | Marketing Magazine

Does data collection affect consumer behaviour? | Marketing Magazine | Consumer Behaviour and the Communication Process | Scoop.it
Rosaria Gordon's insight:

This article discusses how data collection effects consumers views on a company. It shows that the younger demographic are less concerned about releasing information, where as the older demographic are more concerened about unknown sources having access to their information. According to this article "44% of consumers say they have not completed an online transaction because of something they have read in the privacy policy" this is a large amount of business that brands are losing and shows that perhaps data collection is doing more harm than good. The article also poses a good point about the choice a brand has - they can exploit young peoples willigness to part with data or they can just adjust their policies based on rising awareness. I believe the later is the smart action to take as with the uprise of social media being an open window for consumers to learn new information about companies, the knowledge that consumers data broadly could self destruct the brand. Do you agree that altering their polices is the right decision for a brand or do you think the data they collect through their policies is worth the risk?

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Rochelle Rhodes's comment, April 2, 2013 6:39 PM
I agree that altering the polices is probably the best decision to ensure your brand is protected and secure. With the percentage of people increasing who have not completed an online transaction because of something mentioned in the privacy policy, it is only logical for an organisation to do something about this before the youth market mature and also think twice before proceeding with a transaction.
Rochelle Rhodes's comment, April 2, 2013 6:44 PM
The younger generation already share so much on the internet about themselves and are constantly entering their details to buy products online etc. that data collection from an organisation for a freebie or discount is most likely normal/easy to them and they therefore feel more comfortable with releasing this information than older people would. Do you think the amount of information younger people share over the internet through social media websites, etc. is part of the reason why they are less sensitive to giving personal information to other organisations?
Erica George's comment, April 4, 2013 12:48 AM
Great question Rochelle, yeah I think that the vast amounts of information sharing over the Internet has made our younger generation less wary of sharing personal information. Although this is great for us as marketers, I find it can also be worrying for us as consumers, as we are more easy to target. I often find myself distracted by Internet advertisements that have been directed at me based on my facebook activity. Do you find this worrying? And a breach of privacy? Or does it make shopping more convenient?
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Joseph Pine: What consumers want | Video on TED.com

Rosaria Gordon's insight:

Joseph Pine explains that customers want to feel what they buy is authentic and that achieving this is extremely hard in our consumer society today. He discusses the significance of not only providing a product, but also an experience for the consumer to associate with a brand. I believe it is important for organisations to develop systems where customers can co create value with them, and from here, true authenticity is established. Do you agree that the service is just as important as the product? 

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Rochelle Rhodes's comment, April 2, 2013 7:01 PM
I definitely think that service is just as important. It creates an experience for the individual and builds a brand's reputation. I know I personally will often go out of my way to buy a product important to me if I much prefer the service I receive from one store, rather than another. This is also why IMC is so important because it creates a face and experience to a brand which consumers can relate to and appreciate.
Erica George's comment, April 2, 2013 7:43 PM
I think that service is upcoming in importance, and will gain more focus then products. I know that a lot more thought is going into the experience of purchasing both a product and service. I personally remember more about an experience then I do about a product I have purchased.