Stealth Marketing. . (Ir)rational consumers. A study of the decline and rapid decline of brand loyalty Continues to bring new challenges to market researchers. In this context. the question of how to influence customers’ purchasing decisions arises. It is also questionable to what extent consumer behavior is influenc by hard and soft factors. Hard factors usually refer to advertising memory and price. while soft factors refer to image and emotional connection with the brand. Identifying hard factors is usually not a major hurdle for market researchers. as it is simply a matter of asking willingness to pay or recall of an ad.
Between the Sneaky and the Sneaky
This becomes even more difficult when it comes Australia Email List to the soft subconscious aspects. buying decisions are largely driven by emotions and are therefore far less rational than we might think. Therefore. if a customer does not understand all the reasons for his buying decision. even if he is willing to cooperate as much as possible. he cannot articulate this reason. Neuromarketing offers a way to examine these unconscious processes. Consumers are a black box in neuromarketing because people can’t simply be shov into a brain scanner to find out. market researchers have to rethink what happens to them. Researchers from Berlin specializing in.
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Eye-tracking measurements and the TW Lists Management in Hannover have now jointly analyz black-box consumers in a study. Influence of Soft Factors on Purchase Decision Findings. For shampoo. approximately % of purchase decisions can be trac back to hard factors. Soft factors can even explain the aforemention buying decisions. This suggests that examination of soft factors can increase the informational value of market research. In the case of soft drinks. the emotional dimension better explains.
