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Marketing (Subject) / Consumer Psychology Model (Lesson)

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• What is the consumer pychology model Consumer Psychology Model of Brands: Focuses on the unique characteristics of brands devided into five processes and 3 different layers of psychological engagement The way consumers interact with a brand, it forms a picture of what happens when a consumer intercts with a brand . It describes the potential process and stages of consumer brand interaction 
• 3 different layers of psychological engagement Objective-centered engagement: Functionally-driven engagement; the consumer acquires information about the brand with the goal of receiving utilitarian benefits from it Self-engagement: The brand is seen as personally relevant to the consumer Social engagement: The brand is viewed from an interpersonal and socio-cultural perspective, and provides a sense of community → from the inner to the outside, the brand becomes increasingly meaningful to the consumer
• Identifying The process of identifying refers to searching for, being exposed to, and collecting information about the brand, its category, and related brands Depending on a consumer’s level of psychological engagement The identification process primarily concerns the brand categorization, associations with the brand, or the inter-brand relations  
• Brand Categorization Identifying (inner)  categorization theory: states that individuals place objects in different  categories to understand and process them wella consumer must know at least the name and category to purchase a brand. At times, this may be enough: awareness of the link between a brand and its category may directly lead to choice Dilution effects: the distinction between brand names is blurred through the similarity of the name or logo of two brands
• Brand Association Identifying (middle)  to engage with a brand in self-relevant ways, consumers identify information that is relevant to them the unique set of brand associations brand strategies aspire to create in the consumer’s mind constitutes a brand’s identity consumer may develop their own associations with the brandAssociative network model: memory as a network of nodes and connecting links, in which nodes represent stored information or concepts, and links represent the strength of association between the nodes→ environmental stimuli trigger a node, which triggers other nodes brand associations can differ in valence, strength, uniqueness, and coherence·         they are also structured in terms of the level of generality ·         associations with a brand is automatic by nature
• Inter-brand relations Identifying (outer)  ·         to identify a brand on a social level, the consumer may be drawn to further information ·         brands become contextualized when brands are compared to other ·         one of the most direct inter-brand relations is an explicit comparison: comparative advertising
• Experiencing ·         the experiencing process includes sensory perceptions of the brand, the brand affect, and the participatory experiences ·         Multi-sensory perception through sight, sound, smell, touch and taste·         in perceiving most brands, more than one sense is involved (for example: Amazon 4-star) ·         many companies involve all five senses, one sensory modality dominates  
• Brand Affect Experinecing (middle)  ·         beyond providing mere sensory stimulations, brands may also evoke positive or negative moods, especially when consumers engage with brands in a self-centered way ·         positive and negative feeling can rank between low and high affect, ambiguous feelings are possible or even anticipate negative and positive feelings at the same time * emotional branding has emerged·         Consumers may also have ambiguous feelings about brands, e.g., enjoying a fast food brand or luxury handbag brand, yet feeling regret about consuming a lot of calories or paying a high price
• Brand Participation Experiencing (outer)      When consumers are socially engaged, they may experience the brand by actively participating and interacting with it ·         Brand participation implies that the consumer is no longer a passive recipient of information, rather, experiencing and doing are intertwined as part of a behavioral experience ·         it often occurs in conventional brand settings ·         for example: “share a coca cola with”, not about raising awareness, but about being a part of the coca cola world and focused on encouraging them on pick up a coke
• Integrating ·         During the integration process, consumers combine brand information  and summarize it in an overall brand concept, personality or relationship with the brand
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• Brand Concept Brand Concept (inner) ·         Construct consisting of the integrated information associated with a product brand or corporate brand ·         The integrated information is usually stored in the form of a superordinate concept (e.g., as a “quality,” “innovative,” or “lifestyle” brand). ·         facilitates functionally-driven goal pursuit ·         the integration that result in a brand concept may be the outcome of some sort of cognitive algebra, that weights the brand-related information acquired and stored in memory ·         the information resulting from multi-sensory perceptions, may be more or less salient, which affects its incorporation into the brand concept  
• Brand Personality Brand Personality (middle) when consumers are engaged in a self-relevant way, information and experiences may be integrated further by inferring trait and personality characteristics about a brandApproach: How and why do people choose brands with certain characteristics, how imbuing brands with personality can be a powerful tool to create and enhance brand equityIn brand management: Way to differentiate the brand from other brands in the same product category, driver of consumer preferences, the common denominator that can be used across different national cultures  ·         brands are chosen because of their outwork signaling value·         brand personality as a symbolic signal or source for self-construction can be based on the brand personality itself or the personality of the ideal/actual users of a brand ·         places personality of the brand and the personality of its stereotypical or ideal user at the heart of brand management
• Aakers’ brand personality scale Sincerity = Down to earth, honest, wholesome and cheerful  Excitement = Daring, spirited, imaginative and up to date  Competence= Reliable, intelligent and successful  Sophisticated = Upper class and charming  Ruggedness = Outdoorsy and tough 
• How does brand personality get formed 1. Any aspect of a brand may be used by consumers to infer brand personality  2. Marketing communications and advertising may be especially influential  3. Advertiser may imbue a brand with personality traits through anthropomorphization and product animation techniques, personification and the use of brand characters and user imagery  4. Actors in an ad, the style of the creative strategy, and the emotions or feelings evoked by the ad can affect brand personality  5. Once brands develop a personality, it can be difficult for consumers to accept information they see as inconsistent with that personality 
• Guideline brand personality Built a brand personality that matches the personality of the target consumersAppeal to a certain target group by creating a hype about the brand in the reference groupUnderstand the mechanisms of how the personality of the brand can strengthen the individual and social identity of the consumersIdentify first movers: will their personality alter or diminish the personality of the brand?
• Brand Relationships Integrating outer  ·         are endowed with human personality characteristics and are used for solving life themes, life projects and current concerns ·         Brand Relationship Theory: > basis: dyadic brand-consumer relationship, equal exchange between brand and consumer o    the brand value creation is a ongoing meaning-based exchange o    Key management tools:  §  Depth interviews and CRM systems to build knowledge about the consumer §  Seek a holitic understanding of consumption §  understand the relation between the brand and the consumer §  broaden the concept of loyalty
• Signifying semiotically, brands may be viewed as signifiers that transfer meaning a brand may act as an informal cue, a personal identity signal or a cultural symbol (depending on the consumer’s engagement)signifying may occur heuristically, without the need for extensive processing 
• Brands as Informational Cues Signifying (inner)  information cues, regarding price and quality, product positions
• Brands as Identity Signals Signifying (middle)  > when the “self” is engaged, a brand can be a sign of the consumer’s personal identity, to both the consumer and to others> the “self” consists of stable knowledge structures> people vary in their tendency to possess particular self-schemas> the part of the “self” that is defined by brands is referred to as self-brand identity>the self-brand connection scale measures the strength of the link between the “self” and a particular brand>there are individuals differences among consumers with respect to their tendency to include brands in their self-schemas
• Brand Symbolism Signifying (outer)  > brands may also be emerged or represent a group, a society or a culture> as culture symbols, brands can stand for nation, generation, and cultural values> brands can assume mythic qualities and assume the role of cultural icons>consumer culture theory has illuminated the socio-cultural symbolism and ideology of brands>brands are social representations: they allow groups and communities to communicate, behave and orient themselves>consumers can use to enact archetype myths (hero, rebel, lover, …)>brands can provide symbolic security
• Connecting Finally, the model distinguishes three psychological constructs to indicate various ways of connecting with a brand that differ in strength and affect the consumer's interaction with a brand:
• Brand attitude Connecting (inner)  attitudes are psychological tendencies to evaluate objects along a degree of favor or likingbrand attitudes are consumers overall evaluations of the brandimportance of the distinction between implicit and explicit attitudes
• Brand Attachment Connecting (middle)  ·         stronger connection than brand attitudes ·         for self-related engagement, brand attachment seems to be the essential construct that expresses a consumer’s connection with a brand brand attachment predicts consumer intentions to perform behaviors that use significant resources, asu as time, money, reputation, better than brand attitudes                → attachment may be viewed as an antecedent of true loyalty  
• Brand community connecting (outer)  specialized, explicitly commercial, and non-geographically bound community, based on a structured set of social relationships among users of a brandbrand communities tend to form around publicly consumed goods rather than consumed in privatebrand communities include a sense of emotional involvement and connection with the group, they create shared goals among members, who may engage in joint actions to accomplish these collective goalsbrand communities provide help and support, recommendations and interaction with like-minded consumers and participation in community activitiesthe meaningfulness of the community rests in sharing such activities and experiencesas social entities, brand communities have their own objectives, norms, and rituals 

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