Dear Reader:
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In this book, you will find a comprehensive body of knowledge—all the concepts and principles of consumer psychology, explained in a prose that is simple as well as engaging. All concepts are explained with examples from human life and from the marketplace. Find out why it is called MYCBBook—quite possibly, the World’s Most Fascinating Book on Consumer Behavior Here are some excerpts from that book. Enjoy them. |
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First, a story as an example of how concepts are explained through interesting research findings In a research study, consumers said it annoyed them when someone nearby was constantly talking on a cell-phone. Why? People want quiet, that is why. Right? Wrong. In the same study, consumers reported being NOT bothered by people nearby talking face-to-face! So what is the real reason for cell talk annoyance? The answer is: Closure. (or, rather, lack of closure.) Closure is a psychological principle that our minds feel uncomfortable with incomplete stories; in cell talks, we do not hear the other side of the conversations. This lack of closure, and not noise per se, is what annoys us. Excerpted from: MyCBBook (Chapter 3) |
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You Ask: This is the World's Most Fascinating CB Book, eh? Show me a simple and yet charming explanation of a concept.
Sure, here is one:
Stimulus Generalization The Art of Not Having to Learn All the Time Consider the child who burned his hand by touching a yellow light bulb; he would never touch a yellow light bulb again, for he has learned that a glowing yellow ball-shaped object is painful to touch. In fact, he would most likely also learn that he shouldn’t touch a white, red, or blue light bulb either—or, for that matter, anything that glows, even if it is not hot. This is a good thing; otherwise the poor child would have to learn a new response to each new object and never have any time to play. Likewise, as consumers, we don’t have to learn to respond anew every time we encounter a new stimulus. We quickly and instinctively repeat the response we have made in the past to other similar stimuli. .... This happens because humans learn to see the similarities even when two things are not exactly identical. Psychologists call this process stimulus generalization—a process wherein a consumer extends a learned response for one stimulus to other similar stimuli. —Excerpted from MyCBBook, Chapter 4
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You say: Ok, now show me a thought-provoking para.
Well, let us try this: On Consumer Learning Learners—that is us. We are constantly learning something. Without learning, our progress as a person would simply stop. Try listing everything you have learned over the past 20 years, or even 10 years. Can you visualize your life today, as a human, if today you knew only as much as you knew 20 (or even 10) years ago? More to the point, can you visualize your life as a consumer if today you knew about the marketplace only what you knew at age 10 or even 15? Learning empowers you, in life and in the marketplace. All learning is, in essence, learning the association. Association between two stimuli (classical conditioning), between an act and a reward (instrumental conditioning), between an act and what that act will make you like (role modeling), and between an object and its name e.g., simple brand name awareness (simple cognitive learning) or between an object and a property or consequence, e.g., a brand claim (cognitive learning). These associations occur in our physical and social worlds, some created by nature, some by society at large, and not an insignificant number of them by marketers. As a marketer, you pair your brand with a celebrity; pair it with certain lifestyle depictions; pair it with an upscale, trendy store; pair it with certain product benefits; with certain emotions; certain consumer values and aspirations. But you can’t “manufacture” them in your image, in isolation with the pairings (associations) consumers have learned in their world-at-large. You can’t put together a pairing of just any two entities you desire to be associated in the consumer mind, and say “Viola! The consumer will have learned (i.e., accepted) that association.” Consumers will accept only those pairings (associations) they find intuitively sensible. And, in one way or another, rewarding. As a marketer, LEARN THAT! (Source: MyCBBook, Chapter 4, section titled Last Word) Have opinion? Please write: OpinionATopenmentis.com
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And now, we leave you with an example of juicy anecdotes and stories sprinkled throughout the book In 2005, a man named Eric James Torpy of Oklahoma City received a 30-year jail sentence. He requested that his jail term be extended by three years. Reason: Larry Bird's jersey # is 33. His request was granted.
(Note: This example is used to illustrate extreme loyalty some consumers have to products, brands, and celebrities.) |
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©OM—Open Mentis |
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