The fifth p, student version
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Transcript of The fifth p, student version
1. Hello
2. What is marketing ?
3. What’s Marketing and the 4p’s?
4. Where does Psychology fit in?
5. The future
• 1980-2011: Advertising, Marketing, Commercial Management,
General Management
• 2011-Now: Science, Consulting, Teaching, Blogging
Ronald Voorn
On the Internet since 1994
Independent
Uninformed
Copying
20
Adapted from Earls, CopyCoyCopy, Wiley 2015
CONSIDERED
QUALITY IS CLEAR
PRODUCT, FEATURES,
FUNCTION & COSTS
BETTER MOUSETRAP
GUESSWORK
HARD TO SEE DIFFERENCE
HABIT, AVAILABILITY, SALIENCE,
OFFERS
EXPERTS & AUTHORITIES
QUALITY OFTEN HARD TO SEE
RECOMMENDATIONS & USAGE
BY EXPERTS & AUTHORITIES
TRADITIONS & SOCIAL NORMS
SOCIAL IDENTITIES & STRUCTURES
COPYING PEERS
HARD TO SEE DIFFERENCE
W HAT’S POPULAR HERE/NOW
W HAT FAMOUS PEOPLE USE
W HAT I HEAR MORE ABOUT
NOWADAYS…
Informed
Need to belong (Baumeister & Leary, 1995; Nadkarni & Hofmann, 2012),
Need to build up social capital (Coleman, 1988; Ellison, Steinfield & Lampe, 2007, 2011) and
Need for self-presentation (Brandtzaeg & Heim, 2011; Leary & Kowalski, 1990; Lecky, 1945; Lin & Lu, 2011;
Nadkarni & Hofmann, 2012; Sirgy, 1982; Taylor, Strutton, & Thompson, 2012).
Homo Economicus ….. Rofl
Skinner 5.0
van Deursen, A. J., Bolle, C. L., Hegner, S. M., & Kommers, P. A. (2015). Modeling habitual and
addictive smartphone behavior: The role of smartphone usage types, emotional intelligence, social
stress, self-regulation, age, and gender. Computers in Human Behavior, 45, 411-420.
Psychologie in Product
http://youtu.be/ZwlXRi8JEDc
Kahneman, D., Fredrickson, B. L., Schreiber, C. A., & Redelmeier, D. A. (1993).
When more pain is preferred to less: Adding a better end. Psychological science, 4(6), 401-405.
Anchoring
Strack and Mussweiler (1997)
1) Did Mahatma Ghandi become older than 140 ?
2) At what age did he die?
1) Did Mahatma Ghandi become older than 9 ?
2) At what age did he die?
67/50
Poundstone, W. (2011) Priceless: the Myth of Fair
Value (and How to Take Advantage of It), Hill & Wang
Upper right, Anchoring &
Bracketing
Everything is Psychology
1. Brand
2. Personality
3. Groups
4. Cultures
5. Media behaviour
6. Decision models
7. Heuristics
Elaboration Likelihood Model
Cacioppo, J. T., & Petty, R. E. (1983). Central and peripheral routes to persuasion:
Application to advertising. Advertising and consumer psychology, 3-23.
WATtageDimmer/Switch
Voorn, R. (2013). What’s this thing called Love? Exploring the relationship between brand love, personality,
and the propensity to anthropomorphize. UTwente
The endowment effect (Thaler 1980), also known as “status quo bias” (Samuelson and Zeckhauser 1988)
https://www.warbyparker.com/home-try-on
Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211(4481), 453-458.
“Use of Psychology in marketing
leads to better results”
Gaze
Cueing
Bayliss, A. P., & Tipper, S. P. (2006). Predictive gaze cues and personality judgments: Should eye trust
you? Psychological Science, 17, 514–520.
Youyou, W., Kosinski, M., & Stillwell, D. (2015). Computer-based personality
judgments are more accurate than those made by humans. Proceedings of
the National Academy of Sciences, 112 (4),1036–1040.
My Personality project
4 mio profiles, 6 mio test resultshttp://www.psychometrics.cam.ac.uk/productsservices/mypersonality
Other: Wearables – Microsoft
Hololens
https://www.youtube.com/watch?v=QRQv74J7oSk